1. HEALTH TOURISM
Ayana Vinayan
1st
M.Sc. Animal Science
BASO51709

2. ● Tourism is considered as a developmental strategy throughout the world.
● Travel and tourism is the major service industry in India which accounts for nearly
9% of the total employment in the country.
● Of the various tourism sectors HEALTH TOURISM has recorded remarkable growth
in recent years.
● India is marked as a major site of health tourism with an excellent health care
delivery system.

3. HEALTH TOURISM CAN BE DEFINED AS
● The organized travel outside one's local environment for the maintenance,
enhancement or restoration of an individual's well-being in mind and body(Carrera
& Bridges).

4. A GLANCE THROUGH HISTORY OF INDIA'S HEALTH CARE TOURISM
● India as a regional health-care hub for neighbouring countries.
● Ancient hospitals offered health-care facilities funded by local monarchs and kings
for the foreign travelers.
● Most medieval health-care centres provided treatment to local and foreign people
almost free of cost.
● Traditional treatment methods developed from Ayurveda, yoga, unani and
homeopathy style of medicines and practices.
● During the early mid-mughal period Delhi was a well-known regional destination
for conclaves of physicians and surgeons.

5. FACTORS INFLUENCING HEALTH TOURISM IN INDIA
● Availability of specialized and skilled health-care professionals with international
experience.
● High quality nursing capability.
● Availability of modern medical technologies.
● Cost effectiveness.
● Unavailability of reliable facilities for treatment in home country.

6. ● Emergence of multi-speciality hospitals.
● Use of alternative medicine, wellness and rejuvenation programme for complete
healing.
● Increasing popularity of traditional medicine.
● Growing local insurance market and International banking.
● Developed telecommunications network and improving tourism infrastructure.
● Diverse geography with numerous tourism destination to suit the patients schedule
and health.

7. ● Health tourism has two multi billion dollar segments
➢ Medical tourism
➢ Wellness tourism

8. MEDICAL TOURISM WELLNESS TOURISM
Medical tourism is the attempt on the part of a tourist
facility to attract tourist by deliberately promoting its
health-care services and facilities in addition to its
regular tourist amenities(Goodrich G. & Goodrich J.)
Wellness tourism is a field of health-care
focused on improving everyday health &
state of well being, rather than treating a
disease or curing illness.
International medical tourism refers to cross-border
travel made by people for medical facilities either to
leverage costs back home or avail quality treatment
from medically advanced nations.
Medical tourism is an integration of medical
pathology and surgery
Wellness tourism is a relatively new
segment with a market potential and a
scale of growing into a global market

9. MEDICAL TOURISM
● Emerging global industry with a range of key stakeholders with commercial
interest.
● Medical care can be dated back to 1500 BC.
● Currently more than 50 countries are engaged in medical tourism with
developing nations in Asia, Latin America, south Africa capturing a major
segment.

10. ● Good reputation of Indian doctors in the UK & US has developed confidence in
the level of medical care provided in India.
● Medical tourism in India has been successful to a large extent in positioning
itself as a viable destination for cost effectiveness and qualitative advanced health
care.
● The state that are fast emerging as India's best medical tourism centres are
Andhra Pradesh, Karnataka, Tamil Nadu, Maharashtra, and New Delhi.
● Medical services that acquires international attention includes:

11. ● India attracts international patients from over 50 countries including Argentina,
Australia, Maldives etc

12. Selected hospitals offering excellent international patient services

14. BENEFITS OF MEDICAL TOURISM
Direct benefits
Increase in revenue
Employment opportunities
Investment in tourism
avenues

15. Indirect benefits
Demand of related educational courses
Rise in living
standards of
people
associated with
tourism
Rise in need of education
Spillover
effect
leading to
growth in
other
industries

16. WELLNESS TOURISM
● Relatively new segment with a high market potential and a good growth scale in
the global market.
● Evolved as early as 4200 BC.
● It includes :
➢ Alternative medicine services
➢ Wellness services

17. Alternative medicine
services
Ayurveda
Unani
Siddha
Homeopathy
Naturopathy

18. Wellness services
yoga meditation

19. ● It is increasingly becoming popular among foreign patients as non surgical
treatment for various elements.
● India's best wellness tourism centres are:
➢ Kerala for Ayurveda and Massage
➢ Uttarkhand for Yoga and Meditation
➢ Goa for holistic living
➢ Rajasthan for Spas and Heritage living
● It provides a unique travel experience on an emotional, intellectual and spiritual
levels.

20. YOGA TOURISM IN INDIA
● Yoga tourism is one of the growing tourism industry which adds a new dimension
to tourism.
● It generates value for the country and led to the development of accomplished
workspace.
● It can be defined as physical, mental, and spiritual practices or disciplines that are
originated in ancient India.
● India is called the yogi Bhoomi and gate of heaven.

21. ● Yoga is said to be as old as human race on earth.
● Yoga is been practiced for about 1000 years which includes old theories,
observation and principles about the body, mind and soul which helps to unite
them.
● Yoga contributes 9 to 8% of worlds GDP and employment respectively.
● International yoga day -June 21st
● From time immemorial India has been identified for its spirituality, yoga and
secular nature.

22. BENEFITS OF YOGA
Benefits of
yoga
Weight loss
Maintains nervous
system
Control blood
pressure and blood
sugar level
Increase blood flow
Inner peace
Prevent cartilage and joint
break
Better your bone
health
Improve your flexibility
and body posture

23. CHALLENGES OF YOGA TOURISM IN INDIA
● Faces cut-throat competition from various countries.
● Lack of institutional tie ups.
● Lack of proper safety and security facilities.
● Poor infrastructure as well as information.
● No strong government support.
● Image as an unhygienic country.

24. MAJOR YOGA CENTRES IN INDIA
● Parmarth Nikethan, Rishikesh
● Krishnamacharya Yoga Nandiram, Chennai
● Ramamani Iyengar Memorial Yoga Institute, Pune
● Astanga Institute, Mysore
● Sivananda Yoga Vedanta Centres & Ashrams Kerala and Tamil Nadu

25. AYURVEDA TOURISM IN INDIA
● In India, Kerala is emerging as a prime destination for Ayurvedic health tourism.
● It is the most ancient medical system popular in Kerala that is practiced in a
traditional way.
● Ayurveda became a huge selling point for Kerala tourism industry.
● There are a number of hospitals and resorts throughout the state which offer
Ayurvedic holiday packages.
● Kerala is synonymous to Ayurveda because of various characteristic features:
✔ Natural and herbal medicinal products.
✔ Geographical positioning and tropical climate.

26. AYURVEDA TOURISM IN INDIA
● In India, Kerala is emerging as a prime destination for Ayurvedic health tourism.
● It is the most ancient medical system popular in Kerala that is practiced in a
traditional way.
● Ayurveda became a huge selling point for Kerala tourism industry.
● There are a number of hospitals and resorts throughout the state which offer
Ayurvedic holiday packages.
● Kerala is synonymous to Ayurveda because of various characteristic features:
✔ Natural and herbal medicinal products.
✔ Geographical positioning and tropical climate.

27. AYURVEDA TOURISM IN INDIA
● In India, Kerala is emerging as a prime destination for Ayurvedic health tourism.
● It is the most ancient medical system popular in Kerala that is practiced in a
traditional way.
● Ayurveda became a huge selling point for Kerala tourism industry.
● There are a number of hospitals and resorts throughout the state which offer
Ayurvedic holiday packages.
● Kerala is synonymous to Ayurveda because of various characteristic features:
✔ Natural and herbal medicinal products.
✔ Geographical positioning and tropical climate.

28. ● The promotion of Ayurveda in health tourism started in 1994 and the Kerala
tourism development corporation(KTDC) started Ayurvedic health centers.
● KTDC has tied up with the most reputed Ayurveda treatment providers.
● Ayurveda is popular in UK, US, France, Italy, Germany & few Gulf countries
like Saudi Arabia and UAE.
● Kerala has highly developed health-care system which enables the state to
attract patients from all over the world.
● Kerala has undertaken many marketing strategies for promoting Ayurveda.

29. BENEFITS OF AYURVEDA
Physical and
mental health
without side
effects
Promotion of body's own capacity for
maintenance and balancing
Non invasive and non
toxic
Treat stress related, metabolic and chronic
conditions
Benefits of
Ayurveda

30. OBSTACLES
● Travel agents stress mainly on the massage part of Ayurveda,even though it has
lots another peculiarity of its own.
● Emergence of lots of unauthorized Ayurvedic centers which indulge in illegal
activities.
● Issues related to the exporting of Ayurvedic medicines.

31. ● Kottakal Arya Vaidhyashala
● Amrita Ayurveda Medical Centre, Cochin
MAJOR AYURVEDIC CENTRES

32. GUIDELINES TO PROMOTE HEALTH TOURISM
● Ministry of tourism, Govt. of India prepared guidelines with the mission to promote
India as a holistic tourism destination.
● Formation of wellness or medical tourism association of India.
● Financial support for wellness or medical tourism service providers.
● Constituting Wellness and medical tourism promotion committee.
● Undertaking measures for Publicity.
● Financial assistance for Promotional activities.

33. ● Permission to Use incredible India logo.
● About capacity building.
● Provision for participating in fairs and events.

34. STRATEGIC CHALLENGES FOR INDIA
● India is facing tough competition from active promotor nations of healthcare
tourism.
➔Poor brand perception of India.
➔Shortage of qualified work force.
➔Delay and inefficiencies due to inadequate legal and regulatory
infrastructure.

35. CRITICAL OPERATIONAL ISSUES
● Poor service in power, water, road and rail connectivity.
● Lack of hygiene awareness.
● Lack of bureaucratic support.
● Absence of tourist-friendly approach.
 The biggest challenge is the lack of govt. vision and clear cut futuristic policies.

36. GOVERNMENT INITIATIVES
● National medical and wellness tourism board was constituted by the ministry of
tourism chaired by tourism minister.
● Under the supervision of the board 3rd
international yoga day was celebrated
implementing various initiatives.
● Collaboration between the Ashok institute of hospitality and tourism
management.
● Tourism vision document 2030
● Audio visual presentation - “Introduction to India”

37. REFERENCE
● Shaik Shahazadi Begum, Medical and wellness tourism opportunities and challenges
marketing 'Brand India', Research management sciences, Volume 2(1), January 2013
● Neil Lunt, Richard Smith, Mark Exworthy, Stephen T. Green, Daniel Horsfall and
Russell Mannion, Medical Tourism: Treatments, markets and health system
implication: A Scoping Review, Directorate for Employment Labour and Social
affairs.
● Dr.padmasani and Remya V., Kerala : health tourism hub for Ayurveda, International
Journal of social sciences and management.

38. ● Jitendar Pal Singh Jammu, Yoga tourism in India, International journal of
information movement, volume 1, issue 8, December 2016
● Revised guidelines for the ministry of tourism's support to promote wellness as
niche tourism product, Government of India, Ministry of tourism( A & RT
division) .
● Dr.vijay Kumar, Prospects and challenges of yoga tourism in India and abroad,
International journal of research on tourism and hospitality, volume 3, issue 2,
2017
● New initiatives on medical and wellness tourism on world tourism day,Press
information bureau, Government of India, Ministry of tourism.

39. THANK YOU FOR YOUR ATTENTION