Health Tourism In India: Issues, Challenges & Marketing Interventions

Abstract

The potential of the tourism sector to stimulate economic and social development thereby transforming economies is internationally acknowledged. In this globalized era, tourism has always been considered on top priority in India with the Governments at the centre as well as the states making highly focused efforts to exploit the tourism resources offered at the national and local level. It is the high-time for the stakeholders of Indian tourism sector to design strategies for exploring avenues in health tourism that the globalization has brought with it. It has become imperative for India to be sensitive to global changes and respond proactively to the changing international tourists perceptions. The present article studies the future of emerging health tourism in India. It then takes into account two ‘benchmark’ case studies, Kerala and Victoria’s Spa industry, the analysis of which is aimed to help devise strategies for the Indian health tourism to grow and exploit its true potential. The article also gives some insights that can be used in forming a right strategy to promote India as an attractive health tourism destination on the international platform.

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