Ayurveda - Harmony of body, mind and soul
Ayurveda, the ancient medical science of India, is accepted as the oldest scientific medical system, with a long record of clinical experience. It is not merely a doctrine of medical treatment, but a way of healthy long life. Ayurveda teaches us how to maintain and protect health, how to cure diseases and how to promote longevity. Ayurveda treats man as a whole - which is a combination of body, mind and soul.
It focuses on establishing and maintaining balance of the life energies within us, rather than focusing on individual symptoms.
It recognizes the unique constitutional differences of all individuals and therefore recommends different regimens for different types of people. Although two people may appear to have the same outward symptoms, their energetic constitutions may be very different and therefore call for very different remedies.
Ayurveda is a complete medical system, which recognizes that ultimately all intelligence and wisdom, flows from one Absolute source (Paramatman). Health manifests by the grace of the Absolute acting through the laws of Nature (Prakriti). Ayurveda assists Nature by promoting harmony between the individual and Nature by living a life of balance according to her laws.
Ayurveda describes three fundamental universal energies, which regulate all natural processes on both the macrocosmic and microcosmic levels. That is, the same energies, which produce effects in the various galaxies and star systems, are operating at the level of the human physiology--in your own physiology. These three universal energies are known as the Tridosha.
Kerala, the Land of Ayurveda
Kerala possesses an unbroken tradition of Ayurveda that has surpassed the many invasions and intrusions both foreign and native. For hundreds of years the Ayurveda Vaidyas (traditional practitioners of Ayurveda) were almost the only access for people seeking healing from every kind of disease in Kerala. The legendary eight families of Vaidyas (Ashta vaidyas) and their successors treated the entire state for centuries. Unlike the other Indian states the status of Ayurveda in Kerala is not alternative but mainstream. In fact, today, Kerala is the only State in India which practices this system of medicine with absolute dedication.
Being the only resort of treatment for the people, the Vaidyars of Kerala were challenged to interpret the theories of Ayurveda and adapt them actively into effective healing systems in everyday life. Thus almost all the contemporary procedures and protocols of Ayurveda have evolved in and around Kerala.
Kerala promotes health tourism the Ayurvedic way!
Kerala, the state 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 guesthouses, upkeep of residential bungalows of ministers and providing hospitality and other arrangements of VIPs. At that time, there were not many hotels where foreign tourists could stay. Hence, they were provided accommodation in government guesthouses. "However, in 1960s, the tourist traffic started to increase and 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, ex-director, Department of Tourism, Government of Kerala.
Soon Kerala realised that it had a huge market for health tourism, as most tourists were attracted and inclined towards Ayurveda, the age-old system of medicine practiced widely in the state. 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.
Ayurveda is popular in UK, France, Spain, Italy, Germany and few Gulf countries like Saudi Arabia and UAE. However, the largest number of tourists coming to India for Ayurveda is from Germany. The growth rate of tourists flocking for Ayurveda is increasing every year at the rate of around 20-25 per cent.
Promotion plans
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 advantage of worldwide recognition, as it has been included in the list of the ten must-see destinations by the National Geographic Traveller. This is matched by a highly developed healthcare delivery system, which enables the state to attract patients from all over.
KTDC has also tied-up with the Cochin-based Amrita Institute of Medical Sciences (AIMS) and the obvious reason is that AIMS has been receiving patients from 16 countries, including European countries, with a steady increase recently 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 their relatives through KTDC.
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