4-1206-Niche Markets.qxp - Travel World News

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1270 Avenue of the Americas, Suite 1808, New York, NY 10020 Tel: 1-800-953-9399•E-mail: ny@itonyc.com Or contact us at: www.incredibleindia.org What time weakens, Nature can strengthen. It can add years to life. It can ease the stress of modern living. And it can even improve immunity. It’s the ‘science of life’, and is as old as mankind. It uses selfknowledge and self-care to bring harmony to your mind, body and soul - with secrets gathered from leaves, flowers, roots oils and stones. Ayurveda will nourish you. Much like Incredible !ndia.
THE PROFITABLE WORLD OF NICHE MARKETS India: Peace of Mind and Body India’s Ancient Arts impact Modern Lifestyles. Wellness Tourism Expands across the Sub-Continent. By Helen Kitti Smith SOUKYA Soukya, a residential holistic health and integrative medical center on a 30-acre organic farm in the tranquil, unpolluted countryside. India’s sages of yore, her ancient rishis, bestowed an extraordinary spiritual legacy on civilization some 5,000 years ago. Their wisdom was transmitted through oral teachings that, over millennia, were passed from teacher (guru) to disciple (sisya). Once finally codified, the legacy came to reside in four distinct volumes. These are the Vedas. They form the backbone of Hinduism. Ayurveda and Yoga are two highly-developed “sister” systems that derive from this legacy. Their goal is to guide the individual to rediscover the essential spirit within through balancing the vital energies that comprise all life forces. <strong>World</strong>-renowned Yoga Teacher (Yogacharya) B. K. S. Iyengar states: "It is through the body that you reach the realization of your being a spark of divinity. How can you neglect the body which is the temple of the spirit?” Today, these two systems thrive around the world. They underpin what our industry terms “wellness tourism.” It is almost redundant to state that destination spas and luxury boutique properties the world over offer ayurvedic modalities and yoga workshops. But for the real essence, there is no more unique undertaking, no more exclusive experience ever, than to engage in these both at their very source. This is where you, a savvy travel agent on wellness tourism, will knowingly suggest that your clients be booked shortly on “A Passage to India” with all due respect to E. M. Forster. Ayurveda Ayurveda is considered the world’s oldest and most comprehensive healthcare system. In Sanskrit “ayus” translates as “life” and “ved” as “knowledge.” A rare combination of philosophy and science, ayurveda is a brilliant tapestry that defines life in equilibrium. Its warp and weft focus on spiritual health. Its texture upholds the fundamentals necessary to sustain mental and physical health. The Atharva Veda, one of the four Vedas, is specifically about ayurveda. It contains references to anatomy, physiology, surgery, herbs, diseases and cures. The Rig Veda is concerned with the real nature of health and disease, and includes herbal treatments and natural remedies. It defines the use of specific spices, their medicinal and therapeutic values, and is the genesis for Indian cuisine’s spiciness. In Ayurveda, the five great elements of creation - fire, water, earth, air, space – comprise the macro-cosm. Their Sanskrit name is the “pancha-mahabhutas” or five great elements. These very same elements co-exist in the micro-cosm that is each human body. They comprise its cellular and physiological structure. Three other elements (called “tri-doshas”) reflect these same elements of creation. They govern an individual’s state of being. They are “pitta”, the fire element; “kapha”, the water and earth element; and “vata”, the air and space element. Tridoshas are influenced by three qualities or states of mat- CONTINUED ON PAGE 4 DECEMBER 2006 • TRAVEL WORLD NEWS • 3
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