Forest bathing:: A new niche market for...
Sri Lanka Tourism is currently going through the worst crisis it has ever faced, with hoteliers and travel agents having virtually no business at all. Many smaller establishments face the real threat of bankruptcy or foreclosure.
However, there seems to be pent-up demand growing in western countries for travel and it is an opportune time for Sri Lanka Tourism to explore new product and service initiatives, which provide a more wholesome experience. It appears that environment and nature themes seem to be in greater demand.
It is in this context that perhaps Sri Lanka Tourism needs to study and exploit a new and high-end niche market that is growing – forest bathing.
This treatise attempts to understand what forest bathing is and why it may be very relevant for Sri Lanka Tourism.
What is forest bathing?
Forest bathing and forest therapy means experiencing all of our senses in a forest atmosphere. It is certainly not simply a walk in the woods. And by no means does it involve any water at all! It is the conscious and contemplative practice of being immersed in the sights, sounds and smells of the forest. It is actually a form of eco-therapy.
The practice, long-popular in Japan, is now gaining popularity in the U.S and other western countries. In the 1990s, researchers began studying the physiological benefits of forest bathing, providing the science to support what we innately know: time spent immersed in nature is good for us. While Japan is credited with the term ‘shinrinyoku’, the concept at the heart of the practice is not new. Many cultures have long recognised the importance of the natural world to human health.
Forest bathing is not just for the environmentalist or nature lover; the practice can be as simple as walking in any natural environment and consciously connecting with what’s around you. Trees are increasingly proven by science to be beneficial to our health and in more ways than ever suspected. Unlike in spas one does not have to spend a vast amount of money on treatments to relax and rejuvenate. Forest bathing is therapy for free.
What are benefits of forest bathing?
The idea that spending time in nature is good for our health is not new. Our ancestors lived in the outdoors and interacted with the natural environment. However, in our modern world, we have adapted to living in concrete ‘jungles’, spend much of our life indoors, more or less tethered to devices and lost touch with the natural world. Perhaps the new forest bathing trend is a recognition that many of us need to get back out there.
Using the Profile of Mood States test, researchers have found that forest bathing significantly decreased the scores for anxiety, depression, anger, confusion and fatigue. And because stress inhibits the immune system, the stress-reduction benefits of forests are further magnified as a way of harnessing the health benefits of being outdoors.
One study published in 2011 compared the effects of walking in the city to taking a forest walk. Both activities required the same amount of physical activity but researchers found that the forest environment led to more significant reductions in blood pressure and certain stress hormones.
Aristotle believed that walks in open air clarified the mind. Darwin, Tesla and Einstein walked in gardens to help them think. Beethoven would literary hug trees in his backyard. (Florence Williams, Nature Fix)
On average, the forest walkers saw a reduction in their systolic blood pressure from 141 mmhg down to 134 mmhg after four hours in the forest.
This might not sound like a big difference but it can be clinically significant. Most doctors these days agree that people younger than 60 should aim to keep their blood pressure under 140.
Forest bathing and tourism
■ The fastest growing element of tourism is ‘nature-based’ tourism to developing countries where a large portion of the world’s biodiversity is concentrated, often involving excursions to national parks and wilderness areas, (Olson et al. 2001: 936; WWF 2001; Christ et al. 2003: 5).
■ The ecotourism market size was valued at US $ 181.1 billion in 2019 and is expected to reach US $ 333.8 billion by 2027, registering a CAGR of 14.3 percent from 2021 to 2027. (Allied Market Research)
■ In the UK, nature is said to contribute US $ 17 billion to tourism spending (Bloomberg)
Although exact figures for the segment of forest bathing tourism is not readily available, the above examples will indicate the potential of this niche market.
While nature-based tourism has been the fastest growing segment of tourism, in the POST-COVID arena, it is expected to further increase. After months of isolation and lockdowns and the realisation that ‘tampering with nature’ has most probably caused this debacle, there are many people who have started to appreciate nature more now.
“Nature will triumph. In all likelihood, nature and wildlife will be preferred over monuments and history in the months ahead. So, the hills, the sea resorts, wildlife reserves and slightly isolated locations will win over crowded favourites of yore” – (25 Travel & Tourism trends post COVID-19, Brand Equity)
From a tourism infrastructure point of view, there is no heavy capital expenditure, as forest bathing uses only forests in their natural setting. Only high-quality interpretation services will be required. The accommodation preferred for such a product offering is of a more rustic, indigenous and ‘back-to -basics’ designs, which are also cost effective to build.
On the other hand, the visitor segment that would patronise such a niche market would be the high-spending type and thus, such establishments would command a premium price (see case study).
Hence, eco and nature tourism (of which forest bathing is a new and growing segment) will be in demand in the future.
So, is Sri Lanka suited for forest bathing tourism?
Sri Lanka has long being identified as a biodiversity hotspot. It is true that the environment has taken a beating in recent times, with haphazard land alienation, blatant destruction of forests and complete disregard for conservation.
However, Sri Lanka still can boast of 29.9 percent (about 1,933,000 hectares) forest cover of some degree. Of this, 8.6 percent (roughly 167,000 hectares) is classified as primary forest, the most biodiverse form of forest (ref Monga Bay).
Sinharaja is a world famous primary rainforest (which is also unfortunately under some threat today). Apart from this, there are several dense forest reserves around the country. We have six sites designated as Ramsar Wetlands of International Importance, with a surface area of 198,172 hectares (Ramsar.org ).
Hence, there is certainly no shortage of the required ‘infrastructure’ for establishing forest bathing tourism in Sri Lanka.
Conclusion
From the foregoing, it is clear that Sri Lanka Tourism will need to explore new product and services with nature and environment-based experiences after COVID.
Forest bathing could be a niche that could be exploited by Sri Lanka Tourism to create a unique and high-yielding product, utilising the country’s freely available natural assets.