IMPACT OF COVID-19 AND WAY AHEAD FOR KERALA IN MEDICAL VALUE TOURISM

Medical tourism is a rapidly growing industry with a market size valued at over USD 4.0 billion. The impacts of Covid-19 were felt harshly on the tourism industry, affecting medical tourism. With the economy coming back to normal, the sector is being revived at an even faster pace. India is at a vantage point with diverse culture, demography, and traditional techniques. India has carved out a prominent position in medical tourism with low cost, catering to patients that cannot afford to be in long waiting lines, with state-of-the-art medical care. The quantum of human resources, technological development, and active government intervention, create colossal possibilities to harness this sector. Kerala among other states uses a unique combination of modern and traditional medicine. Foreign-trained medical staff and numerous leisure spots help the state carve out a niche in this highly competitive segment. This paper discusses the boost that medical value tourism could grant Kerala and why this sector could be a significant revenue generator. Based on published data, the study discusses factors that make Kerala a hub for medical tourism, and trends and inflow of medical tourists. Out of the total number of Foreign Tourist Arrivals, the number of tourists arriving for medical purposes was 182,945. Despite a fall of 75 - 80% in Foreign Tourist Arrivals during the first two years (2019-2021) of the pandemic, hospitals in Kerala are making a comeback. For Kerala, the path of recovery is being made possible with changed marketing strategies and innovation to bring in more tourists. The article also discusses the concept and possibilities of Tourism 4.0 specifically, AI-driven telemedicine. The result of the article shows the impressive pace at which the sector is making a comeback and a positive impact on developing economies.