Kerala to tap Ayurveda to revive tourism in the state

Kerala is fleshing out a plan that will highlight the regenerative aspects of Ayurveda to boost the state’s tourism sector, accounting for an estimated ₹45,000 crore in annual revenue. It plans to tap Ayurveda, as part of medical tourism, by focussing on traditional massages and beauty treatments. It expects to draw foreign tourists as well as affluent locals in the backdrop of pandemic which has led to an increasing preference for healthy and a natural way of life. Opening of tourism destinations would require various relaxations such as easing of quarantine rules, which Kerala still insists on for out-of-state travellers, but in line with standard operating procedures for social distancing, Covid protocols and so on.

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