1Department of Tourism, Tagore Government Arts & Science College, Puducherry-605008, (UT), India
2Indian Institute of Tourism & Travel Management (IITTM), An autonomous body under Ministry of Tourism, Govt. of India, Bhubaneswar, Odishaprofsaratlenka@gmail.com
*(*Corresponding author) email id: *prejimp@gmail.com,
The health tourism sector which has pegged at $3 billion business in 2015 is estimated to grow by $9 billion worth opportunity by 2020 and is trending with a positive growth trajectory. The Kerala Tourism statistics has revealed that around 3.58% of foreign tourists who visited the state have opted for Ayurveda and similar wellness treatments. Unlike the other populous types of Tourism where the demand is driven based on lower price considerations and similar orientations, the Wellness Tourism demand is driven out of authentic treatment facilities, professionally administered services, international accreditations & reputation, extent of rejuvenation & recuperation. This underlines the need for an effectively coordinated developmental approach in building Wellness Tourism Brand by duly acknowledging its distinct differences in relation to therapeutic and industry performance indicators.
Wellness tourism brand, Therapeutic indicators, Industry performance indicators
