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.
