Selling The Monsoon
Chasing the Monsoon, India’s theme at the four day Arabian Travel Market convention, is part of its strategy to make the country a year long tourist destination. Now it plans to sell Ayurveda (its ancient system of medicine) and the monsoons to the Arab world.Taking advantage of the Arab penchant for the monsoon rains and Ayurvedic treatment, May to September is slated to become the season for monsoon and medical tourism. The newly introduced Medical Visa is one step further in this direction. Under this visa a patient along with an attendant can come to India for a period of one year, which can be extended further up to three years.
This innovative idea of selling the monsoon is a good marketing gimmick ; monsoon season being Ayurveda season especially in Kerala, which can boast of the best Ayurveda hospitals in the country.