Developing Wellness Tourism Communication: A Strategic Response to the Internationalization Needs of Emerging Tourist Destinations"

Abstract

The rapid growth of wellness tourism has created new opportunities for emerging destinations to attract international visitors seeking holistic and health-oriented experiences. However, language barriers often limit these destinations’ ability to compete globally. This study explores the strategic development of English for Wellness Tourism Communication (EWTC) as a tailored linguistic and pedagogical framework designed to enhance the communicative competence of tourism practitioners in emerging markets. By integrating the principles of English for Specific Purposes (ESP) with the contextual needs of wellness tourism, the framework aims to improve service quality, cultural interaction, and international market readiness. The research employs a qualitative-descriptive approach, combining literature review, field observations, and stakeholder interviews to identify communicative needs and propose curriculum design elements. Findings indicate that developing English proficiency aligned with wellness tourism contexts strengthens global competitiveness, supports sustainable development, and promotes inclusive participation in the international tourism industry. This strategic linguistic initiative thus serves as a key instrument for bridging local wellness values with global standards, ensuring that emerging destinations can thrive in the era of internationalization.