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Western Ghats, the biodiversity hotspot, which made it to the UNESCO list of World Heritage Sites, will now be a focal theme of Kerala Tourism's Ayurveda campaign. The Western Ghats, which forms the eastern border of the state, is a continuous stretch of mountains, except for a mountain pass in Palakkad district.
Kerala's centuries-old continuing tradition of Ayurveda owes a lot to the treasure trove of medicinal herbs on the Western Ghats.
"The state is naturally blessed to be the flag-bearer of Ayurveda'', said Mr. A. P. Anilkumar, Minister for Tourism, Kerala, while announcing the new campaign. ‘'The rich eco-system on the Western Ghats has always helped the state to maintain its tradition of Ayurveda,'' he added.
Kerala Tourism, through its new campaign, expects to increase the average duration of holidaying by foreign tourists in the state from the current 16.2 to 18 days. "We offer wellness-oriented treatments which will add vigour to one's physical system, exactly what the tourists are looking for," said Mr. Suman Billa, Secretary, Kerala Tourism.
Kerala Tourism Director Ms. Rani George says she hopes the state to immensely benefit from the campaign. "A lot of people in the State practice this ancient system of medicine and propagating Ayurveda will definitely help their welfare," she said.
Kerala Tourism is also promoting new destinations and products as part of the campaign. The products include adventure tourism activities such as rock-climbing and paragliding.
