Promoting Health Tourism in South India

Kerala Cashes in on Medical Tourism

India has slowly developed itself as a medical tourism destination, and the state of Kerala in south India is making efforts to project itself as a health travel destination of choice.  The government has planned a series of innovative road shows in countries like Britain, the United States, Kuwait, Dubai, Maldives, Muscat, and Sri Lanka to promote health tourism in Kerala.  These will showcase Kerala’s inherent tourism potential to an international audience.  The state is rich in natural beauty, which in itself is a huge draw for tourists, and medical tourism facilities, the government hopes, will draw more tourists to the state.  The past year saw 15,000 tourists visiting Kerala for health travel.  The government wants to increase this figure to 100,000 over the next five years.     

Exploring Health Travel in Kerala

Kerala is a preferred destination for tourists across the world who are lured here by the secluded beaches, ancient temples, and backwaters.  The state government is keen to give a thrust to health tourism through Kerala’s famed Ayurveda therapies.  Tourism Minister Kodiyeri Balakrishnan says,  

“the government has entrusted the ICRA Advisory services to prepare a study report on Kerala's potential in medical tourism, roles and responsibilities of stakeholders besides other factors. The report is expected to be ready soon.”   

Policy makers, hospital administrators, and professionals in the field recognize that the need of the hour is the formation of a dedicated organisation to promote health travel in the state.  E.M. Najeeb, executive director of KIMS Hospital, a leading player in the state’s medical tourism industry opines that the government “should form a working group of all players in the field and include representatives from hospitals and discuss the proposed policy.”   
 

Source: “Kerala to promote medical tourism with road shows abroad,” IANS, January 22, 2007