Sri Lanka’s Export Development Board, tied up with Australia’s Market Development Facility (MDF) to develop the International Wellness Tourism Strategy and Brand Development Initiative for Sri Lanka Wellness Tourism through International Consultant to promote Sri Lanka Wellness Tourism in German speaking countries.
Wellness Tourism is the powerful intersection of two large and growing industries: the $2.6 trillion tourism industry and the $ 4.2 trillion wellness industry globally. Holistic health and prevention are increasingly at the center of consumer decision-making, while people expect to continue their healthy lifestyles and wellness routines when away from home.
Wellness Tourism is one of the key focused sectors in the National Export Strategy (NES). The sector strategy aimed at global positioning of the sector, focuses on the development and promotion of industry through skills development of the professionals, improving quality and standards, developing synergies and coordination with all stakeholders, country branding and promotion in key target markets.
MDF supports EDB to procure the services of international wellness consulting firm Linser Hospitality GMBH, based in Austria to conduct Phase 1 of this initiative: “Rapid Assessment of Potential Wellness Tourism Industry in Sri Lanka,” MDF, an Australian Government-funded multi-country initiative, would support a Rapid Assessment of Wellness Tourism Industry Potential in Sri Lanka. In Sri Lanka, MDF works in diversifying tourism and supporting authentic Sri Lankan products.
Lead Consultant, Dr. Franz Linser, is the Managing Director of Linser Hospitality GMBH, a renowned wellness tourism expert involved in many wellness tourism development projects, would visit Sri Lanka from October 07 to 12, to meet stakeholders of the industry and field work.
The objective of Phase 1 of this initiative, to provide an overview and analysis of Sri Lanka’s wellness tourism capacity and define its current Unique Selling Proposition. The study would also analyse the strengths and weaknesses of the existing wellness tourism infrastructure and overall communication. Based on this analysis, the assessment would provide key recommendations for short, medium and long-term strategy to maintain and secure new markets to position the country as an attractive destination for wellness tourists.
The EDB has been actively mobilizing resources to push the Wellness agenda forward. In line with the objectives of branding and promotion and strategic Action Plan, the EDB is spearheading an International Brand Development Initiative to develop a strong national brand for Wellness Tourism in Sri Lanka.
The broader international brand development exercise would consist of four phases: A Rapid Assessment of Potential Wellness Tourism Industry in Sri Lanka, Product Development, Brand Evaluation and Development, and Marketing Strategy. This initiative would focus on looking at long-term tangible benefits of the national initiative for the industry would include - quality jobs in the tourism sector as a result of approaching new sophisticated markets through a fresh product range and an increase in high-value wellness tourists from new markets would contribute to greater revenue generated for the tourism industry.
Parallel to the brand development and promotional activities are a series of priority actions also steered by the WTAC in collaboration with Sri Lanka Tourism Development Authority, Sri Lanka Tourism Promotion Bureau, Department of Ayurveda and EDB, to further strengthen institutional capacity and improve sector coordination.
A year into implementation, the demand-driven Wellness Tourism Strategy, steered by its public-private platform, is actively priming Sri Lanka to capitalize on US$ 4.2 trillion global wellness industry by 2019.
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