By Our Staff Writer
The South Indian state of Kerala, billed as the global Ayurveda capital, is set to place its centuries-old ayurveda tradition at the heart of a new tourism strategy. The state’s Tourism Minister P C Vishnunadh said the state would undertake a major exercise to reposition ayurveda and wellness tourism as its flagship global brand.
Kerala Tourism Minister P C Vishnunadh
“Kerala has a long-standing legacy and credibility in ayurveda. But we cannot rely on that heritage alone,” said Vishnunadh. “Tourism today is a highly competitive global industry, and Kerala is competing with countries across the world, not just other Indian states. We need to reposition and rebrand our wellness offerings,” the minister said.
The minister disclosed that the forthcoming 13th edition of the Kerala Travel Mart will be a key platform to showcase the state’s evolving tourism products including wellness tourism, homestays, backwater experiences, and responsible tourism.
Accordinng to Kerala Tourism Secretary Biju K, the wellness sector has witnessed a surge globally, driven by post-pandemic health consciousness, demand for digital detox experiences, and increasing interest in holistic well-being.
“Ayurveda remains Kerala’s signature product but wellness tourism today encompasses a much larger market that includes yoga, integrated wellness practices, and nature-based healing experiences. Kerala’s natural beauty, clean environment, and authentic ayurveda tradition provide a strong foundation to capitalise on this growing segment,” he said.
He said the state is also looking to tap emerging opportunities in post-rehabilitation and medical tourism, where patients seek extended recovery periods in serene and nature-rich destinations after treatment.
