Overview of the International Forest Health and Wellness Tourism Development

In the 1840s, the world’s first forest bathing site and the original concept of forest health and wellness was introduced in Bad Wörishofen in Germany. To-date, one-eighth of the average American income are spent in forest health and wellness, which serves more than 2 billion visitors annually. In other developed countries such as European Union, Japan and South Korea, the development of forest health and wellness is flourishing as well. In Netherlands, each hectare of forest land can serve around one thousand participants annually. Meanwhile, one-fifth of the South Korea population join forest health and wellness activities every year, not to mention that almost every Japanese go forest bathing (or shinrin-yoku). Based on western medical theory, modern forest therapy in Germany, Japan and South Korea have been well developed in terms of philosophy, techniques, standard and certification system. Japan first promoted the idea of forest bathing back in 1982. To-date, almost 800 million people visit these forest therapy sites every year, which marked the rapid development of forest health and wellness in the country. At the same time, South Korea also started cultivating natural forest since 1982 by growing and operating a large number of natural recreation forests and forest bathing parks, and has established a relatively complete standard system for these forest health and wellness base.

There is no doubt that forest ecological recreation tourism is one of the most accessible and effective natural way to revitalize and rejuvenate one’s body and mind. This industry has long been established in many countries and almost all developed countries have conducted research and acquired relevant experience in different aspects in last 100 years. Nowadays, the industry has become one of the mainstream trends and important economic pillars in many developed countries.

Forest Health and Wellness Development in China

At present, the forest health and wellness industry in China is still very much in its infancy. Provinces with rich forest resources such as Sichuan and Hunan are taking the lead in forest health and wellbeing development. Comprehensive planning and construction have been fully rolled out, which includes facilities for forest walking, forest recreation, ecotour and forest medical treatment. The first batch of national forest health and wellness pilot institutions has already kick-started in July 2016. According to the framework of the “Healthy China 2030" Planning Outline” issued by the State Council in 2016, China should promote the integration of health care with senior care, tourism, internet, fitness and leisure, and food services in order to facilitate the establishment of new industries, new style and new models of health care services. Health awareness is not insignificant issue and has been escalated to national level with a strategic goal of “Healthy Living for All”. In recent years, central and local governments have released a series of health and wellness policies with objectives on strengthening supervision, management and development of Healthy China and so as health care industries. This trend provides support, guidance and impetus to the development of health and wellness towns in China.

The 2017 No.1 Central Document of the CCCPC and the State Council addressed the importance of improving the conditions of public service facilities including forest health and wellness by making full use of the unique advantages of the enriched tangible and intangible resources of rural areas and propel the integration of agriculture and forestry with tourism, cultural as well as health and wellness industry and other industries through utilizing “Tourism +”, “Ecosystem +” and other models. As China gradually shifts from an exogenous growth model to an endogenous growth model, and evolving from an economy that aligned with deforestation to an economy that promotes forest’s recreation value, a number of beautiful forests and blessed land with forest wellness themes have mushroomed. People are now keen to visit forests to enjoy and appreciate the visual feast of the landscape as well as to boost mental and physical health. As such, the strategic opportunities and the market potentials of the forest health and wellness industry are huge.

Through the implementation of external cooperation program to develop domestic forest health and wellness industry, the technical standard system for the infrastructure and construction of forest wellness base in China will continue to improve, paving the way for the rapid development of this sunrise industry. Forest health and wellness tourism is still moving from introduction stage to growth stage. Meanwhile, there is a strong market potential and demand for rural tourism in China with bright prospects ahead. It is of great significance to develop forest tourism in rural areas, as it can resolve the issues of “agriculture, rural areas and farmers” (Sannong), speed up the construction of new socialism countryside, expand the income streams of farmers, offer more employment opportunities in villages, lift the cultural and ethical standard of rural areas as well as to enhance the development of forest health and wellness industry.