Kerala's tourism industry has recovered past pre-pandemic levels and is now leaning into a higher-margin segment: wellness and medical tourism built on Ayurveda, which is growing faster than tourism overall.
7.4 Lakh
Foreign tourist arrivals in 2024, up from 6.49 lakh in 2023
Kerala Tourism Department
₹13,500 Cr
Revenue from Ayurveda-based medical value tourism in 2024
Kerala tourism industry data, 2024
16%
Annual growth rate (CAGR) of Kerala's medical value tourism sector
Kerala tourism industry data, 2024
60–70%
Of foreign visitors choose an Ayurvedic treatment or wellness programme
Kerala Tourism Department, 2024
94
Ministry of Tourism-classified 5-star hotels in Kerala — more than any other Indian state
Dataful/Factly, citing Ministry of Tourism, March 2025