Conveying the message of Buddhism through tourism

Vipula WANIGASEKERA

It was tourism for relaxation and seeing places when the industry began in the 60s.

The beach that attracted a large number of tourists into the country, still remains the main location sought after by the tourists particularly the Westerners.

Tourism recovered immediately after mid last year and now records growth every month not only relieving the industry from long years of survival games but also enabling them to look for appropriate investments.

The upward trend will continue until Sri Lanka hits the peak and the new plans are aligned to the current product line.

That is the long story short. But for those who see beyond the horizon, may raise the question of differentiating Sri Lanka from her competitors and reaching up market visitors who are high spenders.

This is due to the fact that every other country in the region offers the same attractions through various communication methods and modes.

Being an Island and gifted with a vast amount of diversity of locations is no doubt a strength for those who have experienced holidays elsewhere where repeat visits may not be desirable.

Therefore this proposition is based on this premise where the industry needs support to identify reasons for potential tourists to visit Sri Lanka.

The West is producing a large number of visitors who are seeking peace and tranquillity within, after having battled with the rush world for years. The United States alone has over 16.5 million adults practising some kind of Yoga for this reason.

Bali gets 1 percent of this number so that they receive 160,000 yoga tourists from US alone.

Sri Lanka Tourism, through a preliminary study had identified about 18 meditation centres in the country. There are locals and foreigners who patronize these places for their own benefits.

However very little information is available to know the trend in Europe, our primary market although the potential to grow these numbers is visible.

For spiritual tourism - which should come first? developing products or marketing? is an egg or chicken question. But there is one particular area which needs attention in terms of what Sri Lanka could offer in spiritual tourism.

Yoga, spiritual development programs, Meditation are known and practised in Sri Lanka.

The numbers may not be large enough at present.

We live in a period in which Buddhism thrives. Apart from the majority of the people being Buddhists and there are vast number of Buddhist temples in the country, most pilgrim visits are confined to site seeing of places of interest and historic value. Visits to Kandy, Anuradhapura are mainly part of the round tours and giving the opportunity for visitors to witness heritage or historic value of the sites.

There is a growing need to find places and programs particularly for westerners and Europe in particular, who are desirous of seeking inner peace during their vacation and experiencing spiritual development within. This segment is said to be growing. Buddhism provides exactly that in simple language.

There are several pre-requisites to reach this target segment. No doubt the ritualistic part emanating from Buddhist culture is important for preserving the heritage.

The present visitation to Buddhist sites is also vital. The writer's view point is that Sri Lanka has not fully explored its potential by offering the real benefits of Buddhist philosophy to foreigners.

The answers are found in Buddhism itself. There is no one path for everyone. Each person has to find his or her own way of finding the true nature of things and gaining freedom and happiness.

Taking this as primary lesson, the teaching part becomes vital component.

Between the two main Meditation techniques of Samatha and Vipassana, the practitioner could eventually pick what is most suited based on the predominant hindrance that prevents the progress for inner peace. There are many scholars and teachers in Buddhism whose skills need to be pooled for a major development of Buddhist teachings and practice for tourists who travel for this purpose. If the technique is not flexible enough for them to find out their own barriers to progress, mere offering a course on meditation, would be futile exercise.

Misinterpretation of Dukka or suffering conveys a wrong message to anyone trying to understand Buddhism.

The focus on happiness deriving from being in the present and seeing everything to be illusions needs translated into communication to draw this segment of tourists into the country.

Amarawathi in the UK and Wat Pah Nanachat in Thailand are famous monasteries that offer Buddhist meditation practices. They are however not for visiting tourists but for people who are seriously into Dhamma after having given up worldly living at least for a short period.

Most of the meditation centres in Sri Lanka are also viewed in the light of similar perception which should be corrected.

That's where attention is needed as conveying the true message of Buddhism should take pride of place while enlightenment in any stage is left to the practitioners.

The improvement of such infrastructure in centres outside the city requires to provide basic facilities to visitors. If the staying is so strenuous, that itself would discourage the practice thereafter. The assumption that practitioners have to go through rough life during the program may drive the potential visitors away from the purpose.