Spiritual tourism is one of the important areas of the tourism industry in Sri Lanka. As a Buddhist country, Sri Lanka has an abundance of Buddhist spiritual destinations to visit for spiritual reasons. The tourist can practice yoga, meditation, and sound therapy, which are spirituality-based activities, at these sites.
When we look at the top ten tourist markets in Sri Lanka, we can see that the Chinese market, the Russian market, the German market, and the Indian market have all received a lot of attention in recent years. But, according to the annual statistical report of the Sri Lanka Tourism Development Authority (SLTDA) in 2021, there was no specific amount of data on tourist arrivals for spiritual tourism in Sri Lanka. As a Buddhist country, this is a huge problem for Sri Lanka when promoting Buddhist spiritual tourism as a niche market segment.
Spiritual tourism is an important component of Sri Lanka’s tourism industry. Most people living in Sri Lanka are Buddhist, and there are several Buddhist temples and meditation centers all over the country. According to industry requirements, there are approximately 20 registered meditation canters and approximately 8000 Buddhist monasteries available to cater to Buddhist spirituality. Anuradhapura, Kurunegala, Polonnaruwa, Kandy, Dambulla, and Rathnapura can be pointed out as spiritual destinations. The upcountry area, in particular, is critical for practicing yoga and other spiritual activities in a natural atmosphere. It is mainly connected with people’s minds and spirituality. And there are several religious sites and UNESCO World Heritage Sites available in Sri Lanka. In Sri Lanka’s past, Buddhism has created a valuable history, and there are many monks and educated people who have well-rounded knowledge about Buddhism.
Spirituality is the broad concept of a belief in something beyond the self. Every individual’s inner peace and mental health are taken into account. According to the World Health Organization, over 700,000 people die from suicide every year. Based on this world situation, there is a demand for spirituality in the current world. As a result, people travel in search of inner peace through spirituality.
The COVID-19 pandemic has resulted in a global shutdown, with people becoming more vulnerable to emotional, new mental, and physical challenges. As a result, people adapted to doing exercises, yoga, meditation, and other gardening-related activities to help their minds relax.
Buddhism began in Asia, and the vast majority of all Buddhists still live in the Asia-Pacific region. Seven countries have Buddhist majorities: Cambodia, Thailand, Burma (Myanmar), Bhutan, Sri Lanka, Laos, and Mongolia. Spirituality is in high demand and popular in Europe and Asia.
There are several implications for promoting spiritual tourism in Sri Lanka based on the potential for spiritual tourism. We must develop language proficiency to provide quality customer service to tourists when we promote spiritual tourism based on the international tourist market. While developing human capital, we need to be focused on aggressive marketing campaigns to promote spiritual tourism. Furthermore, there is a lack of awareness in the local community about spiritual tourism, a lack of infrastructure facilities, and a lack of technology that need to be overcome to promote Sri Lanka as a spiritual destination.
As a result, promoting spiritual tourism generates direct, indirect, and induced opportunities for the host community, as well as aids in the development of infrastructure facilities, the modification of lifestyles, the formation of international relationships and bonds, and the preservation of all Sri Lankan religious sites, heritage sites, the natural environment, and culture.
Ayesha Harshani Jayalath
Buddhist Heritage and Tourism
Department of Pali & Buddhist Studies
References
Rasika jayesinghe. (2021, july). EXPLORING TOURIST PERCEPTIONS ON BUDDHIST TEMPLE STAY PROGRAMS IN SRI LANKA. Retrieved from research gate: https://www.researchgate.net/publication/353556701_EXPLORING_TOURIST_PERCEPTIONS_ON_BUDDHIST_TEMPLE_STAY_PROGRAMS_IN_SRI_LANKA
whms samarathunga. (2015, june). promoting spiritual tourism in Sri Lanka. Retrieved from research gate: https://www.researchgate.net/publication/331970108_Promoting_Spiritual_Tourism_in_Sri_Lanka
U.G.O.Sammani, Ruwan Ranasinghe, T.M.P.S.I.Tennakoon . (2020, February). Religious Tourism Development Potentials at Anuradhapura UNESCO World Heritage City: Chinese Tourists’ Perspective. Retrieved from research gate: https://www.researchgate.net/publication/339209033_Religious_Tourism_Development_Potentials_at_Anuradhapura_UNESCO_World_Heritage_City_Chinese_Tourists’_Perspective
Ruwan Ranasinghe. (2020, February). Religious Tourism Development Potentials at Anuradhapura UNESCO World. Retrieved from research gate: https://www.researchgate.net/publication/339138991_Religious_Tourism_Development_Potentials_at_Anuradhapura_UNESCO_World
