[ad_1]
The hospitality industry has been witnessing a surge in medical tourism, with more and more people today wanting to focus on holistic wellness and weaving that into their travel plans. This is where the age-old tradition of Ayurveda comes into play.
With the prevailing post-Covid era, Ayurvedic practices have taken the centre stage in medical tourism with India’s magnetic influence and knowledge making it the most sought-after destination for tourists worldwide.
An amalgam of Sanskrit terms – ‘Ayur’ meaning ‘Life’ and ‘Veda’ meaning ‘Knowledge’, Ayurveda is an age-old philosophy centred around the principles of healthy living with a traditional approach. The core belief of the practice revolves around the balance of mind, body and spirit for good health and well-being.
The tradition of Ayurveda dates back to about 5000 years ago with its alluring elements spread across the length and the breadth of the country. Ayurveda has a growing influence on holistic wellness and medical tourism. The global Ayurvedic market has been growing at an average annual rate of 16.2 per cent since 2015, reflecting the rising demand for alternative medicine and wellness experiences.
This makes India’s Ayurveda rich with various popular destinations today, making them major tourist hubs, thanks to our country’s diverse atmosphere. Where a hot and humid temperature paired with the soil condition, similar to that of Rabi corp serves the environmental need for the growth of Ashwagandha, the humid condition of Rajasthan makes it the perfect fit for the produce of Aloe Vera. From Kashmir’s saffron to Ooty’s Eucalyptus oil, India is a treasure trove of Ayurvedic elements.
Covid-19 pandemic brought along incredible grief for those who lost loved ones and for most who suffered long bouts of physical malaise. Emotional trauma of these in addition to severe curtailing of individual liberty has led to people seeking new travel experiences and explorations. Mohit Patel feels that the goal of wellness tourism cannot stop at therapeutic relief but rather move towards Eudaimonia, a sense of flourishing, moving from relief of suffering to the cultivation of positive emotional and mental states.
Kerala is an ideal destination for medical tourism especially for global travellers that are very curious about Ayurveda and traditional treatments. Ayurveda is one of the proudest offerings of our rich Indian heritage with specialised science and treatment making it truly ‘Made in India’. Kerala, also known as ‘God’s Own Country’, is at the forefront of the practice with various Ayurveda Abhyanga (massages). The facial massage, known as ‘Mukhya Abhyanga’, uses a mix of medicated ayurvedic oils and herbs to thoroughly cleanse, rejuvenate and nourish the skin. Kerala, possesses a tradition of Ayurveda that has time tested and proven to be effective. It comes with a rich history, with Ayurveda still being the primary form of medical science that people prefer. In fact, it is one of the few states in India which practices Ayurveda with pure dedication. Ayurvedic practices such as Kayakalpa Chikitsa, Njavarakizhi, Abhangya and Panchakarma treatments among others are very popular in Kerala.
Kashmir makes another popular destination in India, owing to the cosmetic and medicinal value that its unique saffron holds. Regular use of Saffron also promises an even-toned radiant complexion.
Consumers today are more conscious of their buying behaviour than ever before. Ayurveda simplifies a routine with its multipurpose offerings. Another reason for people gravitating towards it is the trust and the need for a natural remedy. Indians have long-believed in remedies such as ‘Kadas’ to treat cough and cold. With Ayurvedic learning reaching global heights, more people are drawn and educated on the topic.
The author is Social Entrepreneur, Founder of 21 Organic and Co-Founder at Namaskar Ayurved.
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
[ad_2]
Source link
