Business News: The Export Development Board of Sri Lanka, joined to Australia’s Market Development Facility (MDF) to develop the International Wellness Tourism Strategy and Brand Development Programme for Sri Lankan Wellness Tourism through International Consultant to promote Sri Lankan Wellness Tourism in German-speaking countries.
Wellness Tourism is the strong intersection of two large and growing industries: the worldwide $2.6 trillion tourism industry and the $4.2 trillion wellness industry. Holistic wellbeing and safety is constantly at the forefront of customer decision-making, whereas when away from home people expect to maintain their healthy lifestyles and fitness routines.
Wellness Tourism is one of the National Export Strategy (NES)’s main oriented sectors. The sector strategy aimed at the sector’s global positioning, focuses on developing and promoting industry through professional skills growth, improving quality and standards, creating synergies and collaboration with all stakeholders, branding country and promoting key target markets.
MDF assists EDB in providing services to the global wellness consulting firm Linser Hospitality GMBH, headquartered in Austria, to implement Phase 1 of this project:’ Rapid Assessment of Potential Wellness Tourism Industry in Sri Lanka,’ MDF, a multi-country initiative supported by the Australian Government, will support a Rapid Assessment of Potential Wellness Tourism Industry in Sri Lanka. MDF operates in Sri Lanka to diversify tourism and help authentic products from Sri Lanka.
Lead Consultant, Dr. Franz Linser, is the Managing Director of Linser Hospitality GMBH, a renowned wellness tourism specialist active in various wellness tourism development projects, visiting Sri Lanka from 7 to 12 October to meet industry and field work stakeholders.
Phase 1 of this initiative is aimed at providing an overview and evaluation of the wellness tourism potential of Sri Lanka and identifying its latest Unique Selling Proposal. The research would also examine the strengths and weaknesses of the existing infrastructure for wellness tourism and overall interaction. On the basis of this study, the assessment would provide key recommendations for a short, medium and long-term strategy to sustain and secure new markets in order to position the country as an attractive destination for wellness tourists.
The EDB actively mobilized resources to advance the Wellness agenda. The EDB is leading an International Brand Development Initiative to develop a strong national brand for Wellness Tourism in Sri Lanka in line with the objectives of branding and promotion and strategic action plan.
The larger international brand management exercise will consist of four phases: Sri Lanka’s Rapid Assessment of Potential Wellness Tourism Industry, Product Development, Product Assessment and Creation, and Marketing Strategy. This initiative will concentrate on looking at the industry’s long-term tangible benefits of the national initiative-quality jobs in the tourism sector as a result of targeting new sophisticated markets through a fresh product range and rising high-value wellness tourists from new markets would contribute to higher revenue generated for the tourism industry.
In cooperation with the Sri Lankan Tourism Development Authority, the Sri Lankan Tourism Promotion Bureau, the Ayurveda Department and the EDB, a series of priority initiatives are also taken by the WTAC to further enhance organizational capacity and improve sector coordination.
The demand-driven Wellness Tourism Policy, led by its public-private partnership, is actively planning Sri Lanka to draw on US$ 4.2 trillion in the international wellness industry by 2019.