Kerala one of the first Superbrand of India in the tourism area, tag lined ‘God’s own country’ is bestowed with abundance in beauty, moderate climate; friendly, highly educated and resourceful people; lively and dynamic culture; considerable government support in terms of funds; policy decisions favouring tourism and numerable potential resources. All these form a perfect combination for development and diversification of tourism. Kerala is largely a consumer state with its economic status derived from a huge population working abroad. But the recent global economic slowdown has resulted not only in loss of opportunities abroad but also a reverse exodus of people returning home. Hence, it has become imperative for the government ‘to look elsewhere’. Tourism seems to be the answer and the best available option. To tap the full potential of tourism and to lay a solid economic foundation, it becomes necessary to look at possible diversifications, exploring fully untapped areas, combining it with unique possibilities indigenous to Kerala alone.
This paper examines the various factors that contribute to Kerala's strength as a preferred destination for Health, Wellness and Medical tourism. It also examines the diverse challenges that need to be addressed by the stakeholders to realize its potential
The appropriate approaches to propel Health Tourism in the global context are standardiza-tion of quality, proper management, innovative methods for manufacturing and the degree of potency. In recent scenario promotional activities are being made to revitalize the hidden science of healing in Kerala through health and wellness and also medical tourism. The synergistic combination of health, vacation and leisure will help the tourism and hospitality sector to cultivate global competitiveness and have sustainable growth.