Exploring the Potential to Promote Ayurvedic Tourism Post-COVID-19 Pandemic in Western Province, Sri Lanka

Abstract

This study explores how the COVID-19 pandemic might influence the potential for Ayurvedic tourism in Sri Lanka. Our research primarily draws from insights provided by stakeholders. We collected data from 14 respondents, including those affiliated with the Sri Lanka Tourism Development Authority, Ayurveda centres, Ayurveda practitioners in the Western Province, and selected Ayurveda hotels. We utilised purposive sampling and structured interviews to gather data, which was then transcribed and analysed using qualitative content analysis. Our findings indicate that Sri Lanka possesses the essential components for the growth of Ayurvedic tourism, including attractions, readily available packages, accessibility, amenities, activities, and support services. The study also identifies challenges, such as issues related to Ayurvedic treatment, doctors, government assistance, fraud, and advertising, which may hinder the promotion of Ayurvedic travel. The report concludes with recommendations for enhancing Ayurvedic tourism, including cross-country promotion, staff training, introducing new Ayurvedic-related offerings in response to the COVID-19 pandemic, and expanding government support.