Kerala to take ayurveda tourism to next level

Kerala has now set its eyes on pushing tourism centred around ayurveda, the ancient Indian system of medicine and well-being, to the next level by promoting its curative and cosmetic properties.

“Beaches, backwaters, hills and ayurveda are the four pillars of tourism in Kerala. We realise there is still a large potential within ayurveda to attract people to our state,” said Suman Billa, Kerala Tourism Secretary.

“So far, when it came to ayurveda, we mainly focused on well-being. But there are also the curative and cosmetic sides, and these are what we now also intend to promote,” said Billa. “What we will offer is the art and science of living, and living well.”

He said while ayurvedic massages were hugely popular, attracting tourists from India and abroad, the system also offered cures for ailments such as back pain, rheumatism and psoriasis that needed to be advertised better.

Billa said a pilot project would also be started on a public-private partnership mode where all forms of medicine and well-being, allopathy, ayurveda, unani and siddha will come under one roof to offer an integrated system.

Towards this, he said, 25 acres had already been acquired and that the project would be showcased prominently at the upcoming Emerging Kerala conclave in Kochi in September to attract potential partners.

The location, he said, was at Nelliyampathy in Palaghat district, which is also a popular hill station surrounded by tea and coffee plantations with some breathtaking views.