Himachal health tourism looks for private buyers

Having failed to attract tourists in its first year, a well-known ayurvedic therapy centre started by the Himachal Pradesh government is trying to attract the private sector for its maintenance.

Inspired by the success of Kerala in attracting tourists from around the world, the Himachal Pradesh Toursim Development Corporation (HPTDC) and the state ayurvedic department started the "panchkarma" therapy in some of its hotels last year.

The week-long "panchkarma" course costs between Rs 9,000 and Rs 11,000. Doctors and nurses conduct the course in the salubrious environs of the hill state.

The Himachal Pradesh Tourism Development Corporation has done wide publicity campaigns in several places including Mumbai, Bangalore, and Delhi, especially to attract foreigners who have been taking to "panchkarma" in a big way in recent years.

"Since natural therapy has not received a good response from tourists, we have decided not to extend it to other hotels across the state," said T R Verma, deputy general manager, HPTDC.

"We are now in the process of roping in the private sector to run these natural health therapy centres, along with the ayurveda department experts," he said.

"We have approached Bhirath Sansthan, a Delhi-based health institute," Dinesh Kumar, officer on special duty (OSD) in the state ayurveda department, told Business Standard.

Asked why the scheme has been a failure so far despite low tariffs, Kumar said, "A shortage of 'panchkarma' experts are a major hindrance in popularising these courses. We plan to send our ayurveda doctors to Kerala and other places for special training programmes."

"Besides, attracting well-known names in the field of panchkarma will help," he said.

Proper packaging, along with panchkarama including sports and leisure, can help in attracting people, officials say.

"Therapies like therapeutic baths and sweating are excellent for fatigued and stressed-out persons," Kumar said.

The line of treatment is decided by the experts, depending on the disease and problems of the patient.