Keralam has become a haven for Ayurveda seekers

In the Indian state of Keralam – previously Kerala – wellness is not tucked away behind the doors of a clinic. It is increasingly woven into the travel experience itself, alongside its backwaters, beaches, lush landscapes and cultural attractions.

Keralam has built a strong reputation around Ayurveda, the traditional system of healing that uses herbs, oils, diet, massage and other therapies to support well-being. For many visitors, that means a holiday can include anything from a short treatment to a longer stay centred on a personalised wellness programme.

Bernama saw that model first-hand during a recent trip there to cover Prime Minister Anwar Ibrahim’s official visit, including a stop at The Raviz Kadavu resort in Calicut. There, an Ayurvedic centre operates within the hotel grounds, allowing guests to combine treatment with the comfort and slower pace of a resort stay.

Ayurvedic physician Dr Roufi Ahammed C said one of the biggest misconceptions is that Ayurveda is simply another word for massage. In reality, he said, it takes a much broader view of health and lifestyle.

“Ayurveda is a way of living,” he said. “It is linked with food, medicine, massage, treatment, external therapy, yoga and meditation.”

At the resort, guests can stay in a conventional hotel setting while undergoing Ayurvedic treatment, receiving herbal medicines and eating meals prepared according to their programme. Some travel to Keralam specifically for Ayurveda, while others simply add a treatment or two to a wider holiday.

The state has also introduced a classification system for Ayurveda centres, with Ayur Silver, Ayur Gold and Ayur Diamond ratings based on factors such as cleanliness, staff qualifications, safety standards, patient records and the quality of treatment facilities.

For travellers, that provides a useful measure of reassurance in a sector where standards and approaches can vary considerably.

Roufi stressed, however, that Ayurveda should not be approached casually simply because many of its medicines are plant-based. Herbal treatments can still have side effects, while conventional medicine remains essential in emergencies and for conditions requiring immediate medical intervention.

“Both systems, Ayurveda and modern medicine, have their own roles and limitations,” he said, pointing out that someone suffering a heart attack, for example, needs urgent conventional medical care.

The value of Ayurveda, he suggested, lies not in replacing modern medicine wholesale but in understanding where each approach may have a role.

Another fundamental principle is personalisation: Roufi said two people with the same complaint may receive different medicines, therapies and dietary advice because treatment takes into account each person’s constitution and overall condition.

“You and your friend can come for the same condition, but the medicines and treatment provided can be different because both of you are different individuals,” he stressed.

Longer programmes can also demand considerable time and preparation. Panchakarma, one of the better-known Ayurvedic programmes, traditionally involves a series of cleansing procedures and cannot simply be started immediately upon arrival.

Roufi compared the process to waiting for fruit to ripen. At his centre, he said, the full programme requires at least 21 days, allowing the body to be prepared before the main procedures begin.

“We cannot directly take juice from a raw mango. We have to ripen it,” he said. “Similar to that, we have to prepare our body for panchakarma.”

Could Malaysia learn from Keralam?

K Saravana Kumar, Malaysia’s consul-general in South India, believes Keralam’s experience could offer useful lessons for Malaysia as interest in wellness tourism grows. He pointed to the state’s long experience in traditional medicine, along with research and efforts to integrate Ayurveda with conventional healthcare.

“There is a lot of research being carried out that can be explored by Malaysian experts or entrepreneurs in collaboration with healthcare practitioners and established Ayurvedic institutions in Keralam,” he suggested.

For Malaysia, he noted, the opportunity would be to develop wellness offerings carefully, with clear standards and appropriate regulation rather than simply copying India’s model.

Keralam’s appeal lies partly in how seamlessly Ayurveda sits within the wider travel experience, alongside its food, landscapes and cultural traditions. Perhaps that is the real lesson for Malaysia: wellness tourism works best when it feels not like an add-on, but an essential part of the journey.

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