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Increase in world trade, tourism and its repercussions in Kerala

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    Increase in world trade, tourism and its repercussions in Kerala

    A comparative analysis of tourism and world trade would help in appreciating the various dimensions of tourism. Since the end of colonialism, the better understanding between world nations resulted in significant increase in worldwide travel for the purpose of international marketing. The value of world exports of primary products and manufactured goods has risen significantly during 1965-1980 vis-à-vis international tourism receipts.

    Tourism continues to grow as an important segment of world trade. It can be seen that, though world exports have been approximately doubling every ten years, international tourism receipts have more than tripled over the same period. The recession of 1979-81, however, had a somewhat decelerating effect on its growth. Though there has been a decline in world exports in 1982 by nearly 5 percent, international tourism receipts showed an increase of 4 percent at current prices, thereby showing the tourists resilience despite the economic stringencies.

    In Kerala ayurveda tourism slowly emerged as a major selling point during the early eighties. More and more people were attracted to this tourism model mainly due the possibility of complete cure from an ailment without any side effects. Scores of ayurvedic health resorts thus started mushrooming all over the state and this health tourism model became an instant hit.

    These health resorts made a beginning in the prominent tourist centers of Kovalam and other hill areas in Munnar. Slowly the health packages become widely popular and almost all the prominent resorts in all parts of the state started offering these health packages. The ayurvedic treatment packages are always costly. This is due to the fact that the natural medicinal herbs and other plants are sourced from the areas adjacent to the forests at a steep price. Not only that, these herbs must be used for preparing the medicinal potions immediately due its low shelf life. With newer regulations in place, it is increasingly becoming difficult to gather the necessary ingredients for the popular ayurvedic treatment packages.
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