Cashing in on the rains: Monsoon and Wellness Tourism

“Raindrops keep falling on my head…” and for the travel trade the raindrops will also keep jingling their cash registers. For the past few years the travel trade and the state tourism boards have been aiding the trend of travelling during the rains by introducing attractive packages and selling destinations to discover the joys of Monsoons. Monsoon Tourism has emerged as a significant niche segment along with Wellness Tourism in the country attracting a large number of domestic and increasing number of international travelers during what was once considered an off season (June-September).

The Confederation of Indian Industries (CII), in a recent report, suggested strategies to promote Monsoon Tourism. The CII report identified Kerala, Madhya Pradesh, Karnataka, Goa, Jammu and Kashmir, Uttarakhand, Himachal Pradesh and Orissa as suitable Monsoon Tourism destinations. Another joy the monsoon brings with it is the effectiveness of Ayurvedic therapies, which give best results during the monsoon months when the human body is most acquiescent to therapeutic concoctions used in Ayurveda. So, monsoon also brings in good revenue for those in the wellness business.