Spiritual Tourism in Sri Lanka

Adhyatma: A Journal of Management, Spirituality, and Human Values, January-June - 2020 72

The Study on Religion and Spirituality in Contemporary Travel: Spiritual Tourism in Sri Lanka

Yohani, A.K.D.T.* *Assistant Lecturer in Tourism and Cultural Resource Management, Department of Archaeology, Faculty of Social Sciences, University of Kelaniya.

Abstract

Spiritual Tourism is a journey to find the purpose and meaning of your life. It boosts your physical, mental and emotional strength. It develops, maintains, and enhances your body, mind and spirit. This research aims to provide what type of market that help to promote spiritual tourism in Sri Lanka under the objectives, to identify the potentials for spiritual tourism in Sri Lanka, and also to study about public and private sector involvement and the development and the current situation. This is written in the context of a strategic question: “What type of stage that hold the Spiritual tourism in Sri Lanka?” A narrative approach is taken to cover an area of Sri Lankan spiritual tourism potentials and market. However, Sri Lanka had huge potential to develop sustainable tourism through spiritual tourism at present. The researcher used deskwork research methods in collecting data to achieve the research objectives. As the Findings that concluded, Sri Lanka is a huge potential to develop and market spiritual tourism through Buddhism. Apart from that, Sri Lanka as a state which needs marketing and promotion campaigns to attract more tourists while developing the spiritual tourism product at high level.

Keywords: Spiritual Tourism, Market, Potentials, Develop, Promote.

Introduction

The outline of this research study is mainly from that, the relationship between tourists covered the are of spiritual tourism and its and the religions and religious contexts they related areas. There is a significant increase visit has been neglected. in the arrival of up market tourists to Sri Lanka benefiting the country not only in The question of “Why tourists travel to terms of financial returns, but also by the places of religious” that is significance and values they represent. Among these types of how they conceive of their travels are tourism, the spiritual tourism is the most important questions to both the study of significant thing. tourism and of religion. This research particularly concerned with those tourists Tourism and pilgrimage have been said to who engage in religious practice be closely related because of the leisure (Spirituality) or have some form of spiritual activities that expected by tourists. Apart experience in a religious context.

Tourism Industry and Spiritual ageing in year 2017, there were an estimated Tourism 962 million people aged 60 or over in the world, comprising 13% of the global Nowadays the business volume of tourism population. The population aged 60 or industry equals or even surpasses that of oil above is growing at the rate of about 3% per exports, food products or automobiles as the year. Currently, Europe has the greatest United Nations World Tourism percentage of population aged 60 or over Organization (UNWTO) points out by which is 25%. Globally, the 60 plus age comparing the statistics. ‘Tourism has group is growing faster than all younger age experienced continued growth and groups. Currently, tourism industry is very deepening diversification to become one of famous among senior citizens in the world the fastest growing economic sectors in the so that group named blooming group of the modern world. When consider the Modern industry (SLTDA, 2017). tourism, as UNWTO highlights, it is closely linked to development and encompasses a Spiritual tourism is one of the cultural growing number of new destinations, and it tourism types and that is on the rise, as is a key driver for socio-economic progress. people are increasingly looking forward to UNWTO says that developing countries in develop their own spiritual life and to particular stand to benefit from sustainable discover that (Spirituality) of others. In year tourism in the modern world. 2007, spiritual tourism was studied by the UNWTO as the most rapidly growing According to 2017 UNWTO statistics, tourism type, although it cannot be easily international tourist arrivals grew by 7% to framed out. Especially spiritual tourism is 1,323 million and generated US$ 1.6 trillion based on a variety of motivations, coming in foreign exchange earnings from tourism. from traditional religious tourism to UNWTO forecasts a growth in international alternative medicine to forms of deep tourist arrivals of between 4% and 5% last immersion in nature. However, Spiritual year and, by 2030, the arrivals will reach 1.8 tourism is defined as an act of travelling billion. How this fast-growing industry domestically or international to visit could redesign itself to adapt to the rising spiritual places, doing spiritual activities and ageing population across the globe, in terms visit natural environments for spiritual of spiritual and cultural tourism is reasons to fulfil the need for being grateful interesting to expound. As a nation to almighty, forgiveness, and inner peace ( sustained by four great faiths of the world Attygalle, 2018). and replete with a dynamic heritage, Sri Lanka’s potential to capitalize on spiritual As a developed country, Europe with the and cultural tourism is unlimited. The largest ageing population appears to be an World Population Prospects: the 2017 ideal target market to promote Sri Lanka’s research data that the number of older cultural and spiritual tourism at high level. persons 60 years or over is expected to more With the West seeking more and more than double by 2050 and more than triple by spiritual outlets, our UNECO World 2100, rising from 962 million globally in Heritage sites and diverse Buddhist, Hindu, 2017 to 2.1 billion in 2050 and 3.1 billion in Christian and Islamic religious sites, provide 2100. According to the UN statistics on ‘year-round opportunities for a diverse range of visitor experience and activities

without the need to contrive attractions’ as discretions and give them to industry in the Sri Lanka Tourism Strategic Plan practically. (SLTSP) 2017-2020 expects. Promotion of “Be it wellness, mindfulness, meditation spiritual and cultural tourism is also aligned Asia has it all and particularly, Sri Lanka as with the SLTSP’s vision for the country to a one-stop shop for diverse cultural and be recognized as ‘the world’s finest island spiritual tourism products. The popularity of for memorable, authentic and diverse cultural tourism has increased faster than experiences by 2025’. So, Sri Lanka has most other tourism products, given the many more potentials and markets to breakdown of values and human blooming tourism industry without any relationships in the west. In this setting, doubt. more and more western tourists, particularly Spiritual Tourism in Sri Lanka the mature ones are seeking spiritual pleasures of Asia,” that said by Former Spiritual tourism involves people who are Managing Director of Sri Lankan Tourism wish to seeking inner peace during their Promotion Bureau (SLTPB) Mr. Sutheash leisure time and gaining spiritual Balasubramaniam in year 2018 at a development within. In Sri Lanka, conference. He said that ‘despite the Meditation, yoga and pilgrimage tours can accumulated wealth and fame in the case of use for spiritual tourism. There are about 20 western celebrities, the spiritual vacuum in meditation centers identified by Sri Lanka which most of them live propel them to seek Tourism Development Authority (SLTDA) the ‘Healing properties of Asia’. “With age, and also promote them by Sri Lanka comes more maturity and the western Tourism Promotion Bureau (SLTPB), tourists with ample leisure and wealth are situated outside Colombo which can provide looking for tourist attractions which are many more opportunities for the travelers cultural and wellness bound unlike the who are on an expedition to see the reality younger segment which is looking out for of life and the spirituality. As a multi ethnic adventure tourism,” he also added. nation Sri Lanka had huge potentials such as Moreover, he said that “We need a more Buddhism and Hinduism too. And also, with solidified effort to conserve our popular culture to promote spiritual tourism as well. cultural and religious sites and, at the same In year 2017, 0.01% tourist arrivals for time, to promote lesser known religious and religious and the other category ranked cultural sites.” According to him, Sri Lanka 0.02%. By the way this spiritual tourism is rich with resources to uplift tourism market’s people travel out of their country industry with spiritual tourism and also, we every year seeking spiritual development, had source markets to promote spiritual inner peace, happiness or tranquility. They tourism (2018). go to various locations across the world and The potential to develop spiritual and engage themselves in yoga, meditation and cultural tourism which comes within the participate in discourses (SLTDA, 2017). purview of ‘Supplementary Sources of When explore the elaborate interpretations Tourism’ is enormous for the country, that and industrial information from tourism said by the Ven. (Prof) Wijithapura Leaders, they define their valuable Wimalaratana Thera, Head of the Department of Economics at the University

of Colombo. “Although more attention has “The industry needs to be prepared for this been given to ‘mainstream’ tourism social reality of the growing ageing products, including entertainment and population and cater to fill the gap of leisure, little attention is still paid by our English language proficiency and other industry to focus on cultural and spiritual skills required, specially by the youth tourism, which is now sought by more than pursuing unconventional careers such as 300 million people across the globe, largely tour guiding,” he also added. With the West the more mature population.” With no seeking more and more spiritual outlets, our professional or personal commitments in UNECO World Heritage sites and diverse their retirement and with sufficient savings, Buddhist, Hindu, Christian and Islamic the western tourists are seeking leisure religious sites, provide ‘year-round outlets of a different nature, predominantly, opportunities for a diverse range of visitor spiritual and cultural centric ones, observed experience. the Ven. Prof. Wimalaratana Thera, who Spiritual Tourism is an important part of Sri attributes this trend to the free flow of Lanka's tourism industry and Sri Lanka is a information that spurs curiosity and the need country with many places of worship and for mental solace. In the modern world, religious monuments. Buddhist meditation People give high values to the spirituality so and techniques are the most important parts that is the way to refresh the tourism by of spiritual tourism. By spiritual tourism can giving high priority to develop spiritual get acquainted with Buddhist monks of Sri tourism with the host community. Lanka. Mr. Vipula Wanigasekera who was Buddhism has always promoted peaceful the former CEO of Sri Lanka Convention co-existence, democracy, religious freedom Bureau researched about spiritual tourism and harmony among all communities and moreover. According to him, what has this has a great appeal to the educated and attracted the visitors to take part in the open-minded non-Buddhists across the meditative session is simply the following world to explore the Buddhist culture here message: In life, one way or another, at home. The Buddhist culture, which is everyone goes through spells of suffering. closely interconnect with our indigenous However, suffering is one aspect in life that medicine tradition too. It can be exploited to ignites a self-inquiry to go into a search for attract the elderly tourists. It is better way to freedom. The realization of the freedom is motivate senior citizens to overseas the rial not knowledge. The intellect cannot grasp life. Rehabilitating the abandoned and rural this. This discourse will show you that estates of the country to establish meditation freedom is within you. You only need to retreats with amenities and encouraging discover that which you had simply community tourism which can generate not overlooked throughout your life. ‘Truth is only employment opportunities but also simple’. ‘And it is too simple, that most foster long lasting bonds and cross-cultural people fail to see the obvious’. dialogue are mooted by the Thera as the He was spearheading the promotion of way forward. That also proofed, Sri Lanka spiritual tourism not only by publishing the is one of the grate destination to do spiritual book 'Pointers to Enlightenment' and tours absolutely (Lin, 2019). making it available to tourists visiting Sri Lanka, but also conducting meditation

programs for tourist groups by practically. There has been an unprecedented growth He has been into spiritual studies for many since he launched this and he will hand it years and the book was the result of his long over to a few who can conduct this in a years of research work. Through that book, particular fashion that suits tourists. That is he brings out the Pointers to those who seek the key. For instance, it cannot be presented 'freedom from suffering'. in the way it is done for local Buddhists. First it is a discourse followed by guided When he says suffering, it encompasses meditation and then ending with questions worry, anxiety, pain, anger, hatred, and answers. One hour is the optimum time depression and stress. It is a practical guide. for the audience to grasp the message he There are no aspects in this book to make conveys with an exercise that could be readers believe in anything in particular. continued in their own home country after What is written is a different but pragmatic they return. All we need is a quiet place and way of looking at life. The number of some cushions to sit and some chairs for visitors travelling out of their home country elders. There are two parts of his programs. seeking some kind of spiritual achievement Initially it is the Tranquility part which is over 40 million a year. In fact, UNWTO helps the audience to settle down. This is had two conferences in the past four years known as Samatha. Then move on to on spiritual tourism to ascertain the real Insights with some practical guidance strength of spiritual tourism which revealed through guided meditation (Vidharshana) that the number was growing every year. that enables a kind of a shift within the The modern world is heaping people with so participants provided they are sincere in much suffering despite technological and their search for freedom. The Q and A other sophisticated advancement. These session also helps to clarify matters at the people become mentally stressed and are end of the session. It is heartening to see compelled to go to places that offer various their responses; some reach him after they retreats. Sri Lanka is an ideal location and return to their countries. Actually, he does we are yet to obtain the full benefits of this that program in a correct way to promote sector (Fernandopulle, 2015). spiritual tourism in Sr Lanka at high level The book of 'Pointers to Enlightenment’ that (Sri Lanka Miracle, 2015). was enabled to offer this philosophy which Mr. M.S.M.Aslam said that the concept of our country has preserved for over 2,500 spiritual tourism is flourishing rapidly in Sri years. There was no looking back since then Lanka as there is a huge demand for this and he personally believe that this will concept in the world who is a Senior eventually become the biggest attraction for Lecturer of the Department of Tourism tourists. He did this single handed and Management of Sabaragamuwa University. constrained by time. Many tour operators And also, he said that away from routine want to include meditation in their tourism based on sun, sand and sea, spiritual programs. He didn’t want to elaborate much tourism is also coming up in Sri Lanka. on this as this is not a business for him. To There is a growing trend among foreigners put it modestly, over 1,300 tourists that have specially from the Middle Eastern countries taken part in meditation sessions for the first to visit Sri Lanka seeking inner peace 11 months of the year 2018 in batches in during their vacation and to gain spiritual various locations.

development specially through meditation Buddhist meditation system and techniques and pilgrimage tours. “A considerable are more vital parts of the spiritual tourism number of Muslim tourists visit Sri Lanka to with the help of well skilled and knowledge learn Buddhism as they believe that Sri of Buddhist monks in Sri Lanka. Meditation Lanka is the only place where they can learn is a means of channeling one’s inner-self. pure Buddhism,” Mr. Aslam also said. He Buddhist mediation practices are systems also said that a large number of meditations that energize and create focus, clearness, centers have already been set up in Sri enthusiastic energy, and a quiet observing of Lanka to meet this growing demand for the genuine idea of things. By engaging spiritual tourism. The government is also with a particular meditation practice people developing infrastructure facilities for the learn the patterns and habits of their mind, improvement of the tourism industry. and the practice offers a means to cultivate new, more positive ways of being Mr. Kishu Gomes, the former Chairman of (Samaratunga, 2015). Sri Lanka Tourism Promotion Bureau who expressed his thoughts on the visit of Public and Private sector Marking one month since the Easter Terror involvement Attacks, ‘’Being a Buddhist country with Buddhism embedded into predominant Public Sector culture, a large delegation of Thai devotees The government is developing infrastructure led by chief prelate Ven. Phra Bhawana facilities for the improvement of the tourism khemakum maha thero, led by several other industry. Under the Tourist Strategic Plan Buddhist monks in the delegation, the visit 2017-2020, they provide facilities for the is very timely, to send positive messages to development of Spiritual tourism. They the rest of the world , with regard to the highlighted multi nations, Cultures and prevailing security situation in the country. especially religious sites to promote Buddhist Tourism, for us, is a new segment spiritual tourism worldwide. that has grown over the past few years. Not just within the region, but across the entire There are about 20 meditation centres world with a significant number of tourists identified by Sri Lanka Tourism, situated from the western world visiting the country, outside Colombo, which can provide to study Buddhist Philosophy and opportunity for the travelers who are on an Meditation, etc.’’ The group took part in an expedition to see the reality of life. Such as auspicious ceremony to donate a Buddhist Ridee Vihara, Rockhill Hermitage, statue to the Thai Viharaya in Mabima in Kanduboda Meditation Center, Nilambe Kelaniya. That can give a massage of the Buddhist Meditation Centre, Paramita Buddhism and Spirituality to the world. So, International Meditation Center, Sri Sri Lanka is an ideal landmark for Spiritual Subodharama international Meditation tourism. Center, Dhamma Kuta, Sambudu Maga Hanthana International Centre, Amawathura Spiritual tourism is an important component Meditation Center, Arankele Forest of a Sri Lankan tourism industry as Sri Monastery, Dekanduwala Meditation Lanka is a land of spirituality end owned Centre, Sanatha Suwaya, Dewanam- with many places of worships, pilgrim piyathissa International Samatha-vipassana centres and religious monuments etc.

Meditation Center (DISVMC), Pagoda Private Sector Meditation Center, Lanka Vipasanna International Meditation Center and Nisala Travel Agents who Engaged in Buddhist International Meditation Center too Tour Trail do the grate service in Sri Lanka. (SLTPB, 2019). The agents identified by Sri Lanka Tourism and give an approval to make their business Tourist Attractions that can make special with Standard brand and security. Such as tourism is most important by visiting the Aitken spence Travels, Jagath Tours and religious places like Temple of the Tooth Travels, Sri Lanka International Buddhist Relic, Sri Maha Bodhi (The sacred Bo- Academy, Jetwing Travels, Let’s see Asia Tree), Kelaniya Raja Maha Viharaya, The (Wonder of Miracles), Royal Holidays, Brazen Palace, Lankaramaya, The Sunbird Lanka Tours and Unique Paradise Abhayagiri Dageba, Jetavana Dagaba, Travels too. So private sector also involved Mihintale, Mirisaweti Dagaba, Ruwanweli with spiritual tourism at present (SLTPB, Maha Seya, Sela Chathiya, Thanthirimale, 2019). Rajamaha Viharaya, Thuparamaya, Avukana Buddha Statue, Deegawapi How to develop spiritual tourism Rajamaha Viaharaya, Dowa Rajamaha Tourism development is considered an Viharaya, Mahiyangana Rajamaha important tool in promoting economic Viharaya, Muthiyangana Rajamaha growth, alleviating poverty, and advancing Viharaya, Bellanwila Rajamaha Viharaya, spirituality development. Mr. Vipula Gangaramaya Temple, Kotte Rajamaha Wanigasekera, former Sri Lankan diplomat Viharaya, Mahamewnawa, Sithulpawwa and former CEO of Sri Lanka Convention Rajamaha Viharaya, Tissamaharama Bureau who has done an extensive research Rajamaha Viharaya, Dambakolapatuna, in this area prior to the launch of his book Nagadeepa Rajamaha Viharaya, Kande ‘Pointers to Enlightenment’ and since then Viharaya, Kalutara Bodhi, Degaldoruwa he has conducted over 60 meditative Rajamaha Viharaya, Gadaladeniya sessions for tourist groups. He would share Rajamaha Viharaya, Lankathilaka Rajamaha his experience with the industry members as Viharaya, Athkada Rajamaha Viharaya, to the international scenario in Spiritual Dambadeniya Rajamaha Viharaya, Tourism and suggest ways and means of Rambodagala Buddha Statue, Ridi offering this to tourist groups from Sri Viharaya, Kataragama Kiri Vehera, Alu Lanka as an option in tour itineraries with a Viharaya Temple, Dambulla Cave Temple, view to developing this to spiritual tour Pidurangala Rajamaha Vihara, Devinuwara packages in the future (Sri Lanka miracle, Rajamaha Viharaya, Weherahena Viharaya, 2015). Alahana Piriwena, Gal Viharaya, Rankoth Viharaya, Somawathi Chethiya, Samanala Million people travel out of their country Mountain (Sri Pada & Guhawa), Thiriyaya every year seeking spiritual development, Girihandu Seya and Seruvila Mangala Raja inner peace, happiness or tranquility. They Maha Viharaya too. Apart from those go to various locations across the world and places, Sri Lanka Had many more places engage themselves in yoga, meditation and related to the spirituality (SLTPB, 2019). participate in discourses in Sri Lanka. According to him, what has attracted the

visitors to take part in the meditative session regarding the development of spirituality is simply the following message: In life, one through tourism activities. Finally, can way or another, everyone goes through suggests that there is an ability to develop spells of suffering. However, suffering is spiritual tourism effectively in Sri Lanka one aspect in life that ignites a self-inquiry which can strongly and positively influence to go into a search for freedom. The spiritual principles and practices. realization of the freedom is not knowledge. The intellect cannot grasp this. This References discourse will show you that freedom is Sri Lanka miracle. (2014, October 13). How within you. You only need to discover that to develop spiritual tourism. which you had simply overlooked Srilankatravelnews, p1. throughout your life. ‘Truth is simple’. ‘And Sri Lanka miracle. (2014, August 04). it is too simple, that most people fail to see Spiritual-tourism-thing. Dailynews, the obvious’. Those ways can develop P5. spiritual tourism always. Sri Lanka had potentials to uplift spiritual market. Now Lin, J. (2019, May 25). Thai Buddhist group have to do promotion and develop the in Sri Lanka on spiritual and cultural infrastructures to attract tourist. For that, Sri tour. Thesundayreader, P10 Lanka should have the government support, Fernandopulle, L. (2015, January 04). Sri long term plans and political stability. As a Lanka ideal for spiritual tourism. result of that, we can emprise Sri Lanka as a Sunday Observer, P11 brand of spiritual tourism all around the Attygalle, R. (2018, October 14). Lanka’s world (Chinthaka & Senarathna, 2012). under-tapped fount of spiritual Conclusion tourism. Sunday Times (Sri Lanka) online. This research study reviews the relationship Sri Lanka Tourism-Spiritual practices. between tourism and spirituality and explain (2019). https://www.srilanka.travel/ how tourism development could contribute buddhist-places/meditation-center.php to spirituality development goals. And also, Sri Lanka Tourism Development Authority, this provide an analysis of the relationship (2017, July). Statistical report, 13-23. between tourism and spirituality development. It explores definitions and Chinthaka, H.B.U. & Senarathna, S.P.D.R. constructs of spirituality and reviews (2012). The Opportunities for experiences and practices in relation to Development of Spiritual Tourism in th spiritual resources. However, by looking at Sri Lanka. Book of Abstract- 13 a brief identification of spiritual tourism in Annual Research Symposium, Sri Lanka, can learned that there is a high University of Kelaniya., p30. agreement today upon the spirituality Samaratunga, W.H.M.S. (2015). Promoting definition. In order to reach a sustainable Spiritual Tourism in Sri Lanka. 6th development within tourism, have to South and Southeast Asian consider about the importance of tourism Association for culture and Religion and spirituality. As components of life Conference, University of Kelaniya. success, we can promote spiritual tourism