Kerala, renowned worldwide as a thriving hub for Ayurveda—the traditional Indian system of medicine—is attracting a steady stream of international and domestic tourists seeking holistic healing. Yet, paradoxically, only a fraction of its many wellness centers have opted to register with Kerala Tourism’s official classification system.
The state’s Tourism Department recently rolled out a new classification framework, segmenting Ayurveda wellness centers into ‘Ayur Silver,’ ‘Ayur Gold,’ and ‘Ayur Diamond’ tiers, each reflecting distinct standards of facilities and service quality. However, out of an estimated 150 active operators in Kerala, fewer than 60 have formally registered, leaving a vast majority unclassified.
Delving into the Reasons
According to Sajeev Kurup, General Secretary of the Confederation of Kerala Tourism Industries (CKTI) and Chairman of FICCI’s national tourism committee for Ayurveda, there are two primary reasons for this lukewarm response. Firstly, an Ayurveda wellness tourism center can currently operate with either a license from the Local Self-Government department or accreditation from the National Accreditation Board for Hospitals and Healthcare Providers (NABH). Crucially, there’s no mandatory regulation enforced by the Tourism or Health departments directly governing these centers.
Secondly, the Tourism Department’s strict requirement that only therapists trained at government colleges be employed for classification purposes has deterred many from applying. With a mere 40-50 government-trained therapists graduating annually, this stipulation creates a significant barrier for numerous centers.
Furthermore, many existing centers already have established channels for attracting tourists, often through agents or positive word-of-mouth and online reviews from independent travelers. While the state government’s classification is undeniably beneficial for the industry, Mr. Kurup noted, “We have approached the Tourism Department to relax this provision, suggesting that therapists’ practical experience also be considered for classification.”
Kerala’s wellness Ayurveda sector boasts over 125 medium to large players and more than two dozen traditional Ayurveda hospitals. However, these legitimate centers now face stiff competition from a proliferation of unclassified massage centers and spas. These newer establishments, often lacking genuine Ayurveda treatments, frequently leverage “Ayurveda” branding or similar names to improve their search engine visibility and attract a clientele primarily seeking leisure rather than authentic healing. Kochi alone is home to over 100 such operations.
Boosting Wellness Tourism
Despite these challenges, the Tourism Department’s classification initiative aims to enhance the visibility of genuine wellness tourism providers. Plans include promoting registered centers through the official Kerala Tourism website, and showcasing them in videos and brochures at both national and international tourism fairs. To further champion Ayurveda, the department is also organizing a dedicated wellness tourism conclave in the state in the near future, officials confirmed.