According to a govt press release via the IANS, the latest tourism campaign by the State as envisaged by Kerala Tourism Minister A.P. Anil Kumar will focus on Ayurveda to promote medical tourism and will draw maximum advantage from the mega biodiversity region of Western Ghats. The campaign would focus on Ayurveda due to the rich medicinal plants’ reserve in the Western Ghats, which is among the “hottest biodiversity hotspots in the world”. Itoozhi Ayurveda had already written in detail about the latest advertising print campaign for Kerala Tourism from the State government, highlighting Ayurveda, which you can access here.
“Kerala is naturally blessed to be the flagbearer of Ayurveda because of the state’s rich ecosystem in the Western Ghats,” Kumar has been quoted as saying. Kerala, home to as many as 900 species of medicinal herbs, along with Agasthyakoodam peak in the Western Ghats, about 70 km from Thiruvanathapuram, that has some of the rarest, has seen a large part of its foreign tourists from Germany, the Middle East and Australia opting for the state’s Ayurveda wellness programs.
The new campaign for Kerala Tourism aims at making long the average stay of foreign tourists to 18 days per person from the present average of 16.2 days. Kerala is also contemplating to bring about a convergence of different systems of medicine. In addition, the tourism department will also add new tourism destinations and diversify its tourism portfolio by including adventure activities like rock climbing and paragliding.