ABSTRACT
Ayurveda is a unique and ancient system of medicine that emphasises the prevention of body ailments in addition to curing them. The integration of the health sector with the tourism sector has become a new feature of the socio-economic development of the Asia-Pacific region and has resulted in a new branch of tourism: Ayurvedic tourism. This chapter provides insight into the emerging trend of Ayurvedic tourism and presents a case study of how it is supporting economic development in Kerala, India. Using a case study involving Ayurvedic health tourists, managers and employees of Ayurvedic resorts and spa centres, this chapter demonstrates that, although there are a number of weaknesses in the provision of treatments that need to be addressed, this is a flourishing industry. The chapter concludes that the potential for Ayurvedic tourism is promising and with the right government support, this branch of tourism can contribute to green growth through conserving biodiversity, cultural heritage and traditional values.
