Forget leisure tourism, medical value travel is new buzzword in J&K

Jammu and Kashmir also known as “Paradise on Earth” is undoubtedly one of the most popular destinations of the world for tourists. Almost 1.88 crore tourists visited in 2021-22 in J&K and consequently, the UT witnessed an economic growth of 14.64% and tax revenue was up by 31%. So, for J&K, tourism has always been an integral part and backbone of the economy and contributes a major portion to its state’s GDP. However, health tourism is a buzzword for J&K tourism.

Over time, it has been seen that tourists not only come to visit places for fun or adventure but also for medical purposes. This gave rise to a new and different kind of terrorism known as medical tourism. Medical Tourism, also known as health tourism, refers to ‘the well-being of tourists at an economical cost’.

The government of J&K is committed to making the union territory a hub of medical and wellness tourism destinations. Thus, it will also help the UT to contribute towards Prime Minister Narendra Modi’s vision of ‘Heal in India’ and ‘Heal by India’. To promote Medical Tourism in J&K, the government is keen to set up several AYUSH hospitals and wellness centres in the Union Territory. The construction of six specialised AYUSH Wellness Centres at various famous tourist places has already been approved- Pahalgam, Gulmarg, Srinagar, Sonamarg, Patnitop, Katra, and Golf Course Jammu. Out of these, even three have already been made operational. These centres provide facilities like herbal treatment, yoga, and Ayurvedic massages which all are aimed at promoting healing and well-being of the individual. Though these practices have no side effects, however, Ayurvedic treatment should always be done under the guidance of qualified practitioners for safety and precaution.

If J&K emerges as a medical tourism destination, it will be great for the image of the UT which has always been in the news due to militant activities, bomb blasts, attacks, and encounters. However, better said than done it is still a far-sighted thing. Years of conflict in the area of J&K have made a stereotypical image of terror among people from outside. Hence, only gradual and constant efforts through campaigns, workshops, and youth awareness programs can help to improve this image.

The focus area should be medical tourism. More and more investments and accordingly developments and appropriate infrastructure should be made to promote health tourism. If tourism is combined with medical tourism, it can certainly be a plus point. If the UT is declared a medical tourism destination, it would not only alter the image of J&K but also can be a great achievement for the government of the UT and the local people in the area.

India is home to one of the oldest systems in the world known as Ayurveda, which originated in India around 5000 years ago. Indian Government is also taking several steps to promote AYURVEDA not only in India but also across the world. Now, AYURVEDA is gradually getting widely practised in India and also gaining recognition and acclamation around the world. With Ayush centres and yoga, the government aims the spread awareness about its benefits to all humankind. This year’s International Yoga Day theme was also ‘Yoga for Vasudev Kutumbakam’ which meant ‘One world, One family and One future’. Even PM Modi also went to spread awareness about the benefits of Yoga to people across the world by participating in yoga practices from the United Nations headquarters which was joined by delegates from 180 countries from across the world, hence gaining international recognition. Thereafter, schemes have been launched by the government to promote the use of Ayurveda in public health programs like the Ayushman Bharat Scheme.

Lastly, J&K has great potential to emerge as a hub of medical tourism due to its scenic beauty, pleasant climate, and presence of traditional medicines. The serene environment, its natural beauty, availability of healthcare facilities, and even adventurous activities like trekking, mountaineering, and skiing activities combined with wellness retreats can enable them to together make it a popular destination for people seeking freedom from stress, and anxiety and achieving inner peace, health, wellness, and personal growth. Daily Excelsior