Expert spells out formula for SL to become top wellness tourism destination
Sri Lanka should focus on authenticity in product and delivery, accessibility along with investments for it to attract high yielding wellness tourists to the island nation, an internationally recognised tourism expert recently advised stakeholders.
Addressing a seminar at the Export Development Board (EDB) in Colombo last week, Founder and Managing Director of Uk-based Wellbeing Escapes, Stella Photi highlighted that Sri Lanka has the potential to attract high yielding primary wellness tourists, particular in the preventive wellness tourism segment. The preventive wellness tourism segment includes of various preventive wellness treatments such as rejuvenation, detox etc.
She noted that preventive wellness treatment has a wider appeal across all the key source markets of primary wellness tourism compared with other segments, while Sri Lanka also has the necessary capabilities and facilities to cater to the needs of tourists in this segment.
The 2018 Global Wellness Economy Monitor by Global Wellness Institute (GWI) recently recognised Sri Lanka as an emerging player in wellness tourism, noting that the country has seen a tremendous rise in investment and arrivals, as Sri Lanka aggressively promotes wellness tourism with an Ayurvedic flavour, in conjunction with its wildlife, history, nature, and cultural offerings.
Delivering the welcome note, Sri Lanka Export Development Board (EDB), Chairperson and Chief Executive Officer, Indira stressed that promoting Sri Lanka as a recognised wellness tourist destination would assist Sri Lanka to attract high yielding tourists of US$350 pax rate, compared to current US$170 pax rate. She insisted the industry players to join hands by forming an industry association to create wellness tourism brand for Sri Lanka in the future, as similar to the brand: Ceylon Cinnamon. Photi advised the industry stakeholders to focus on Ayurveda, Buddhism, mindfulness, healthy food, warmth of people, nature, adventure, wildlife, culture, relaxation and safety to develop the industry.
Referring to observations made by Photi, Malwatte emphasised that healing environment of the country and human resources are main strengths for Sri Lanka’s wellness tourism sector should capitalise on. Photi stressed that the service levels need to be maintained at the highest quality for wellness tourists in the primary market, as the stressed tourists demand high service levels with calm surroundings.
Partcpating in the interactive seminar, Spa Ceylon, Director and Co-founder, Shalin Balasuriya opined that Sri Lanka should focus on Ayurveda, one of the world’s oldest holistic healing systems.
He said that Ayurveda could be presented in a way that is relatable to satisfy the needs of wellness traveller, either physical or emotional.
Global Wellness Institute in its report noted that increasing number of hotel, resort spas and traditional Ayurvedic resorts in South Asia are transforming themselves into destination spas and wellness retreats that provide a holistic package of services, experiences, or journeys.
Photi highlighted that wellness tourism would be a tool for Sri Lanka to be protected against over tourism by retaining the essence of a country, as unlike the mainstream tourism, wellness tourism tend to preserves traditional and cultural ways of life as well as the natural environment.
Moreover, she noted that the development of wellness tourism industry in Sri Lanka would lead to increase of investment in infrastructure particularly rural areas and to generate local employment in rural regions.
According to the 2018 Global Wellness Economy Monitor, the wellness travel market has recorded an annual growth rate of 6.5 percent from 2015-2017 to reach US$639 billion , which is more than double the growth rate for tourism overall (3.2 percent).
The projected revenue of wellness tourism is projected to rise by 7.5 percent to US$919 billion between 2017-2022 wellness tourism.
Photi is expected to submit a report to the EDB at the end of her stay in Sri Lanka, which would include key recommendations to develop Sri Lanka’s wellness tourism industry.
The wellness tourism strategy is also an integral part of Sri Lanka’s National Export Strategy (2018-2022), which was launched few months ago.