UNDP Representative highlights Sri Lanka’s unique potential in wellness tourism

Tuesday, 25 June 2024 00:06 - - {{hitsCtrl.values.hits}}

Says Sri Lanka could be the only country offering comprehensive wellness package
Underscores need for strategic efforts to harness Sri Lanka’s natural, cultural assets to attract wellness tourists
Suggests targeted development and marketing could significantly boost sector’s contribution to economy

By Charumini de Silva

UNDP Sri Lanka Resident Representative Azusa Kubota

UNDP Sri Lanka Resident Representative Azusa Kubota recently said that Sri Lanka could be the only country offering a ‘comprehensive wellness package’, urging tourism authorities to focus on developing and branding the sector.

Speaking at the Sri Lanka Tourism Development Authority (SLTDA) and UNDP initiative to award —National Sustainable Tourism Certification (NSTC) for 100 SMEs in the trade last week, she highlighted the growing importance of wellness tourism, an industry projected to reach $ 1,062 billion by 2025, particularly in the areas connected to health, travel and food.

She underscored the need for strategic efforts to harness Sri Lanka’s natural and cultural assets to attract wellness tourists, suggesting that targeted development and marketing could significantly boost the sector’s contribution to the economy.

Kubota noted that Sri Lanka has unique advantages that can position it prominently in this emerging market. “By leveraging Sri Lanka’s unique biodiversity, promoting spice gardens, herb gardens, medicinal plants and species diversity, as well as the country’s healthy food culture and associated health benefits, we can create a compelling wellness tourism offering,” she explained.

She also pointed out that Sri Lanka’s rich cultural and spiritual heritage, ancient civilisations and traditions, including the UNESCO World Heritage sites, enhance the potential of the country’s wellness tourism package.

“When combined with health, culture and spiritual heritage, Sri Lanka offers a very unique collection that might be the ‘one and only’ destination offering such a comprehensive wellness package,” she added.