Thema and MDF Convene Industry to Explore Way Forward for Wellness Tourism

Colombo, Sri Lanka: Thema Collection, in partnership with Australia’s Market Development Facility (MDF), brought together representatives from government, tourism, industry and academia on 21 August for a forum exploring how Sri Lanka can strengthen its wellness tourism offering while building on its natural, cultural and Ayurvedic heritage.

Held under the theme “Positioning Sri Lanka as a Sustainable Wellness Destination,” the forum provided an opportunity for stakeholders to exchange perspectives on the opportunities and considerations surrounding wellness tourism, and the role sustainability can play in shaping the sector.

The event featured a keynote address by Hon. (Prof.) Ruwan Ranasinghe, Deputy Minister of Tourism, who highlighted the importance of collaboration between government and industry in developing wellness tourism in Sri Lanka.

“Sri Lanka has all the elements to become a globally recognised wellness destination, from our Ayurvedic heritage to our culture and hospitality. Our focus is on creating the right policy environment and strengthening collaboration between government and industry so that wellness tourism becomes an important driver of investment, market diversification and sustainable economic growth”

Participants also heard insights from MDF’s recent assessment of Japan’s outbound wellness tourism market, exploring traveller motivations and emerging opportunities for Sri Lanka. The findings provided a basis for discussion on how the industry can better understand the expectations of wellness travellers from evolving source markets.

For Thema Collection, the conversation highlighted the close relationship between wellness and responsible tourism.

Chandra Wickramasinghe, Chairman of Thema Collection, said:

“At Thema Collection, we see wellness as being closely connected to the environment, local communities and the culture of a destination. Our sustainability journey has encouraged us to look at how our own operations can contribute to more responsible and meaningful experiences. As Sri Lanka develops its wellness tourism offering, we believe there is an opportunity to build on what is already authentic to the country while ensuring that the natural and cultural resources behind these experiences are valued and protected.”

The forum also included perspectives from industry experts on the role of sustainability in developing wellness experiences, followed by a panel discussion on “Unlocking Wellness Tourism Opportunities in Sri Lanka” and through the panel discussion, they explored how collaboration between government, businesses and development partners can support the continued development of the sector.

Speaking at the event, Ruth Baird, Australian Deputy High Commissioner to Sri Lanka, shared:

“Global travellers are increasingly choosing destinations that combine authenticity, wellbeing and sustainability. Australia has been a steadfast partner in supporting Sri Lanka’s economic development particularly in the tourism sector. Through MDF, we are working with businesses to build on their sustainable practices, improve competitiveness, and respond to changing global demand.

Wellness tourism offers an opportunity to attract visitors to Sri Lanka, generating economic opportunities while still protecting the natural and cultural assets that make Sri Lanka truly unique. Forums such as today provide an important platform to exchange ideas, build partnerships, and identify practical actions that will help create solutions that are locally driven and sustainable over the long term.”

Thema Collection has been working with MDF to strengthen its approach to sustainability, including the assessment and independent verification of its portfolio-wide carbon footprint. This work forms part of the Group’s broader efforts to better understand its environmental impact and identify practical opportunities for improvement across its operations.

The discussion at the forum reinforced the potential for wellness tourism to build on what is already authentic to Sri Lanka. With its Ayurvedic traditions, diverse landscapes, cultural heritage and community-based experiences, the country has a strong foundation from which the industry can continue developing wellness offerings that are meaningful to both visitors and local communities.

For Thema Collection, the forum was an opportunity to contribute to this wider conversation and learn from the perspectives of partners across the tourism sector. It also highlighted the value of continued dialogue and collaboration as Sri Lanka works towards a more responsible and resilient tourism future.