From left: Adithya Ayurveda CEO Ranuka Karunarathna, Hettigoda Group Chairman and The Hotels Association of Sri Lanka (THASL) President Asoka Hettigoda, Tourism Deputy Minister Prof. Ruwan Ranasinghe, University of Colombo Faculty of Indigenous Medicine Professor in Ayurveda Prof. S. M. K. Harapathdeniya, Thema Collection and Connaissance Ceylon Founder, Chairman and Managing Director Chandra Wickramasinghe, and MDF Sector Coordinator – Tourism Nimesha Palliyaguru (Moderator)
Australia’s MDF and Thema Collection convene industry to explore way forward for wellness tourism
Aims to leverage Ayurvedic heritage, culture and hospitality to become a globally recognised wellness destination
MDF sees wellness tourism as a way to attract higher-spending visitors, tap markets such as Japan, Australia and MidEast; reduce seasonal dependence
Panel discussion highlights stronger policy coordination, sustainability practices and private-sector investment are needed to turn wellness potential into long-term, sustainable tourism growth
Sri Lanka is seeking to position wellness tourism as a strategic pillar of its tourism offering, with the Government and industry turning to the country’s Ayurvedic heritage, natural assets and sustainability credentials to attract higher-value visitors from emerging markets.
The push was highlighted at the ‘Positioning Sri Lanka as a Sustainable Wellness Destination’ forum hosted by Australia’s Market Development Facility (MDF) in partnership with hotel chain Thema Collection last week.
Tourism Deputy Minister Prof. Ruwan Ranasinghe said Sri Lanka possessed the core ingredients to become a globally recognised wellness destination, but stronger policy coordination and collaboration between the Government and industry were needed to convert that potential into investment, market diversification and sustainable growth.
‘Sri Lanka has all the elements to become a globally recognised wellness destination, from our Ayurvedic heritage to our culture and hospitality,’ he said.
The forum brought together Government representatives, tourism industry leaders and academia, while MDF presented findings from its assessment of Japan’s outbound wellness tourism market, identifying traveller motivations and potential opportunities for Sri Lankan businesses.
The initiative comes as global tourism demand increasingly shifts towards experiences combining wellbeing, nature, culture and sustainability. Sri Lanka’s Ayurvedic traditions, which date back more than 2,000 years, provide a potential point of differentiation as destinations compete for wellness-conscious travellers.
Sri Lanka was ranked first in the 2026 BookRetreats Wellness Destination Index, further highlighting its potential in the segment.
MDF has identified wellness tourism as a potential avenue for Sri Lanka to diversify beyond traditional source markets, attract higher-spending visitors and reduce the sector’s reliance on seasonal demand.
The development agency has been working with tourism partners to target wellness travellers from Japan, Australia and the Middle East, while supporting businesses to strengthen sustainability and competitiveness.
Thema Collection, which operates 17 properties including two Ayurvedic properties, has also placed sustainability at the centre of its strategy.
Thema Collection Chairman Chandra Wickramasinghe said wellness and sustainability were inseparable, arguing that authentic wellness experiences depended on healthy ecosystems, thriving communities and respect for local heritage.
MDF has supported Thema Collection in assessing its carbon footprint, resulting in the hotel group becoming one of the first in Sri Lanka to complete independently verified, portfolio-wide carbon calculations.
Australian Deputy High Commissioner Ruth Baird said wellness tourism could help Sri Lanka generate economic opportunities while protecting the natural and cultural assets underpinning its tourism proposition.
‘Global travellers are increasingly choosing destinations that combine authenticity, wellbeing and sustainability,’ she said.
The forum also featured a panel discussion on ‘Unlocking wellness tourism opportunities in Sri Lanka’ comprising the policymakers, private sector leaders and academic experts featuring; University of Colombo Faculty of Indigenous Medicine Professor in Ayurveda Prof. S. M. K. Harapathdeniya, Tourism Deputy Minister Prof. Ruwan Ranasinghe, Thema Collection and Connaissance Ceylon Founder, Chairman and Managing Director Chandra Wickramasinghe, Adithya Ayurveda CEO Ranuka Karunarathna and Hettigoda Group Chairman and The Hotels Association of Sri Lanka (THASL) President Asoka Hettigoda. The session was moderated by MDF Sector Coordinator – Tourism Nimesha Palliyaguru.
They highlighted the need for closer collaboration between Government, tourism businesses and development partners to develop wellness products capable of competing in international markets.
The panelists opined for Sri Lanka, the opportunity extends beyond positioning wellness as another tourism niche. A successful strategy could help the country move towards higher-value, experience-led tourism, broaden its source-market base and build a more resilient year-round tourism economy.