Opportunity Sri Lanka | » Sri Lankan government to promote wellness industry in order to attract tourists to the country
Sri Lankan government to promote wellness industry in order to attract tourists to the country

Sri Lankan government to promote wellness industry in order to attract tourists to the country

The government of Sri Lanka is looking at promoting the country’s wellness industry as a tourist attraction.
According to reports, the global wellness industry is estimated at US$ 3.7 trillion, with wellness tourism accounting for US$ 563 billion according to the Global Wellness Institute, and Sri Lanka wants a piece of this pie, but quality remains a major concern.
“Wellness tourism industry operators have trouble finding employees and professionals to work in their establishments, especially spa, massage or Ayurvedic doctors,” the document titled National Export Strategy: Wellness Tourism has reportedly stated.
“The wellness sector has a bad image among the local population, which is then reluctant to engage in wellness careers.
“There is also the widespread idea that ‘women are not fit for tourism,’ and a cultural bias that sometimes makes working in the wellness tourism industry shameful for women,” the document has also stated.
The local media has reported that Sri Lanka is looking to establish a national certification system for wellness and traditional medicine service providers, which will be complemented by international certification options to support the western medicine segment.
Wellness has emerged as a global phenomenon and the concept comes in many different forms from medicine, lifestyle, food and clothing.
“International travellers with wellness in mind look for services that are based on local traditions and natural assets,” the strategy document has further noted.

OSL take:

Sri Lanka’s tourism industry is constantly diversifying into new segments to attract more tourists to the country. The country is already recording a steady growth in the tourism sector. A recent campaign launched to promote off season tourism in the country has also drawn favorable responses. Therefore, wellness tourism is a new segment with great potential due to the indigenous and ayurvedic medicine available in the country. Sri Lanka’s tourism industry is a hotbed for investment opportunities. Hence, foreign businesses could explore investment opportunities in Sri Lanka’s tourism sector.

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Article Code : VBS/AT/20181017/Z_1

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