The Kerala Ayurveda Promotion Society successfully concluded its impactful participation at the Great Indian Travel Bazaar (GITB) 2025, held in Jaipur from May 4th to 6th. This engagement underscored their dedication to promoting genuine Kerala Ayurveda, wellness practices, and regenerative tourism models that benefit local communities, preserve cultural and natural heritage, and enrich the lives of all stakeholders in the state.
The Kerala delegation, spearheaded by Mr. Sajeev Kurup, President of the Ayurveda Promotion Society, along with numerous Ayurveda co-exhibitors, actively engaged with industry professionals and potential collaborators at the dedicated Ayurveda Pavilion. This pavilion offered visitors an immersive glimpse into Kerala’s Ayurveda and wellness tourism landscape, emphasizing the therapeutic, rejuvenating, and holistic aspects of this traditional medical system, alongside community-driven initiatives that embody the Ayurvedic way of life throughout “God’s Own Country.”
Mr. Sajeev Kurup, who also serves as the Managing Director of Ayurvedamana Hospitals, emphasized the critical attention required for authentic Ayurveda, spanning symptom identification to treatment and post-treatment care. He explained that accurately analyzing and identifying the root cause of a patient’s ailment involves considering various facets of their daily life, including dietary habits, sleep patterns, body weight, and numerous internal and external factors. According to Mr. Kurup, experienced Ayurveda physicians possess the expertise to pinpoint these underlying causes, sometimes even through subtle observations like analyzing a patient’s heartbeat, facial expressions, and movements. He asserted that while Kerala Ayurveda’s effectiveness is well-established, the Ayurveda Promotion Society is now prioritizing quality over quantity. He also noted the establishment of an exclusive Ayurveda pavilion for the first time in the history of Kerala Tourism at an international tourism exhibition, which facilitated over 500 significant B2B interactions with leading tour operators and wellness experts from across the globe. Mr. Kurup reported that visitors to their pavilion were impressed by the quality and facilities offered and pledged their continued support in future seasons. He highlighted that this was the first instance of an authentic Ayurveda pavilion inviting attendees to explore the transformative potential of wellness tourism in Kerala through the lens of Regenerative Tourism, ensuring enduring value for both travelers and host communities.
Mr. Aji Alex, Managing Director of Healing Touch Ayurveda & Yoga Retreat and Vice President of the Ayurveda Promotion Society, commented on their participation, stating, “The Ayurveda Promotion Society’s presence at GITB 2025 reinforces our commitment to a genuine tourism model that is responsible, inclusive, and regenerative. We are showcasing experiences that transcend the conventional, driven by local communities, deeply rooted in our natural and cultural identity, and mindful of our ecological responsibilities. Events like GITB enable us to connect with partners who share this vision and are eager to be part of Ayurveda’s evolving narrative.” Mr. Alex also expressed concern regarding the perceived lack of sufficient support from the Kerala Tourism department in recent years for the promotion of Ayurveda and Wellness Tourism. He emphasized the historical success of Kerala Tourism being built on synergy through public-private partnerships, nurtured since the early 1990s, and noted the visible absence of this synergy at GITB. Despite this, Mr. Alex affirmed the Ayurveda Promotion Society’s unwavering commitment to promoting Kerala Ayurveda in the future, utilizing every opportunity, including GITB, to showcase the authenticity and international-standard facilities and service quality they offer.
Mr. Pradeep Narayana, Managing Director of Malika Ayurveda Beach Retreat and Joint Secretary of the Ayurveda Promotion Society, added that “GITB 2025 provided a valuable platform to showcase the evolving therapeutic and wellness tourism offerings of Kerala Ayurveda and to engage with stakeholders who share our vision of responsible and community-driven tourism. We extend our gratitude to all our co-exhibitors and partners for their active participation and look forward to building upon the momentum generated at this event.”
Throughout GITB 2025, the Ayurveda Promotion Society and its member organizations conducted numerous productive B2B meetings, explored potential collaborations with travel partners, and shared strategic insights into Ayurveda and wellness tourism that prioritize traveler well-being, community involvement, cultural preservation, and ecological sustainability.
Co-exhibitors with the Ayurveda Promotion Society included Somatheeram Ayurveda Group, Aurevoir Wellness Resort Malampuzha, Isola De Coco Poovar, Malika Ayurveda Beach Retreat Varkala, Shatavari Ayurveda, Kairali Ayurvedic Healing Village Palakkad, Ananda Cherai, Green Palace Health Resort, The Travancore Heritage Ayurveda Beach Resort Chovvara, Niramayam Heritage Ayurveda Hospital, Nangelil Ayurveda Hospital, Kadappuram Beach Resort Nattika, Hari Vihar Kozhikode, Ayurvedamana Hospitals, Vaidya Health Care Ayurveda, Poovar Ayurveda Village, Mannas Veedu Healing Touch Pathanamthitta, Athreya Ayurveda & Yoga Beach Retreat, and Revival Ayurveda by Abad Group.
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