Abstract:
From the emergence of ancient civilisations during 3500 BCE, people started travelling in search of food and shelter. Subsequently travelling took place for trade as well as for capturing territories. Then came the concept of god, people started travelling for religious reasons and eventually pilgrimage travelling got mixed up with miracle healing also. Over the years the concept of heath care started gaining prominence and presently health tourism as well as medical tourism are gaining more and more importance around the world. Though health tourism is very ancient practice [use of Complementary Alternative Medicines (CAM), and of which the most prominent one is Ayurveda dating back 5000 years], medical tourism got prominence in the course of European colonisation and the developments of Allopathic treatments [commonly known as Modern Medicine (MM)] during the last century. This paper explores the origin, development, growth, decline and revival of health tourism products (CAM), along with medical tourism products (MM). Issues surrounding health and medical tourism in today’s environment are critically analysed in this paper with a special focus on Ayurveda practices in India based on the four basic ingredients (viz.; Bhishak, Dravyani, Upasthata, and the Rogi) and their present status in India. Due to its low cost advantage, small waiting time, and zero side effects, people (mostly from western and European countries) resorting to CAM is gaining more prominence in Asian countries (especially in India, Singapore, and Malaysia) where heavy investments are made for the future growth potential. Literature review shows that health tourism, around the world in general and India in particular, will become more significant in the near future. From that perspective, proper initiative should be taken by the authorities for promoting Ayurveda as a unique health tourism product emphasizing no medical side effects which in turn will attract more people resulting in the development of a profitable and sustainable health tourism industry in the region. By capitalizing on the transformational capability of social venture capital, CAM (especially Ayurveda tradition) in India and elsewhere can be rejuvenated in the coming years.
