Sri Lanka is exploring its potential in emerging as a leading destination for wellness tourism, especially with the growing interest in Ayurveda and wellness products and services among health-conscious explorers.
Under the National Export Strategy, the wellness tourism sector is one of the key sectors for development, and the sector should receive more international recognition, tourism ministry sources said.
Sri Lanka has all the ingredients to successfully cater to this segment and looking at global wellness tourism trends, the authentic culinary concept is becoming popular, especially among those in the West with increasing demand for organic, vegan, and vegetarian food.
A tourism ministry official emphasized that Sri Lanka has the ability and necessary ingredients to cater to this segment. Additionally, areas such as family wellness and emotional healing are rapidly growing throughout the world.
A discussion on the acquisition of land for a“wellness village” hospital to be constructed adjacent to the Biyagama Hospital was held at the Presidential Secretariat under the patronage of Presidential Adviser on Climate Change, Ruwan Wijewardene.
Based on a concept of President Ranil Wickremesinghe, the wellness village will be implemented for the first time in Sri Lanka to promote “medical tourism”
This fully equipped hospital with all facilities on par with international standards is to be constructed mainly targeting foreign tourists.
Having looked into the plans of the hospital, Ruwan Wijewardene instructed the officials to expedite the land acquisition process.
Supporting the speedy revival of the tourism industry in Sri Lanka, the European Union (EU) Delegation to Sri Lanka, has allocated funds to help strengthen the local wellness tourism capacity for Sri Lanka to transform into an attractive destination for wellness tourism.
This will be carried out under the guidance of Sri Lanka Tourism.
The resulting ‘Sri Lanka Wellness Tourism Stakeholder Project’ will be officially launched recently
Sri Lanka Tourism said the launch will involve key stakeholders of the project where details of the project will be shared, followed by a group discussion on wellness tourism capacity development.
The EU Delegation has contracted IBF International Consulting to undertake a technical assistance assignment to develop short term course curricula for Ayurveda therapists and wellness facility management in Sri Lanka in order to provide an authentic experience to tourists to grow the wellness tourism component for the country
Sri Lanka Tourism said with the wellness traveler generating at least five times more earnings than the standard tourist, it is strategically working with key stakeholders to position the destination to cater to the demands of this high yielding segment.
“With the assistance of external experts, the authorities are focusing on product and infrastructure development, training and guidance to the SME sector and the larger industry, targeted marketing and promoting investor opportunities,” Sri Lanka Tourism added.
With its Ayurveda and yoga traditions, rich heritage and culture, authentic and distinctive cuisine, warm and hospitable people, abundant flora and fauna and a multitude of water-based activities the island is ideally positioned to welcome the wellness traveler.
Sri Lanka will have to compete with regional wellness destinations such as Kerala and Bali, destinations that have been focusing on health and treatment-based experiences for many years.
The island can however, elevate its offering above health to holistic wellness enabling the differentiation of product to appeal to the various segments of travellers within the sphere of Wellness Tourism.
