Western Ghats to propel Kerala as global hub for Ayurveda
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| Western Ghats |
The Western Ghats, which is one of the eight hottest biodiversity hotspots in the world, will be key to the new Kerala Tourism campaign focusing on Ayurveda, because of its rich medicinal plants reserve. “Kerala is naturally blessed to be the flag bearer of Ayurveda because of the state’s rich ecosystem available within the Western Ghats,” said A P Anilkumar, Minister for Tourism, Government of Kerala.
The Western Ghats, which run through the entire state - from the hills of Wayanad in Northern Kerala to the southern Sahyadri peak - is an abundant reserve for medicinal herbs. Under the Tourism Department's quality assurance policy, visitors will be guided by the ‘Green Leaf’ and ‘Olive Leaf’ grading for Ayurvedic institutions, which marks ‘Kerala Tourism approved Ayurvedic Centres’, according to a press release.
Suman Billa, Secretary Tourism, Government of Kerala, said, “The Ayurveda of Kerala is essentially wellness-oriented, a treatment to bring vigour and existence to your system. That is what tourists are looking for - a great way to get your system well in the circumstances where lifestyle changes and urban pressures and stress are increasingly affecting people.” The Ayurvedic therapy programmes are expected to push the length of holidays. Under the Ayurveda-focused tourism campaign, the average length of holiday for foreign tourists is expected to go up to 18 days per person from the present average stay of 16.2 days.
The state is also transforming itself into an Ayurveda therapy for illness, besides the present pillar as a wellness treatment destination. Another plan by the state to bring about a convergence between different systems of medicine is also on the cards. The state’s tourism department is also adding new destinations and new tourism products, including Adventure Tourism activities like rock climbing and paragliding, under its new season's campaign.
The Western Ghats, which run through the entire state - from the hills of Wayanad in Northern Kerala to the southern Sahyadri peak - is an abundant reserve for medicinal herbs. Under the Tourism Department's quality assurance policy, visitors will be guided by the ‘Green Leaf’ and ‘Olive Leaf’ grading for Ayurvedic institutions, which marks ‘Kerala Tourism approved Ayurvedic Centres’, according to a press release.
Suman Billa, Secretary Tourism, Government of Kerala, said, “The Ayurveda of Kerala is essentially wellness-oriented, a treatment to bring vigour and existence to your system. That is what tourists are looking for - a great way to get your system well in the circumstances where lifestyle changes and urban pressures and stress are increasingly affecting people.” The Ayurvedic therapy programmes are expected to push the length of holidays. Under the Ayurveda-focused tourism campaign, the average length of holiday for foreign tourists is expected to go up to 18 days per person from the present average stay of 16.2 days.
The state is also transforming itself into an Ayurveda therapy for illness, besides the present pillar as a wellness treatment destination. Another plan by the state to bring about a convergence between different systems of medicine is also on the cards. The state’s tourism department is also adding new destinations and new tourism products, including Adventure Tourism activities like rock climbing and paragliding, under its new season's campaign.
ref: http://www.travelbizmonitor.com/western-ghats-to-propel-kerala-as-global-hub-for-ayurveda-18568
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ayurveda,
global conflict,
Western Ghats
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