Kerala: New age destination

Healthcare infrastructure in Kerala is world class with state-of-the-art facilities and speciality hospitals

Kerala's tourism sector strives to position Kerala as a New Age Destination of the world, catering to different sets of travellers. Dr Venu V, Principal Secretary (Tourism), Government of Kerala, shares his thoughts on Medical Value Travel (MVT) and tourism in an exclusive interview with wknd. Excerpts:

Medical Value Travel

I think Medical Value Travel (MVT) is an economic activity with immense potential that Kerala can and should promote for several reasons.

Kerala's health indicators are among the best in the world and we have some of the finest healthcare professionals. Healthcare infrastructure coming up in Kerala is now world-class, with state-of-the-art facilities and speciality hospitals. And the best bet is the huge cost advantage that Kerala offers over other centres with similar facilities and resources.

For travellers from the Middle East, which is just four-hours away by flight, it provides an added connectivity advantage. In Kerala, hospitals like Aster Medicity, KIMS, Aster MIMS etc., are already active in this segment and targeting the Middle East market in a big way.

Recent reports show that global MVT is expected to grow to $32.5 billion by 2019 and MVT in India is projected to touch $10.6 billion in 2019. Kerala currently attracts only 5 to 7 per cent of global MVT, the equivalent to $200 million annually, which indicates that there is a huge untapped market for us, given the advantages we have.

Home of Ayurveda

Kerala is considered the Home of Ayurveda and its traditions have acquired much popularity around the globe in recent times. The holistic, wellness concept inherent in Ayurveda has found wide appeal, particularly in European countries such as Germany, Sweden, the UK, Russia and even in the Middle East. We get a lot of overseas travellers who come to Kerala specifically to get Ayurvedic treatments and Kerala Tourism has tried to ensure that the service they get here is of the highest standard through a process of quality-checking and accreditation.

There are good number of wellness centres, hospitals and specialised centres in resorts and hotels offering high-quality, authentic Ayurveda therapies. A certification system has been introduced by the Kerala Tourism to classify centres into Green Leaf and Olive Leaf categories based on the quality and standard of services and products. The list of Kerala Tourism accredited Ayurveda centres is available on www.keralatourism.org/ayurvedacentres/

PROMOTING SUSTAINABLE GOALS: Dr Venu V, Principal Secretary (Tourism)

Role of a facilitator

We would like to restrict our role to that of a facilitator and catalyst for the development of Medical Value Travel (MVT). A new body called the Kerala Medical Value Travel Society (KMVTS) was formed recently with the Secretary-Tourism, Secretary-Health, Secretary-Industries, among others as its ex-officio members.

The objective of the society is to place Kerala on the global MVT map and also promote the state as a healthcare hub in the country by 2020.

The state government and other health industry stakeholders jointly organised an International conference and exhibition last year to highlight the top-of-the line facilities in Kerala.

Tourist attractions

Ayurveda, backwaters and houseboats are easily the best-recognised attractions of Kerala. But we do have a good diversity of tourism products and some of them are equally popular such as hill stations and beaches. We are now increasingly into promoting new experiences in the form of Heritage trails such as Muziris, Village Life Experiences as part of our Responsible Tourism initiatives, Eco-Adventure Tourism that takes advantage of our geography and Cultural Holidays that offer travellers a unique experience.

The Middle East is a growing market for Kerala Tourism. Our promotional efforts, particularly in Saudi Arabia and the UAE have had tremendous responses. We have been campaigning in this region through roadshows, print and outdoor media. Kerala Tourism also participates in the Arabian Travel Market, the biggest trade show targeting the Middle East travel industry.

It would be difficult to list all the attractions of Kerala in a limited space, I'd say it is more of an experience to be had than read about - a small region that offers multiple experiences in a single destination. Kerala's moderate climate, lush-green landscapes and varied geography, the unique backwaters network, forest cover, beaches, hill stations and serene villages are attractions in themselves. Added to these are the distinct architecture, amazingly varied cuisine, a similar variety in culture and the arts, history and heritage, which can all be experienced if you travel only a few hundred kilometres within.

Kerala Tourism has been able to successfully promote and market these, thanks to a strong public-private partnership that has worked to the advantage of the industry.

Responsible/Sustainable tourism

Responsible Tourism (RT) was launched in four pilot destinations across Kerala - Kovalam, Kumarakom, Thekkady and Wayanad, and later extended to Kumbalanghi and Bekal. We are very pleased with the impact this initiative has made in terms of socio-economic benefits to local communities, sustainability and conservation efforts and we plan to extend this to more destinations over the next two years.

We have also introduced an RT classification system for accommodation units and all hotels and resorts are being brought under the initiative. The classification system for homestays has also been re-modified in tune with the RT principles and the new system is being implemented.

We are working closely with the private sector in developing infrastructure and other services in upcoming destinations. Infrastructure upgradation is a continuous process and is a top priority for Kerala Tourism. It is a part of the destination development plan and done in accordance with the long-term sustainability goals for the destination.

The Kerala model of Tourism Development will sustain nature, nurture communities and provide unique, intrinsic experiences to the travellers.

suchitra@khaleejtimes.com

• Health and Fitness