Seeking health under palm trees: Ayurveda in Kerala.

Movement for healthcare, mostly termed 'medical tourism', has been a sector of enormous potential in South Asia over the past years attracting many international clients. Kerala, a state in southern India, advertises 'Kerala Ayurveda' as one of its particular attractions. The objective of this paper is to study and understand the public health view on movements for healthcare and/or wellness across borders with a particular focus on the quality of treatments offered and on issues of ethics that concern patients from across different countries, but also the providers of Ayurveda treatments. To gain insights into local perspectives, interviews were conducted with Ayurveda practitioners at Ayurveda resorts in Kerala, in particular in Kovalam and Varkala, both in Thiruvananthapuram district. The analysis of our interviews shows that - perhaps not surprisingly in a world characterised by global capitalism - marketing plays an important role in attracting clients to resorts. Market considerations led to a transformation of how Ayurveda is presented to potential customers. This in turn has undermined the significance of Ayurveda within the tourism industry of Kerala. Arguably, representatives of the state view this as an opportunity rather than considering the importance of further developing Ayurveda as a medical practice.