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Medical and Wellness Tourism: Opportunities and Challenges-Marketing 'Brand India'

Author Affiliations

  • 1GITAM School of International Business, GITAM University, Visakhapatnam, Andhra Pradesh, INDIA

Res. J. Management Sci., Volume 2, Issue (1), Pages 1-6, January,6 (2013)


Travel and tourism is the largest service industry in India and the second highest foreign exchange earner, accounting for nearly nine percent of the total employment in the country. A significant and increasingly upcoming segment of this is the multi-billion dollar medical and wellness tourism industry which has recorded remarkable growth in the recent years. Several features such as cost-effective and advanced healthcare systems, availability of specialized and skilled healthcare professionals, and increasing popularity of traditional healing systems and alternative medicine, have all positioned India as a favorable destination for wellness and health care in the global scenario. However, India enjoys less than two percent share of the global wellness market. This calls for drawing attention of all concerned to explore the opportunities and address the existing challenges facing the industry. This article is an attempt to unravel the issues and prospects of medical and wellness industry in the country and to outline strategies for marketing ‘Brand India’ as the ideal destination for medical and wellness tourism.


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