Kerala's Ayurvedic Tourism Booms Post-Pandemic, but Faces Challenges in Sustaining Authenticity and Equitable Benefits
🌱 In Kerala, India, international tourists increasingly seek holistic Ayurvedic treatments, signaling a shift in health authority from Western biomedicine. Kerala's wellness economy, expanding since the pandemic, blends Ayurveda with other traditions, boosting medical tourism revenue. However, reliance on heritage families for authentic practice strains the model, as formal training lacks generational depth. Growth hasn't equally benefited marginalized communities, highlighting social inequalities. Kerala exemplifies regenerative tourism, but challenges remain in achieving equitable, authentic development.
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