Which Kerala-bound tourist doesn’t want to include Ayurveda in their itinerary as a must-do thing? Ayurveda is so popular that the very mention of Kerala surely conjures up images of the traditional healing and wellness treatment the South Indian state is renowned for across the world.
Estimated to have originated some 5000 years ago, Ayurveda is considered the oldest naturalistic system of healing. It seeks to blend the mental, physical, and spiritual wellbeing of humanity around the world.
Apart from leisure trips, Ayurveda is the chief attraction for international tourists who flock the tiny south Indian state. In fact, Ayurveda rejuvenation therapy has always remained the greatest attraction for foreign tourists with a lion majority preferring to avail various Ayurveda wellness treatments during their stay in the state. Since Ayurvedic treatments usually require a minimum of two to four weeks duration, it contributes in increasing the length of stays of international tourists.
The state government comes up innovative programmes to tap into the popularity of the ancient Ayurvedic way of treatment. Recently, Kerala Tourism Development Corporation launched Ayurbodha, an innovative offering aimed at blending tourism and the knowledge of Ayurveda.
Launched at the prestigious World Travel Mart in London, Ayurbodha seeks to educate the tourists on the ancient wellness treatment unique to the state. As per the scheme, tourists can stay at any of the KTDC resorts in the state and learn about Ayurveda. The tourists can also get a fair understanding on the history and use of medicinal plants, Ayurvedic practices for rejuvenating body and soul, diet regimes and home remedies, basic understanding of prominent Ayurveda treatment streams such as ‘panchakarma’. And they will get a certificate as well for gaining knowledge of Ayurveda.
The government is also planning to organise an international seminar and Ayurveda expo in Kochi in February 2018. The four-day seminar will showcase Kerala's achievements in health tourism, healthcare and ayurveda. The government is also planning to establish International Research Institute of Ayurveda (IRIA) for conducting research in ayurveda.
These initiatives stand as a glowing testimony to the eminent status and popularity of Ayurveda enjoys the world over.
"These measures indeed are praiseworthy in elevating the position of Ayurveda globally. I feel that the there is a lot more we can do to tap into the popularity of Ayurveda. The ancient system of rejuvenation therapy coupled with its capability to cure so many illnesses provide unmatched possibilities to the authorities to come up with even more programmes and policies. Having said that, it is in the interest of the glorious tradition that we should strive to eliminate nefarious elements and quacks who give a bad name to Ayurveda," said Dr. Sajith Varma, Head - Public Communication Nagarjuna Ayurvedic Centre Ltd.
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