THIRUVANANTHAPURAM, India, April 29 – With its centuries old tradition in the ancient Indian Ayurvedic wellness system which takes a holistic view at human health, south Indian state Kerala is fast turning into a global medical tourism destination attracting not only less known holiday makers to the state but also celebrities to spas and resorts located in sylvan settings.
When British supermodel Naomi Campbell landed in Kerala last year for an Ayurvedic massage session at Leela Kovalam Beach hotel, she was only affirming the efficacy of the Indian healing system with God’s Own Country as its torch-bearer in modern times.
Quoting sources in Kerala Tourism, Press Trust of India (PTI) said those who visited the state in recent times included Italian film director Bernardo Bertolucci, known for his global hits like Last Tango in Paris and The Last Emperor, who came to the state for Ayurvedic treatment for a nagging ailment.
German TV and film actress Ingeborg Schoener (77) has been trooping into the state for the last eight years for Ayurveda treatment. Completely cured of her painful knee problem, she thanked the tourism officials that she had stopped allopathic treatments.
Pop star Madonna, Hollywood actress Demi Moore and Cherie Blair, wife of former British Prime Minister Tony Blair, have also used Ayurveda for their well-being. In India, former Prime Minister A B Vajpayee is an ardent believer in the healing properties of Ayurveda’s Panchakarma therapy.
After his visit to Kumarakom lake-side resort, from where he famously “mused” on the state of the affair of the nation in 2000, Vajpayee told people around him that he felt very relaxed after Ayurveda therapy in Kerala. The list of celebrities from the showbiz world, sports and politics, fascinated by Ayurveda’s power to rejuvenate, detoxify and cure, is long.
Former President Pratibha Patil, spouses of Vice-President Mohammad Hamid Ansari, Kerala Governor Nikhil Kumar, German soccer legend Gerd Mueller’s parents, Union Ministers Shashi Tharoor and A K Antony, Chief Minister Oommen
Chandy and Tata Motors MD Karl Slym have all experienced the curative and wellness power of Ayurveda.
“Ayurveda, practised in Kerala in its traditional and authentic form, has been a major attraction for tourists.We are now planning to leverage its healing and curative aspects, along with its wellness system, to woo tourists during the monsoon season”, Kerala Tourism Secretary Suman Billa told PTI.
Pankajakasthuri, Kottakkal, Kairali, Shanthigiri and Vaidyaratnam are among the major private players in the Ayurveda sector. According Dr Nischita NJ, doctor at Santhigiri Ashram on the outskirts of the state capital, Ayurveda medicines are given to patients with prayers. Even before making medicines, as the tradition goes, permission from the plants are sought.
Thrissur-based Care Keralam, a confederation of Ayurvedic industries, says if properly branded, the wellness industry in Kerala can become a Rs 2,000-crore industry. According to state tourism director Rani George, Ayurveda has resulted in
the average stay back period of tourists in Kerala going up from 14. 1 to 18 days now, the highest in the country.
BERNAMA
