Promoting Health And Medical Tourism In India

Clarence Fernandes, managing director, Clavin Marketing (India) Pvt Ltd highlights the opportunities of this field in India

Health and medical tourism is perceived as one of the fastest growing segments in marketing ‘Destination India’ today. While this area has so far been relatively unexplored, we now find that not only the ministry of tourism, government of India, but also the various state tourism boards and even the private sector consisting of travel agents, tour operators, hotel companies and other accommodation providers are all eying health and medical tourism as a segment with tremendous potential for future growth.

Kerala - The Pioneer State

Kerala, or God’s Own Country as its corporate slogan goes, has pioneered health and medical tourism in India. They have made a concerted effort to promote health tourism in a big way, which has resulted in a substantial increase of visitor arrivals into the state. Kerala and Ayurveda have virtually become synonymous with each other. However, though Kerala has strongly focussed on Ayurveda and its wide array of treatments and medications, good facilities are also available in the other traditional forms of medicine as well as in modern medical treatment.

The bias towards health tourism in Kerala is so strong that Kerala Ayurveda Centres have been established at multiple locations in various metro cities, thus highlighting the advantages of Ayurveda in health management. The health tourism focus has seen Kerala participate in various trade shows and expos wherein the advantages of this traditional form of medicine are showcased.

Karnataka’s Foray into the Healthcare Sector

Kerala pioneered health and medical tourism in India through Ayurveda

The department of tourism, government of Karnataka, has ambitious plans for the state. According to D B Inamdar, minister for tourism, "The idea is to make Karnataka a top health tourism destination, not only in India but internationally. We want to lure foreigners to Karnataka to avail of our sophisticated facilities and subsequently induce them to enjoy our multiple tourism offerings. This endeavour will have a positive impact on the entire economy of the state." In fact, the government is setting up a Bangalore International Health City Corporation which will cater to patients for a wide variety of health care products and treatments.

The recent operations of children from Pakistan, who have sought medical treatment in Bangalore, have not only helped to boost the state economy but more importantly, helped in fostering goodwill, peace and harmony between India and Pakistan.

Without doubt, Indian doctors are among the best in the world and given the right atmosphere and environment, they can enhance the image of Incredible India as a health and tourism destination.

The state also boasts of having the unique property, Golden Palms Spa & Resort, which is the one and only resort in the country where a guest can have a complete range of pathological tests, dental treatment, electro -cardiograms, stress tests, X-rays, and even sonography tests. To crown it all, there is even a mini-operation theatre for cosmetic surgery performed by world renowned surgeons in the field.

FICCI’s Focus on Medical Tourism

It is indeed gratifying to note that well established chambers of commerce are now seriously looking at medical tourism and in fact, the Federation of Indian Chambers of Commerce and Industry, Western Region Council (FICCI-WRC) has taken the lead by setting up a task force for the promotion of health and medical tourism in Maharashtra. This task force has representatives from the Maharashtra government, the medical educational institutions and the drugs department, Maharashtra Tourism Development Corporation, pharmaceutical companies, travel agents and tour companies.

Wing Cdr Anil M Gadkari, director, FICCI-WRC explained, "This is our dream project and we hope to get the support of all service providers of the industry. This project will indeed give a major boost to the tourism and hospitality of Maharashtra. We have received a positive response from MTDC who will work with us on this promotion."

Maharashtra’s Unlimited Potential

This state, as a gateway to India, offers tremendous potential to develop medical tourism. The latest addition in Mumbai is the Asian Heart Institute at Bandra-Kurla Complex, which offers state-of-the art facilities for all types of heart complications and even offers preventive cardiological treatment to avoid heart ailments and also to keep under control a host of heart problems. This institute which is in collaboration with the Cleveland Institute, USA, offers ‘five-star’ services at reasonable prices. There are even provisions for financial assistance which is offered through various trusts associated with the institute.

There are a wide range of hospitals which help to promote medical tourism in the state. Some of these are Lilavati Hospital, Jaslok Hospital, Bombay Hospital, Hinduja Hospital, Wockhardt Hospital and Apollo NUSI Wellness Retreat. Hotels like Hyatt Regency, JW Marriott, Renaissance and Resort, also offer extensive spa facilities aimed at rejuvenating both the domestic and international tourist.

International Conference

An international health and medical tourism conference is slated to be held towards the end of this year at Bangalore, which will see delegates from various South-East Asian countries, the Middle-East and even Africa participating. This will serve as an ideal platform for Incredible India to market its health and medical tourism products and services.