Title: Perspectives of stakeholders and experts on Kerala Ayurveda tourism marketing: a qualitative study

Authors: Gurunathan A. Anoop; K.S. Lakshmi

Addresses: Digital Marketing Manager, Aadhiriya Education Foundation, Edappal, 679576, Kerala, India ' ISBR College, Bangalore, Karnataka, 560100, India

Abstract: Ayurveda is a traditional healthcare system that attracts a large number of tourists around the world, making it a niche tourism sector. India is the motherland of Ayurveda, and Kerala has a rich tradition of providing Ayurvedic treatment and healing practices, making it the prime destination for Ayurveda tourism. This study investigates the marketing landscape of the Kerala Ayurveda Tourism sector by gathering insights from stakeholders and experts in the field through semi-structured interviews. Thematic analysis was conducted using NVivo tool to identify the trends and challenges within the sector. The findings highlighted that, despite having immense potential and a global reputation, Kerala Ayurveda tourism faces issues including ineffective marketing and promotion, lack of regulatory framework and competition from international players. The study puts forward strategic recommendations for positioning Kerala as the global leader by emphasising that marketing strategy can overcome the competition making it the world's Ayurveda capital.

Keywords: Kerala Ayurveda tourism; Ayurveda tourism marketing; semi-structured interviews; Ayurveda tourism stakeholders.

DOI: 10.1504/IJTP.2026.152737

International Journal of Tourism Policy, 2026 Vol.16 No.2, pp.140 - 166

Received: 19 Apr 2025
Accepted: 21 Jan 2026
Published online: 08 Apr 2026 *

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