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Kerala, a major destination for availing the best of the traditional holistic treatment practice, Ayurveda, will be promoted during the upcoming ITB, Berlin, the world’s largest tourism trade fair to be held from March 4 to 8.

The initiative is being taken by the Ayurveda Promotion Society (APS), which has as its members ayurveda hospitals, clinics, resorts, educational institutions and manufacturing companies.

“We’re happy to inform all about the Ayurveda Promotion Society’s participation, along with India Tourism, in the upcoming ITB, Berlin 2020. This is the first time in the history of ITB that a joint promotion of Kerala Ayurveda is being done by the Ayurveda stakeholders together. We’ve 10 APS members participating in the event this time,” said C S Vinod, Secretary, APS.

“We plan similar participation in B2B (business to business) and B2C (business to consumer) markets overseas and seek co-operation of interested Ayurveda service providers to promote the Kerala Ayurveda there,” he added.

According to experts, Ayurveda should be promoted as a holistic branch of medicine rather than limiting its role to wellness care. The curative aspects of the ancient medical system too should be highlighted before the world, experts say.

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