Wellness tourism stakeholders in Alappuzha harbour high hopes this year

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While wellness tourism is growing in Alappuzha, the district is missing out on a major clientele in this segment. Photo: Shutterstock/ebin francis

Alappuzha: With an above-average monsoon being predicted this year, stakeholders of wellness tourism in Alappuzha have high hopes. Alappuzha, with its beaches and backwaters, offers a significant presence in the wellness tourism sector. During the Karkidaka season, the demand is for wellness tourism. This revolves around rejuvenation therapies meant to uplift the body and mind of a person. The foreign tourists who arrive during the winter time are here mainly for health tourism. This involves genuine medicinal treatment accompanied by a strict regimen that can last for weeks or even months. 

“Last year we had a record number of tourists arriving for various Ayurvedic therapies. This was higher than the peak number during the pre-Covid era. This year, with the prediction of above average Monsoon and increasing awareness about the benefits of Ayurveda globally, we expect an even better turnout,” says Sajeev Kurup, president of Kerala Ayurveda Promotion Society. The domestic tourists who turn out for wellness tourism include people from other parts of India and Indians, mainly Malayalees, working in the Gulf region. They come here to unwind and undergo rejuvenation therapies. The picturesque backwaters and the enthralling houseboat rides make Alappuzha an attractive destination for them.

While wellness tourism is growing in Alappuzha, the district is missing out on a major clientele in this segment. The Arab tourists travelling for Ayurveda therapies are a major contributor of foreign money to the sector. Unfortunately, very few of them see Alappuzha as a potential destination. There are two reasons for this. “The people coming from the Middle East require an environment similar to theirs back home to feel comfortable. This includes Arabic-speaking staff, Arabic food, Arabic hospitality etc. Alappuzha doesn't offer this. Another reason is the lack of marketing. No efforts are being made to promote Alappuzha as a viable destination among them,'' said Sajeev.

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