ROLE OF NABH AYUSH ACCREDITATION IN STRENGTHENING WELLNESS TOURISM IN INDIA: A CONCEPTUAL GOVERNANCE MODEL

Background: Wellness tourism has emerged as a major segment of global health travel, driven by increasing demand for pre-ventive and holistic healthcare services. India has a unique advantage through its AYUSH systems; however, international acceptance requires institutional mechanisms for quality assurance. The National Accreditation Board for Hospitals & Healthcare Providers (NABH) has introduced structured accreditation standards for AYUSH institutions. Objective: To develop a conceptual governance model explaining how NABH AYUSH accreditation strengthens wellness tourism in India through institutional legitimacy, quality assurance, and global trust-building mechanisms. Methods: This study adopts a conceptual governance model approach supported by policy analysis, institutional theory, and health systems governance frameworks. The relevant literature on accreditation, AYUSH policy evolution, and the economics of wellness tourism was critically analysed. Results: NABH AYUSH accreditation enhances patient safety, operational standardisation, workforce competency, and international market credibility. It reduces information asymmetry, strengthens institutional legitimacy, and aligns traditional healthcare systems with global tourism expectations. Conclusion: NABH AYUSH accreditation functions as a strategic governance instrument that integrates classical Ayurvedic principles with modern quality frameworks. Scaling accreditation adoption can significantly enhance India's leadership in global wellness tourism.