How India Can Leverage Local Traditions to Boost Wellness Travel

April 30th, 2025 at 10:31 AM EDT

Photo Credit: Shirodhara treatment being administered as part of traditional Ayurvedic therapy. Kerala tourism official website

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As wellness tourism grows, India has the opportunity to lead by offering rejuvenating journeys rooted in heritage, authenticity, and holistic health.

Skift Research's recent report on India inbound travel opportunities revealed strong traveler interest in wellness and holistic tourism (including yoga, meditation, Ayurveda, and spa retreats), with 25% of travelers choosing India over other Asian countries.

The Skift India Travel Perception Index measures how travelers perceive India compared to other Asian destinations. Ratings range from 1 (much worse) to 5 (much better) across various travel-related categories.

India travel perception index

According to the index, India has a 3.0 rating for hospitality and wellness tourism. That reflects a neutral perception

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