Ayurvedic tourism

With ayurvedic rejuvenation treatments becoming available widely in differentparts of India and abroad, Kerala would have to strengthen its positioning as the‘real’ destination for ayurveda, and clearly distinguish its product vis-à-vis thoseavailable at other places.The other possible threat is that a semi-medical product is offered as a product ofrelaxation, often ignoring necessary conditions and precautions. Should there bea medical mishap, it could generate considerable negative publicity and create aset back. Medical check-ups to the requisite degree of detail may be specifiedclearly for each form of treatment. These should be insisted upon beforeproviding treatment in the certified ayurvedic centers. The experts may alsoevaluate and consider the need for liability insurance and/or any otherprecautionary measures.Distortion of traditional ayurveda and its commercialization is another issue ofconcern. One view is that once the novelty and uniqueness wears off, ayurvedictourism in its present form may lose its prime position and may end up having tobe offered as a mass product at reduced rates. The product can sustain itself inthe long run against competition, provided it can attract repeat business and alsosustained business from new customers through word of mouth publicity. Thiscan happen only if one avoids distortion of traditional ayurveda and itscommercialization for quick gains.