Alleviation: An International Journal of Nutrition, Gender & Social Development, ISSN 2348-9340, Volume 11, Issue No 11 (2024): 1-15
© Arya PG College (College with Potential for Excellence Status by UGC) & Business Press India Publication, Delhi
http://apcjournals.com, www.aryapgcollege.ac.in
Prospects and Challenges of Wellness Tourism in India
Sukhvinder Singh
Assistant Professor, Department of Tourism
Government College for Girls, Guhla-Cheeka (Kaithal)
(Haryana), India
Email: sukhvindermehra499@gmail.com
Abstract
Wellness is a wellness of body, mind and spirit. Lifestyle and self-responsibility for health are main consideration for a better of life. Wellness is the optimal state of health of individuals and groups. Wellness tourism involves people, who travel to a different place to proactively pursue activities that maintain or enhance their personal health and wellbeing, and who seek unique, authentic or location-based experiences/therapies not available at home, now seeing those behaviors translate and are integrated into their travel and vacation habits in many places, with added alternative Indian medical systems. India is becoming a popular destination for wellness and other alternative medical systems and attracting many tourists. In India, wellness is popular since ancient times. Indian traditional medicinal and wellness practices Ayurveda and yoga have major areas of mental and bodily wellness. In recently medical tourism and wellness tourism are growing and garnering increasing attention in countries around the world, both businesses and governments are grappling with how to define, organize, and promote these sectors. India needs to create a brand image of its own. Also, clean and cheap hotels at tourist places must set up to cater to the budget tourists. Other supportive infrastructure, like information counters, and reservation booths for rail, air and road transport need to be made available round the clock so that the tourists should get adequate and required information at any time.
Keywords: Ayurveda, Health, Medical, Wellness Tourism, Yoga etc.
Introduction
The word “wellness” entered the mainstream lexicon in the 1970s and has dramatically grown in popularity over the last 10-15 years. Still only hazily understood by most consumers, in popular usage the term can be applied to anything that makes one feel good or that is “healthy.” The modern concept of wellness is very much rooted in the Western (U.S. and European) traditions and may not be well understood in other parts of the world. However, the tenets underlying wellness can be traced to the ancient civilizations of Asia, Greece, and Rome. It goes beyond mere freedom from disease or infirmity and emphasizes the proactive maintenance and improvement of health and well-being. Expressed on a continuum that extends from reactive to proactive approaches to health, wellness falls firmly on the proactive side, incorporating attitudes and pursuits that prevent disease, improve health, enhance quality of life, and bring a person to increasingly optimum levels of well-being.
Definition: Health and Wellness Tourism
Health and wellness tourism includes travelling both nationally and internationally to places and facilities, such as hospitals, clinics, thermae, thalasso, wellness SPAs, and fitness centers and wellness resorts. In 2012, it was estimated that a million medical tourists travelled around the world for outbound/ inbound medical tourism. The purpose of health and wellness tourism is medical care and health, beauty, relaxation, recovery and rehabilitation treatments. There are more than a hundred-million health and wellness tourists around the world each year. Health and wellness tourism includes medical tourism, elderly age tourism, disability tourism, thermal tourism and thalasso-therapy tourism.
Objectives
1) To understand what wellness tourism is?
2) To find out prospects and challenges of wellness Tourism in India.
3) To point out major places of wellness tourism in India.
Methodology
Secondary data were accumulated through various sources like internet, reference materials, newspapers, magazines, Articles etc.
Results and Discussion
According to the World Health Organization (WHO), health is “a state of physical, mental and social well-being and not merely the complete absence of disease or infirmity.” In accordance with this definition, wellness can be equated with health. Health and wellness involve several well-being dimensions including physical, mental, social, sexual, emotional, cultural, spiritual, educational, occupational, financial, ethical and existential dimensions.
Wellness tourism can give a tourist ample opportunity for introspection and at the same time rejuvenate the body, mind and soul by the detoxification provided by various healthcare therapies some of which are the following: -
1) Ayurveda
Ayurveda or ayurvedic medicine is a system of traditional medicine native to the Indian subcontinent and a form of alternative medicine. Ayurveda stands for "Science of life or age" and is the oldest form of complete medical system in the world and dates back to 5000 B.C. Its roots lie in the ancient Indian Civilization and the Hindu Philosophy, and has been an important influence on the development of almost all other Easten Medical systems. Ayurveda stresses a balance of three elemental substances dosa, analogous to classical humorism:
2) Unani
Unani-tibb or Unani Medicine also spelled Yunani Medicine is a form of traditional medicine widely practiced by Muslims. Unani medicine is based on the concept of the four humours: Phlegm (Balgham), Blood (Dam), Yellow bile (afra) and Black bile (Sauda). "Tibb" is a persian word that stands for "medicine" and Unani has been derived from "Ionian" which stands for Greek, because of the Greek influence in this sytem of medicine. The form of medicine dates back to the 7th century, and the Muslims who came to India around the 11th centruy brought the system of medicine along with them.
3) Yoga
Yoga is a commonly known generic term for the physical, mental, and spiritual practices or disciplines which originated in ancient India with a view to attain a state of permanent peace. Specifically, yoga is one of the six astika schools of Hindu philosophy. Yoga focusses on holding physical postures that streches the muscles and limbs. It focuses on breathing exercises to treat some of the commom disorders of the nasal tract and to treat hypertension and diabetes. Yoga can be practised purely for relaxation of the body and mind and can develop flexibility and strength at the same time. A lot of international tourists come for experiencing yoga retreats in India every year. Some of the asanas are Veerbhadrasana, Uttanasana, Vrksasana, Ardha Matsyendrasana, Surya namaskar and Kapal bhati pranayam.
4) Sidha
Siddha Medicine is one of the oldest medical systems known to mankind. Contemporary Tamizh literature holds that the system of Siddha medicine originated in Southern India, in the state of Tamil Nadu, as part of the trio Indian medicines - ayurveda, siddha and unani.
It is assumed that when the normal equilibrium of the three humors (Vaadham, Pittham and Kabam) is disturbed, disease is caused. The factors, which assumed to affect this equilibrium, are environment, climatic conditions, diet, physical activities, and stress. Under normal conditions, the ratio between these three humors
Spas
The term spa is associated with water treatment which is also known as balneotherapy. Spa towns or spa resorts (including hot springs resorts) typically offer various health treatments. The practice of traveling to hot or cold springs in hopes of effecting a cure of some ailment dates back to pre-historic times.
5) Naturopathy
Naturopathy, or naturopathic medicine, is a form of alternative medicine based on a belief in vitalism, which posits that a special energy called vital energy or vital force guides bodily processes such as metabolism, reproduction, growth, and adaptation. Naturopathy favors a holistic approach with non-invasive treatment and, similar to conventional medicine, encourages minimal use of surgery and drugs. Naturopath encourages us to take responsibility of our own health by encouraging sensible diet and lifestyle management. A balanced and sensible diet consisting of natural foods (foods that have not been processed in any manner and purely natural) is the basis of a sound health. Naturopathy works on the principle that the diet should provide the necessary nutrients on which the body relies for good health.
Aromatherapy is a form of alternative medicine that uses volatile plant materials, known as essential oils, and other aromatic compounds for the purpose of altering a person's mind, mood, cognitive function or health. Some of these useful oils are :- Camomile for Calming, Eucalyptus and Sandalwood as an Antiseptic, Geranium as a mild astringent, Jasmine as anti depressant, Nedoli as a mild sedative, Rosemary as a mild stimulant and Lavendar as a mild analgesic.
6) Acupressure
Acupressure is an alternative medicine technique similar in principle to Acupuncture. It is based on the concept of life energy which flows through "meridians" in the body. In treatment, physical pressure is applied to trigger points with the aim of clearing blockages in these meridians. Pressure may be applied by hand, by elbow, or with various devices
Acupuncture is a collection of procedures involving penetration of the skin with needles to stimulate certain points on the body. In its classical form it is a characteristic component of traditional Chinese medicine (TCM), a form of alternative medicine, and one of the oldest healing practices in the world. According to the Chinese Medicine, there are around 350 acupoints on the meridians of the body. Corresponding accupoints can be stimulated by inserting fine accupuncture needles to improve the flow of Chi or Qi (meaning breath, life force or energy flow) in the meridians and thus restoring healthy functioning to the internal organs of the body.
7) Massages
Massage is the manipulation of superficial and deeper layers of muscle and connective tissue using various techniques, to enhance function, aid in the healing process, decrease muscle reflex activity, inhibit motor-neuron excitability, promote relaxation and well-being, and as a recreational activity. Massage Therapy is one of the oldest forms of remedial therapy. Originated in China or Mesopotamia. It was practiced widely in ancient Greece and was also advocated by the ancient Greek physician "Hippocrates" when he wrote "the way to health is a scented bath and an oiled massage everyday". The comforting form of massage consists of soothing strokes and rubbing and now widely used in both the conventional and non- conventional form of medicine.
8) Meditation
Meditation is a practice in which an individual trains the mind or induces a mode of consciousness, either to realize some benefit or as an end in itself. The term meditation refers to a broad variety of practices (much like the term sports) that includes techniques designed to promote relaxation, build internal energy or life force (qi, ki, prana, etc.) and develop compassion, love, patience, generosity and forgiveness. Meditation allows one to understand themselves better and be mentally concious of one's character. Meditation can help in a lot of disorders common in a busy lifestyle like stress, hypertension, anxiety, depression and drug addiction.
Wellness Tourism in India
India has always been known for its rich heritage of ‘Wellness ‘traditions and has enormous possibilities to offer to ‘Wellness’ seekers. The Indian ‘Wellness’ industry is one of the fastest growing segment of the travel and leisure industry. India has the potential to become an attractive ‘Wellness’ destination for the global travelers. Therefore, there is need to position India as a centre of ‘Wellness’ that has been an integral part of the Indian way of life. Realizing this potential to develop ‘Wellness’ Tourism as a niche tourism product for attracting both domestic and international tourists.
The demand for Ayurveda, Yoga, Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) and herbal products is surging in India and abroad. The wellness sector includes segments such as alternative therapies, beauty, fitness and nutrition, among others. Of these, rejuvenation services such as spas, alternative therapies, Ayurveda treatments and beauty services are expected to grow at around 30 per cent, while the fitness sector (which includes gyms and slimming centers) is expected to grow by more than 25 per cent. The wellness business in India is projected to grow at a CAGR of 30-35 per cent over the next 5 years with the business of leisure growing in popularity. The wellness industry covers several sub-segments, including leisure, fitness, general health, medical tourism and even winding down/get-away tourism. India's medical tourism sector, estimated to be worth USD 3 bn in 2015, is projected to grow to USD 7-8 bn by 2020.
The wellness industry in India is poised to grow at a CAGR of nearly 12 per cent to reach USD 23 bn by FY 20 from USD 13 bn in FY 15.The wellness industry could be further segmented into following subsectors with their share of contribution:
• Beauty care: 40 per cent
• Nutritional care: 27 per cent
• Fitness centres: 16 per cent
• Alternate therapy: 15 per cent
• Rejuvenation: 2 per cent
Alternate therapy has been growing at a significant pace in India. The domestic trade of the Ayurveda, Yoga, Unani, Siddha and Homoeopathy (AYUSH) industry is of the order of USD 1.3 bn. The Indian medicinal plants and their products also account for exports in the range of USD 153 mn.
The country has a history in the field of wellness and health as it is home to world’s two oldest, safest, and most effective health and wellness traditions, Ayurveda and Yoga. There are numbers of destinations in India that are important for wellness tourism for both domestic as well as international tourists and these are indeed some of the finest in the country as follows:
1) Ayurvedagram Heritage Wellness Center, Bengaluru, Karnataka
Located on the periphery of Bengaluru, Ayurvedagram Heritage Wellness Center is one India’s recognized wellness centers. Ayurveda and Yoga practices are performed here to treat people. Spread in the 9 acres of land, this Ayurvedic healthcare spa renders a gentle touch through Ayurvedic remedies, Yoga, Pranayama, and a vegetarian Ayurvedic diet for their believers. The place offers some attractive tailor-made packages as per guests’ needs which are determined by a doctor. Moreover, this top wellness center in India offers accommodation for its guests in an antique wooden cottage, keeping simple and comfortable.
2) Ananda in the Himalayas, Rishikesh, Uttarakhand
One of the top luxury spa resorts in India, Ananda is nestled in the hills of the Great Himalaya in North Indian state of Uttarakhand. The place is spread across 100 acres of land and is surrounded by sal forest. Besides offering varied treatments, the destination is pooled with the views of mighty Himalayan Mountains. They have tailor-made packages which concern an individual’s health, Moreover, they have their team of experts, Ayurvedic doctors, skilled therapist, nutritionist, yogis, and chefs. These experts have a professional approach and they aim to offer the best to their guests in terms of a healthier and sustainable lifestyle.
3) Shreyas Yoga Retreat, Bengaluru, Karnataka
From the ancient time, Yoga has been a safest and effective mode of healing people in the healthcare industry. Now, it has gained popularity across the globe. In many occasions, Yoga is also used as a treatment. Though India hosts numbers of Yoga centers but if you are looking for a place with excellent ambience and great Yoga treatment, Shreyas Yoga Retreat would be the right choice for you. They aim to rejuvenate the body and mind completely. Thus, they have customized treatment packages, which have a different role to play in the healing of their visitors. Apart from that, the additional features of this Yoga center include meditation hall and huts, an open-air amphitheater, library, pool and jacuzzi, indoor yoga hall, jogging trail, home theater, nature farming, and even cricket nets for cricket aficionados. Moreover, the center has bagged several awards when it comes to their offerings.
4) The Leela, Kovalam, Kerala
Apart from a hotel, the place is also top wellness center in India. Here, therapies combine with detoxification, rejuvenation, de-stress, and wellness. They have ranges of lifestyle packages which include lifestyle package, wellness package, and therapeutic package. Their lifestyle package aims to provide relaxation and rejuvenation along with reducing stress and purifying the blood by using herbal oils and medicines. Besides, the wellness package is intended to tone the body through weight management treatments. This treatment comprises of body massage, herbal medicines, and a special diet. Lastly, their therapeutic package ensures the complete and intense care through treatment depends on the ailment and recommended by their professional doctors. Along with that they also offer spa treatment with ranges of the spa to revitalize your mind, body, and soul.
5) Vana, Dehradun, Uttarakhand
Comes under the act in January 2014, Vana is one of the newest wellness tourism destinations in India. The center has some rules which must be followed by the visitors. This includes attire which must be worn during their activities. Spread in 21 acres of land, Vana aims for service along with well being. Moreover, they have competitive packages which are offered with warm-hearted assistance, accommodation, and amenities for the wellbeing of the clients. The retreat discovers each aspect of a person’s well being- physical, mental, emotional, and spiritual. Besides treatments, the place offers privileges which consist wellness cuisine, daily guided meditation and yoga, nutritional cuisine lessons, music performances, gardens, and more to offer a rich experience of nature.
6) Sarovaram Ayurvedic Health Center, Ashtamudi, Kerala
If your budget instability binds you to develop your focus on health and wellness, Sarovaram is the best escape to get affordable healthcare services in India. Located in a beautiful tropical garden on the bank of Ashtamudi Lake, Sarovaram aids its clients with authentic Ayurveda treatment. The family-owned retreat offers Ayurveda care package and rejuvenation and detoxification package for a healthy living. Moreover, there, one can have the best time as the center is pooled with some other activities like bird watching, herbal garden visit, temple and village visit.
7) Devaaya, Goa
Unit of Alcon Victor Group, Devaaya an Ayurveda and nature cure center is located on the Divar Island, Goa. The retreat center is spread across the 5-acre property and is just 13 km away from the capital of the state, Panaji. The center is the fusion of both luxurious lifestyle and wellness. The place promises to be an Ayurveda center but also yoga and therapy center. Ayurveda and Naturopathy care at Devaaya help to recoup your health which eventually promotes the health & wellness tourism in India. Apart from this, the retreat center is also sponsored with some modern amenities- luxurious furniture, 24 hours hot/cold water, Tv, Air conditioner, gardens, Jacuzzis, saunas, swimming pool, gym, jogging track, and more.
8) Indus Valley Ayurvedic Centre, Mysore, Karnataka
Situated on the lap of Chamundi Hills, Indus valley Ayurvedic center is constructed on the basis of architectural and scriptures. This one of the best Ayurvedic center in India offers a Vedic insight of how to live a healthy and peaceful life through Ayurveda. The working aspects of Indus valley ayurvedic center lie on the five elements Earth, Water, Air, Fire, and Ether. Apart from Ayurvedic treatment, the retreat center also offers some other provisions to their clients. These include accommodation, food & ceremonies, education, and yoga therapies. Sets in one of the most tranquil cities of south India, Mysore, IVAC focus on rejuvenation and cure through a natural process. When it comes to accommodation services for the guests, the place holds some commendable rooms and suites that fit everyone’s pockets as they range from the cottage, deluxe to standard.
India is indeed the best destination for wellness holiday as it embraces with numerous centres that can cater to the needs of mind, body and soul. Challenges of Wellness Tourism in India Paucity of skilled and trained personnel is one of the biggest challenges in the industry today. Wellness services, it is estimated, will require 600,000 additional skilled personnel over the next five years. However, their availability is a concern. Effective monitoring of the industry is a challenge and on hindsight it seems as though the initial attempts at quality accreditation have not been impactful.
Challenges Faced by Wellness Tourism Products Users
Users of wellness products and services face around the quality of the offerings, primarily due to the following aspects:
1) Substandard facilities and poor infrastructure, especially in the unorganized sector.
2) Unresponsive staff and poor ambience.
3) Doubts over the availability and skill of the service provider, thereby hampering reliability.
4) Usage of sub standard, ineffective and harmful products by service providers with a view to regulate costs.
5) Over promise and under delivery by service providers leading to unmet expectations of the clients.
Challenges Faced by Service providers
Our focus on organized providers in the wellness space reveals several key challenges, a few of which are influenced by the cost of providing the service, while the rest are independent of cost:
1) Inherent cost and locational advantages of unorganized players leading to strong competition.
2) Price sensitivity of the Indian customers, affected by the limited knowledge of wellness service offerings.
3) Significant Investment costs and long payback periods due to a lag in creating brand credibility and loyalty.
4) Shortage of skilled manpower and rising costs of inputs, rentals, advertising and promotions.
5) Regional differences in the expected wellness service offering, leading to a non standardized approach for offerings.
6) Sustained focus among the learner base on traditional streams like science and commerce.
7) Lack of accreditation/recognition bodies to underscore credibility and enable differentiation.
Challenges Faced by the Government
The Government faces challenges mainly due to the high extent of un-organization in the various segments in wellness, in addition to the following aspects:
1) Difficulty in application of control over unorganized sector.
2) Difficulty in implementing a control mechanism for regular monitoring and auditing unorganized players.
3) Hurdles in creating awareness in the consumers around the benefits and safety of the centers which are compliant and accredited.
4) Challenges in Integrating of different government agency initiatives in the wellness sector
Future Prospects of Wellness Tourism in India
In a country where the scholars and Vaidya’s conceptualized and defined the field of Ayurveda, wellnessis a natural extension of the preventive approach. Consumer lifestyles along with growing influence of global trends are now changing the face of wellness and making wellness a part of a consumer’s everyday life. While Indian players have forayed in the wellness industry, the potential still remains largely untapped. This is also attributable to the challenges that the players face, mainly due to the nascent stage of the industry. As the industry grows in an unorganized and uncoordinated fashion, these challenges become even more cumbersome. Therefore, it now becomes imperative for players to identify their potential and challenges, and derive solutions to tap the potential and overcome the challenges. To address these challenges private participants and the government share a common agenda in developing education infrastructure and improving quality standards in the industry. Private participants will have to work together to create a visible rating mechanism for the industry, that can provide an assurance of quality among consumers. In addition to this, greater collaboration with the government to create education infrastructure and generating internal and external awareness on quality accreditation are key action areas for private participants. The Indian government on its part has to ensure that there are systemic checks for monitoring and that certified and licensed personnel are employed in critical service areas. During the coming years we estimate that the Indian wellness industry will grow at a CAGR of 20 per cent to reach INR 875 bn. Consumers and their needs will continue to evolve, driving the transition from remedial care to a more holistic view on preventive care. This augurs well for the wellness industry in India.
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