Author(s): Anoop Gurunathan A and Lakshmi KS
Ayurveda tourism, a niche yet burgeoning sector within global health tourism, particularly thrives in Kerala, India – popularly referred to as the “Land of Ayurveda”. Despite its historical roots and international acclaim, marketing efforts for Ayurveda tourism have not kept pace with global wellness trends and evolving consumer demographics. This communication explores the current landscape of Ayurveda tourism marketing, identifies key gaps, and also outlines future directions. It concludes with actionable recommendations to reposition Ayurveda tourism in global and domestic markets through integrated marketing strategies, technology adoption, and stakeholder collaboration.