The Sri Lanka Export Development Board (EDB), as the apex organisation for promoting exports, has identified the health/wellness tourism sector as a key focus sector in terms of foreign exchange earnings and as a key sector in the National Export Strategy (NES).
There is a clear synergy between global trends and Sri Lanka’s traditional health approaches. The country has natural and traditional endowments that can be used to foster a sustainable wellness tourism value chain that is deeply rooted in local communities and traditions.
The growing interest in and demand for wellness services is a favourable global trend for the development of this industry in Sri Lanka. Many countries and destinations are defining themselves as wellness tourism destinations but most do not have Sri Lanka’s rich cultural and wellness lifestyle-based heritage.
The average spending of a wellness traveller is around US $ 250, which is far beyond the spending of a general tourist or backpackers.
With the vision of ‘Sri Lanka: the preferred destination for well-being’, the EDB is working with the industry leaders of the health/wellness tourism sector and relevant government institutions to develop and promote the sector in target markets.
Aligned with the NES, the EDB invited Wellbeing Escapes Founder and Managing Director Stella Photi, a wellness tourism expert from the UK and provided her an authentic experience with the aim of obtaining her expertise to develop the industry.
Photi arrived in Sri Lanka on October 16 and will be visiting seven Ayurveda resorts until October 30.
Photi founded Wellbeing Escapes 11 years ago when she saw a growing need in today’s hectic world for people to take time to recuperate from their busy lives. Quite the jetsetter, Photi has visited over 54 different countries and has tried well over 100 different treatments.
It’s fair to say that Photi certainly knows a thing or two about well-being travel and has lent her expertise to many different media publications as well as being a leading member of the International Health and Wellbeing Alliance.
She also met with the industry leaders and other government officials from the Tourist Board and EDB on October 17, 2018, at the EDB. EDB Chairperson Indira Malwatte highlighted that this sector is within the tourism sector with all the ingredients such as biodiversity, experts and Buddhism, which could attract highspending tourist from the European Union (EU) and other key markets.
The EDB seeks Photi’s assistance to link with the EU wellness travel companies and also, her observations and recommendations to improve the Sri Lankan wellness tourism sector targeting the EU travellers. Also, the industry seeks her assistance to get the attraction of the EU insurance companies with an aim of attracting year around medical travellers.
According to Photi, still the UK is behind the Ayurveda knowhow compared with the Germanspeaking markets. Also, she highlighted that it is appropriate time to get Middle East medical travellers to wellness and retreats.
The EDB will engage with Photi in the future and planning to obtain her recommendation on positioning the country along with other competitors. Also, she outlined how we should promote our capabilities among the international audience in targeted events and identify the trends in major markets.
