<p>Ayurveda-based wellness tourism has emerged as a key segment of global health travel, with Kerala positioned as the leading destination. Despite extensive policy support and accreditation frameworks, limited empirical research examines how Ayurveda tourism institutions perceive the factors that make destinations and service providers attractive to wellness tourists from a supply-side perspective. Addressing this gap, the present study examined the institutional perceptions of Ayurveda tourism providers in Kerala regarding attributes considered crucial for attracting both domestic and international wellness tourists. Using survey data from 50 Ayurveda tourism institutions across Kerala’s major tourism zones, we employed Exploratory Factor Analysis, supported by non-parametric tests (Mann–Whitney U and Kruskal–Wallis). Grounded in Push–Pull Theory and the Service Quality (SERVQUAL) framework, the analysis identifies two dominant dimensions of perceived institutional attractiveness. Wellness Infrastructure &amp; Experience Design and Access, Promotion &amp; Service Credibility, together explained 78.7% of total variance. Results indicated strong institutional consensus on the primacy of promotion, practitioner qualification and experiential infrastructure. Contrary to policy expectations, perceptions of attractiveness did not differ significantly across accreditation levels or geographic zones, suggesting that the existing certification scheme functions more as baseline quality assurances than as effective differentiation mechanisms. By foregrounding institutional perceptions rather than direct tourist evaluations, this study advances wellness tourism literature beyond tourist satisfaction narratives and offers evidence-based insights for policymakers and practitioners. The findings emphasize the need to recalibrate accreditation frameworks, strengthen promotional visibility, and prioritize integrated experience design to enhance Kerala’s global competitiveness in Ayurvedic wellness tourism.</p>