THIRUVANANTHAPURAM: Kerala’s ayurveda wellness sector is riding high on global demand, with steady guest arrivals expected through March. While numbers from Germany --traditionally the state’s dominant source market -- have seen a dip of nearly 50%, operators say the shortfall is being offset by visitors from smaller European nations such as Lithuania, Latvia, Slovakia, Slovenia and Croatia, along with several other emerging regions. This is the first time many of these markets are registering significant inflows, industry insiders said.
According to stakeholders, overall business has risen by around 10% this season. Arrivals from Arab countries have also registered a notable increase. Tourism operators believe the shift reflects both widening global awareness and new market openings. Ayurveda Promotion Society (APS) president Sajeev Kurup said ayurveda and wellness properties are fully booked till March.
“Germany used to be our strongest market, but that crowd is now opting for Sri Lanka. However, Central and East European bookings have grown considerably, and we are seeing steady arrivals from Ukraine and Russia. We are finally reaping the benefits of the promotion efforts over the past decade,” said Sajeev.
“Traditionally, the season gathers momentum in September-October, but this year it began in November, owing to changing weather patterns and other factors,” he added.
In a bid to further diversify markets, Kerala Tourism in association with APS will host the International Ayurveda & Wellness Conclave next month in Kozhikode. According to organisers, the response has been overwhelming.
Poovar Island Resort CEO Jayakumar S said demand for ayurveda has been consistently strong post-pandemic. “Business is good and we are receiving substantial bookings from CEE countries, Russia and Ukraine,” he said.
Arrivals from Arab countries are also rising sharply. Gateway Malabar Holidays managing director Jihad Husain reported a 25% increase in business this year. “Several specialised Arab-friendly properties in north Kerala are running at full occupancy. Relaxed medical visa norms and improved international connectivity will take the sector to the next level. The potential is huge,” he said.
CGH Earth vice-president Shilendran M said business is up 10% from last year. “Domestic demand is the most notable development. Australia, Spain and Italy are the other relatively new markets that have opened up. More Indians are now opting for ayurveda and wellness holidays,” he said.