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August 16, 2026International Journal of Spa and Wellness

Ayurveda-driven wellness tourism in India: strategic implications for destination branding and sustainable hospitality

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Authors

JLJoyshree lairenjamJAJ AnjanaABAparna Bagul

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Overview

Strategic report outlines key pathways for developing Ayurveda-driven health tourism in India, highlighting the need for clinical evidence, standardized services, and sustainable hospitality models.

Key Points

  • To explore strategic opportunities and structural obstacles in establishing Ayurveda as a credible, sustainable medical and wellness tourism product.
  • Evaluated national tourism frameworks including the National AYUSH Mission, the Heal in India campaign, and the AYUSH Visa Program.
  • Analyzed industry challenges regarding service standardization, clinical validation, and the preservation of authentic traditional practices.
  • Identified standardized service delivery and clinical evidence generation as critical prerequisites for international recognition.
  • Established three strategic imperatives: demonstrating clinical efficacy, aligning hospitality models with Ayurvedic principles, and integrating sustainable global wellness practices.

Cite This Study

lairenjam et al. (2026) studied this question.

synapsesocial.com/papers/6a81796af2fb91fc834ac7d2https://doi.org/10.1080/24721735.2026.2706384
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