Shri Rakesh Kumar Verma, Additional Secretary, Ministry of Tourism, Government of India launched ‘Heal in India’ initiative while speaking at the Tourism Week at the India Pavilion, EXPO2020 Dubai. Offering the best of both modern and traditional systems of medicines, he positioned India as one of the prominent destinations for medical tourism owing to the availability of quality healthcare treatment facilities at considerably low cost. “The number of international patients increased from 4.3 lakhs in 2016 to 7 lakhs in 2019, with an estimated market size in the range of USD 6 billion in 2019. Some estimates suggest USD 9 billion in 2020 before pandemic hit,” he added.
Further talking about the ‘Heal In India’ brand, he said, “The Ministry of Tourism constituted National Medical and Wellness Tourism Board to provide a dedicated institutional framework for the promotion of medical and wellness tourism, including the Indian system of medicine. We are developing the ‘Heal in India’ brand to market India as a medical and wellness tourism destination. Under the campaign, an integrated communication strategy to promote brand India will be prepared and executed in partnership with the industry.”