At a time marked by lifestyle ailments, anxiety and stress, travellers increasingly seek destinations that offer healing and rejuvenation. Keralam is positioning itself as a comprehensive wellness destination where health, healing, nature, culture and inner balance converge.

The vision is for visitors to experience wellness from the moment they arrive, through accessibility, accommodation, cuisine, activities and authentic therapies.

“Keralam is not only about Ayurveda and wellness treatments. Visitors can also experience our enchanting nature and monsoon rains. We want to integrate yoga and Kalaripayattu, the state's traditional martial art, and promote Keralam as a complete wellness destination,” said Tourism Minister P C Vishnunadh.

The state is also considering granting industry status to tourism. Vishnunadh noted that Keralam faces growing competition from Sri Lanka, which has aggressively promoted Ayurveda and wellness. “With the right campaign, Keralam can attract visitors heading there,” he said.

Former Chief Secretary Dr V Venu, who played a key role in establishing Kerala Travel Mart (KTM) and advancing Responsible Tourism, believes Keralam remains unmatched domestically in the wellness segment.

“Our branding has attracted visitors seeking quality wellness therapies in clean, well-maintained hotels, resorts and centres,” he said.

Internationally, however, Sri Lanka remains a strong competitor. According to Venu, Sri Lanka marketed itself as a home for authentic Ayurveda even before Keralam entered global markets.

“Wellness holidays and Ayurvedic therapy are not the same. Wellness means different things to different people, whereas Ayurveda, particularly Panchakarma, is a distinct offering. Keralam has built a strong and authentic position as the destination of choice for treatments, from traditional Ayurvedic hospitals to luxury resorts,” he said.

He added that Keralam's strengths lie in its quality Ayurvedic medical education, trained therapists and established Ayurvedic medicine industry.

On industry status for tourism, Venu said the sector's long-standing demand primarily relates to power-tariff concessions. Rather than subsidised electricity, he suggested easier access to preferential loans through government-led financial institutions to encourage tourism enterprises.

As for proposals to create a dedicated Wellness Mission, he sees no urgent need. “We need to continue marketing our products and destinations and strengthen the positioning built over the years,” he said.

Jose Dominic, co-founder and former Managing Director and CEO of CGH Earth, shares that view. A long-time advocate of sustainable hospitality, he argues that Keralam possesses all the ingredients required for wellness tourism.

“Authentic Ayurveda, hills, forests, rivers, backwaters, beaches, history, culture, traditions, literate people and a modern outlook all contribute to wellness. Well-being is a state of body, mind and spirit. Keralam's model of living close to nature, respecting communities and focusing on meaningful experiences appeals naturally to wellness seekers,” he said.

For centuries, people travelled to Keralam in search of medicinal spices, plants and healing traditions. That legacy continues today.

“This historic evolution combined with a modern outlook makes Keralam unique. A traditional meal, a village walk, a trek through forests, a Kathakali performance at dusk or the colours of a temple festival can all become part of the same wellness narrative,” Dominic said.

Global travel preferences are also shifting. Increasingly, tourists seek experiences that lower stress, improve health, restore attention and provide a deeper sense of meaning. Keralam's blend of Ayurveda, nature and cultural richness aligns strongly with those aspirations.

The state's wellness credentials have gained international recognition. Travel + Leisure India named Keralam the “Best Wellness Destination” in 2025, citing its Ayurveda heritage, natural landscapes and healing traditions. The International Ayurveda-Wellness Conclave held in Kozhikode in February 2026 brought together more than 120 delegates from 34 countries to discuss the convergence of Ayurveda, yoga, healthcare, research and wellness tourism.

Dominic points to changing tourist profiles. Referring to Peter Aderhold's classification, he contrasts the Alert Independent Traveller (AIT), who seeks discovery and authentic experiences, with the traditional Sun, Surf and Sand (SSS) traveller focused on leisure and relaxation.

“Keralam is equipped for both,” he said. “We have demonstrated our tourism capabilities through growing domestic and international arrivals.”

According to Confederation of Indian Industry (CII) Keralam data, of the 7.4 lakh overseas medical visitors in 2025, around 60 to 70 per cent opted for Ayurveda.

The appeal is evident from visitor experiences.

“I had a wonderful experience as a first-time visitor to Kerala,” said Mike Fry from Tennessee, USA. “My wife and I loved the Ayurvedic massages. The resort in Poovar was lovely, and everyone was welcoming. We felt comfortable throughout our stay.”

His wife Jean echoed the sentiment.

“Keralam felt safe while exploring, and people were very polite despite the language barrier. The food was sometimes too intense for me, but most hotels offered alternatives,” she said.

Recent initiatives such as the ‘Be a Malayali for a Day’,  other campaigns and the Wellness Conclave highlight not only Ayurveda but also wildlife, Responsible Tourism, sustainable living and lesser-known destinations. The state also maintains a quality classification system for Ayurveda centres through the Ayur Silver, Ayur Gold and Ayur Diamond categories.

Sajeev Kurup, president of the Kerala Ayurveda Promotion Society, believes promotion alone is not enough.

“We need a clear global strategy, sustained investment, stronger quality standards and much closer collaboration between the government, private sector, Tourism Department and AYUSH Department,” he said.

“Keralam's greatest strength is its authenticity. Ayurveda is a living tradition embedded in our culture and daily life. Combined with yoga, traditional healing practices, biodiversity, healthy cuisine, spirituality, beaches, backwaters and a mature hospitality industry, we have the ingredients to become a global leader.”

He stressed the importance of continuous international business development efforts like the recent Indo-Arab Connect 2026 initiative.

Yet the pursuit of wellness tourism also raises important questions about sustainability.

Jose Dominic argues that a destination can market wellness credibly only if its residents enjoy a healthy environment. “A healthy destination must first be healthy and viable for its people. We must admit that pollution is damaging our land and water bodies,” he said.

Can a place truly be called a wellness destination if its residents struggle with pollution, congestion, waste and shrinking public spaces?

Environmentalist C R Neelakandan believes tourism must be developed with extreme care. Keralam's rich biodiversity, dense population and growing climate risks make sustainability essential.

“Tourism is a key source of income and employment, but it must remain sustainable. Otherwise, it risks destroying the very resources that attract visitors. No tourism industry can thrive without protecting ecosystems, wetlands, backwaters and coastlines,” he said.

Neelakandan noted that Keralam's long-standing reputation for Ayurveda is deeply connected to its biodiversity. The Western Ghats support an extraordinarily rich ecosystem and provide many medicinal plants fundamental to Ayurvedic treatments. Complementary traditions such as Kalaripayattu and Marma therapy further strengthen the state's wellness offerings.

At the same time, he warned against unchecked development.

Wellness facilities near forests, fragile hilltops, coastlines, lakes or ecologically sensitive regions could disrupt natural systems. Environmental degradation, human-animal conflict and pressures on natural resources are already emerging concerns.

“While Keralam is considered advanced in healthcare, we continue to face diseases such as Nipah, COVID-19, meningitis, leptospirosis and dengue. These realities cannot be ignored,” he said.

According to Neelakandan, wellness tourism cannot succeed if local environmental and public health concerns are neglected.

“I am not against development. But every project must be guided by detailed studies examining environmental impact, resource availability, disaster risks, climate change and location-specific factors,” he said.

Ultimately, proponents agree on one principle: wellness tourism must benefit local communities as much as visitors. If Keralam can preserve its natural wealth, protect its cultural heritage and maintain the authenticity of Ayurveda while pursuing growth, it may strengthen its position as one of the world's leading wellness destinations. ■