Kerala Promotes Health Tourism The Ayurvedic Way!

Kerala’s highly-developed healthcare system enables the state to attract patients from abroad, says Jayata Sharma

Kerala, the name almost synonymous with the word 'Ayurveda', is now all set to reap the benefits of Ayurveda through health tourism. The reason for this is the popularity of Ayurvedic treatments and the manner in which Kerala is marketing Ayurveda in medical tourism.

The Genesis

In the 1950s, Kerala had a State Hospitality Department. However, the functions of the department were confined to running of guest house, upkeep of residential bungalows of ministers and providng hospitality and other arrangements of VVIPs. At that time, there were not many hotels where foreign tourists could stay. Hence, they used to get accommodation in government guest house. "But, in the 1960s, the traffic of tourists started to increase. It was then the government realised that there is a lot of potential in the hotel sector. So, a separate Department of Tourism came into being," explains B Suman, Director, Department of Tourism, Government of Kerala.

Soon Kerala realised that it had a huge market for health tourism. Tourists would automatically be inclined towards Ayurveda. It was a natural attraction; the credit goes to the positive results on health improvement and no side effects of Ayurveda. Suman says, "About 10-12 years back, Kerala started with the task of promoting Ayurveda on a larger scale. And since then it has been a wonderful journey. So much so, now we don't even need to market Ayurveda from scratch, it has become a global term."

The promotion of Ayurveda in health tourism started in 1994 and the Kerala Tourism Development Corporation (KTDC) started Ayurvedic health centres in its premium properties like Hotel Samudra, Kovalam during the same period. "KTDC has tied up with the most reputed Ayurveda treatment providers and hence the authority of doctors and the quality of the medicines used are not compromised. The response has been encouraging," says Raj Mohan, Marketing Manager, KTDC.

Besides India, the countries inclined towards Ayurveda are UK, France, Spain, Italy and also some Gulf countries like Saudi Arabia and the UAE. However, the award for the most number of tourists coming to India is bagged by Germany. And the growth rate of the tourists flocking for Ayurveda is increasing at the rate of around 20-25 per cent per annum.

Promotion Plans

KTDC has recently opened up an Ayurvedic resort called 'Thanneermukkom Ayurvedic Lake Resort' located beside the pristine backwater at Thannermukkom. "Here, we have tied up with the Keraleeya Ayurveda Samajam, a society formed by the Maharaja of Zamorine of Calicut in 1903 to promote and protect Ayurveda, headed by Padmasree Dr Rajagopal. Unlike the usual Ayurvedic spa/centres attached to a hotel, this resort combines authentic Ayurvedic treatment with leisure," adds Raj. The patient's medical records are thoroughly examined by a panel of expert doctors and treatment is suggested after verifying the medical conditions. Thus, the unique feature of the resort is that it provides treatment just like a fully- equipped Ayurveda hospital without reducing the leisure element by way of location, property etc.

Advantage Kerala

Kerala has the advantages of recognition worldwide as one of the ten must-see destinations, as described by the National Geographic Traveller and a developed healthcare delivery system, which enables the state to attract patients from other countries.

KTDC has tied-up with the Cochin-based Amrita Institute of Medical Sciences (AIMS) too, the obvious reason is that AIMS has been receiving patients from 16 countries, including European countries, and recently there is a steady increase in the number of patients coming down for Ayurveda. Through the joint venture it will be possible to offer the patients quality medical care at AIMS and tourism options for both the patients and bystanders through KTDC.

"Our hospital has a tie-up with Hutch, Citibank, and ICICI Prudential, wherein we provide various concessions and special packages to their customers" - Sugana Kuroop Corporate Communications Officer Kerala Vaidyashala

"For promotional purposes, our hospital has a tie-up with Hutch, Citibank, and ICICI Prudential, wherein we provide various concessions and special packages to their customers," says Sugana Kuroop, Corporate Communications Officer, Kerala Vaidyashala, a 200-bed hospital in Aluva, Kerala. "We also run a 300-bed Ayurvedic section at the Agra branch of Apollo Hospital". Apart from this, holding seminars and conferences throughout India forms a part of the marketing.

"We have a tie-up with a Korean University. It's a exchange programme, through which the university will promote our brand and in turn we will market their various study programmes," says Sree Kumar, Marketing Manager, Vaidyaratnam Nursing Home. Vaidyaratnam has more than 1,000 branches all over India, from which 20 are in Kerala, with a 35-bed facility (30 rooms and 5 cottages) each.

Kerala has recently won the Best State Award for tourism promotion from the Government of India. When asked about the role of Ayurveda in this, Suman answers diplomatically, "Kerala tourism basically revolves around four things -beaches, back waters, hill stations and Ayurveda. So, giving credit to only Ayurveda will not be fair. It has contributed as much as the other factors."

Classification Of Centres

The Department of Tourism has classified all the Ayurvedic centres in two categories-Green Leaf and Olive Leaf. The department does not take responsibility of any centre which is not classified in either of the above. "The most difficult part is letting the tourists know about this classification. I make sure to stress this particular point whenever I am in any travel mart abroad," says Suman, who adds that almost five lakh foreign tourists come to Kerala annually for Ayurvedic treatments.

Marketing Strategies

Kerala recently participated in the Information Technology Business (ITB), 2006. Every year, there are some new additions to promote Ayurveda. This year, it was Ayurveda Masseur, where a quick Ayurvedic massage was given to foreigners, "To give them a taste of what exactly is Ayurveda and how wondrous it can be. And if they want more, they can always visit Kerala for it," avers Suman.

Apart from the masseurs, Kerala is always organising road shows all around the world for the promotion of Ayurveda along with modern medicine. The latest one being at France, others at Berlin and London. They will continue with the road shows in the future also.

The best marketing can be done through World Trade Marts, next comes print advertising and then the electronic media. "We get maximum exposure and positive responses at the marts abroad," adds Geeta Ramesh, Managing Director, Kairali Group of Resorts and Spa, who says that the Kairali Group has been actively involved with the marketing of Ayurveda since 1989.

Ayurvedic Resorts Per Se

One of the resorts of Kairali Group of Resorts and Spa

While all the hotels and resorts in Kerala are now including Ayurveda in their services, there are some resorts which are exclusively reserved for Ayurvedic treatments. "We offer the package of Ayurveda with yoga and meditation included. It is not a compulsion for the tourists to avail the other two facilities, if they do not want to," says Geeta. She does not forget to add that 90 per cent of the tourists visiting her resorts are from abroad, as Indians are not too much interested in the Ayurvedic treatments. When asked about how many of the total visitors at Kairali Resorts come exclusively for Ayurveda, she promptly replies, "All of them".

Food Plays A Key Role

In Ayurveda, food is given utmost importance. "We serve only vegetarian food while the tourists are undergoing Ayurvedic treatments for arthritis and paralysis." Also, the contents of the meal differ from person to person depending on the kind of problems they are facing. "Protein-rich food is given at our hospital and we also serve non-vegetarian food, but only grilled or baked," adds Dr Mohan Babu, Chief of Staff, Krishnendu Ayurvedic Hospital, a chain of two 40-bed hospitals.

With so many Ayurvedic hospitals all over Kerala, there is a possibility that the tourists will choose them over resorts. But Geeta says, "In resorts, tourists can just stay for a few hours, get treated and go enjoy their holidays. But in the hospitals, people feel like they are really very sick and they cannot move around freely. Even the atmosphere at the resorts is more relaxing and that helps in quick recovery."

But there is another aspect to this. While and after undergoing Ayurvedic medical treatment, one is supposed to take complete rest. "The tourists here come, take treatment and then they want to go swimming and running on the beach. We do not allow this," avers Dr Mohan, who receives almost 70 outpatients on a daily basis. And the treatment days can range from seven days to 21 days, depending on the problem the patient is facing.

"Some tourists ask for chicken all the time, but we are very srtict", says Dr PK Lathika, Chief Physician, Sarathy Ayrvedic Hospital, a 30-bed hospital in Elookkara, Kerala. With the importance of accreditation of the Ayurvedic centres, every resort and hospital is looking forward to a government accreditation. And Geeta is very proud to say, "Along with the accreditation of our resort in Kerala, the Ministry was quite happy with the kind of quality offered at Kairali. The Ministry of Tourism even complimented our group saying - Your organisation will act as a role model for all the other Ayurvedic centres."

Obstacles

"Travel agents stress only on the massage part of Ayurveda. The pleasure part is given utmost importance in their agenda. They must also make people understand that Ayurveda cures many complex problems, like paralysis, which they will get only at an Ayurvedic hospital, under the observation of qualified doctors," says Dr Babu.

There are a lot of illegal activities going on in the name of Ayurveda. As a result, it proves very challenging to convince tourists and Indian citizens to actually come and visit the Ayurvedic centre. "Authenticity becomes suspect for the visitors. Strong monitoring is required," adds Kuroop, whose hospital was featured in one of the episodes of CNBC's Crime Watch, which dealt with the topic of the name of Ayurvedic massage parlours being used for indecent activities. The accreditation system of the tourism department is a relief to all the Ayurvedic centres.

"We face problems in exporting our medicines. Foreign countries have a compulsion of a certification regarding non-existence of metals in medicines. We have to spend almost 20 lakh for this certification", says Kumar, whose organisation manufactures 400 ayurvedic products, from the old Ayurvedic texts.

Future Plans

Along with the projects already being carried on, there is always a need to make future plans for promotion. There is close competition in the Ayurvedic sector now. Existing and new hotels are compelled to have an Ayurvedic spa. In such cut throat competition, experienced and well-established hospitals also are now waking up to this. "We are planning to have a tie-up soon with the travel agents abroad. This will help us have greater exposure. Also, we will soon be having a tie-up with Yahoo and Google," adds Dr Babu. The Kairali Group has many projects lined up. The first thing they are planning is franchising. "An agreement with Vietnam is already in the pipeline. The others waiting include an agreement with Czechoslovakia and even China seems eager to sign one."

"Holding exhibitions abroad is one thing we are looking forward to," says Kuroop, who already has patients lined up from countries like the US, Germany, UK, Italy and Spain. "We are also coming up with an e-discount coupon for Hutch subscribers, wherein if the subscriber wants to avail of the discount, he can get in touch with our hospital and we will send him the discount coupon on his cell. Simultaneously, our system will be informed about it." Apart from this, Kerala Vaidyashala will be involved in cross promotion with the Apollo group of hospitals. While the Apollo group will promote Vaidyashalas' services, they will in turn market Apollo.

"We are planning for franchisees in the Middle East, as it does not have many complications and getting an approval for business in Ayurveda is easy," adds Kumar. Vaidyaratnam is also planning additional 15 cottages at each of its centres. "We are overbooked for three months."

Giving Health Tourism A Boost

Promotion of Ayurveda is done in print and electronic media too. But, the travel agents abroad help in better exposure and marketing. One reason for that is, they have their own clientele and they are the ones who can influence tourists to visit a particular resort or spa. Another good option is to participate in the ITB held annually. So, when there is severe threat from each other to all Ayurvedic hospitals and resorts, there is one Big Daddy who will benefit in any case: The Kerala Tourism Department!

Guidelines for accreditation of Ayurvedic and Panchakarma centres have been finalised and issued for implementation. It has been decided to prepare and print brochures, CDs and other publicity material to promote Ayurveda in medical tourism. Medical and health tourism has been specifically promoted at various international platforms such as World Travel Mart, London. So, the Tourism Ministry is all set to reap the benefits of Ayurveda in a huge way.

ehm@expresshealthcaremgmt.com