Alternative medicine is any therapy, treatment or procedure that does not fall into the umbrella of conventional western medicine. Alternative medicine when used in conjunction with mainstream medicine is entitled ‘complimentary alternative medicine’ or CAM. What makes alternative medicine so versatile and popular with individuals is its diverse approach to healing—Practices incorporate traditional, ancient practices and modern approaches to improving health.
Alternative medicine embraces therapies that occur all around the world which makes this sector very prominent in the medical tourism industry. Patients disappointed with mainstream medicine, seek alternative approaches in foreign countries. It is very typical to see medical tourists from the UK or US travelling to Asian countries like India and China in search of alternative practices such as ayurveda or acupuncture.