Tourism and Ayurveda - the twin tracks

Kerala is today India’s most significant medical tourism success story. But 25 years ago, the state was an unknown destination having less than handful of quality hotels, resorts and restaurants. So what turned around its fortunes?

Identifying tourism as an opportunity area for Kerala Ayurveda, the serene backwaters were picked up to build and promote brand Kerala, thus creating a standalone destination, said T Balakrishnan, additional chief secretary, Industries and Commerce department, delivering the inaugural speech of the ‘Brand Conclave 2010.’

Organised by the Confederation of Indian Industry (CII) and Advertising Club, Kochi, the conclave saw R Dinesh, joint managing director, TV Sundram Iyengar & Sons, deliver the keynote address. 

Among the participants were Navas Meeran, chairman, Kerala Brand Conclave, and vice chairman, Eastern group, Naveen Philip, chairman, Yi Kochi, and managing director of Popular Mega Motors, and P Ganesh, chairman, CII-Kerala.