Abstract:
Spa and wellness tourism has become a growing segment in Sri Lanka’s tourism
industry, with Trincomalee emerging as a promising destination due to its coastal
beauty, cultural heritage, and therapeutic potential. Despite its growing popularity,
the spa and wellness hotel sector in Trincomalee continues to face numerous
operational challenges that restrict its growth and service performance. This research
investigates the key issues and challenges experienced by spa and wellness hotels in
Trincomalee, focusing on aspects such as service quality standards, human resource
constraints, infrastructural limitations, sustainability concerns, and competitiveness
in the market. The study employed a qualitative approach, using in-depth semi structured interviews conducted based on a pre-prepared interview guide with ten
purposively selected hotel managers and senior spa therapists representing leading
spa and wellness establishments in the region. Thematic analysis was used to analyse
the data and identify recurring patterns and insights. Findings reveal that most spa
and wellness hotels strive to integrate traditional Ayurvedic practices with modern
wellness treatments to create authentic visitor experiences. However, several
challenges persist, including a shortage of skilled personnel, limited professional
training opportunities, insufficient financial investment, inadequate infrastructure,
and weak digital marketing capacity. Environmental concerns such as waste
management and energy use emissions also pose difficulties for sustainable
operations. In response, hotel operators have adopted adaptive strategies such as
personalised guest care, local resource utilisation, employee skill development, and
collaborative partnerships with regional tourism networks to maintain service quality
and attract clientele. The study concludes that overcoming these challenges requires
coordinated action between the public and private sectors through targeted policy
support, infrastructure development, and continuous human resource training.
Strengthening these areas will promote sustainable wellness tourism in Trincomalee.
