LMD FEBRUARY 2025 – COVER STORY
The Untapped Gem
REVAMPING THE TOURISM INDUSTRY
Reimagining Paradise
Tamara Rebeira highlights the need for a new tourism branding strategy
This tropical paradise island we call ‘home’ has long been known for its stunning beaches, ancient temples, wildlife and vibrant cuisine. And one of the country’s greatest strengths lies in its tourism industry, which is a matter of national pride.
Sri Lanka has emerged as a rising star among ‘must-visit’ destinations, gaining increasing recognition on social media platforms such as Facebook, Instagram and TikTok. A growing number of international travellers are sharing images and stories of their journeys, and highlighting the island’s landscapes, rich culture and most notably its hospitality – including the warmth of the island’s people.
From the golden beaches of Mirissa and Ahangama, to the famous Nine Arches Bridge in Ella and the bustling streets of Colombo, social media creators are capturing the essence of the island’s charm.
This organic promotional material positions Sri Lanka as a ‘must-visit’ destination and inspires travellers to include the island on their bucket lists.
REJUVENATION As the country emerges from a period of political and economic challenges, the vision for tourism will be one of rejuvenation, which focusses on creating a compelling and sustainable brand that attracts visitors from around the globe.
The Sri Lanka Tourism Development Authority (SLTDA) is in the process of rolling out an ambitious rebranding campaign that’s designed to elevate the country’s image on the world stage.
This new branding strategy will focus on portraying Sri Lanka as a versatile destination that caters to the diverse needs of international tourists from adventure seekers and history enthusiasts, to wellness seekers and food enthusiasts.
In a commendable move, the government has implemented significant reforms by appointing professionals to key roles in the tourism industry and SLTDA, which is the apex body overseeing tourism.
NEW CHAPTER The Chairman of SLTDA Buddhika Hewawasam is confident that the best years for Sri Lanka’s tourism industry are ahead and that this will mark the beginning of a new chapter.
He has outlined a comprehensive five year strategy to elevate the industry with an emphasis on the need for institutional reforms and innovative strategies.
“Sri Lanka’s adventure tourism sector has seen rapid growth with tourists flocking to the island for trekking, wildlife safaris, surfing and diving”
Hewawasam believes the vision is ambitious but attainable with the industry’s challenges to be overcome through a practical approach and determined mindset. He also notes that tourism’s contribution to the national economy could rise to 15-20 percent with the implementation of the right policies and unified efforts.
This fresh narrative won’t be only about marketing; it will involve aligning the nation’s infrastructure, tourism policies and sustainability practices with international standards to ensure that Sri Lanka appeals to travellers from around the world.
The Deputy Director General of SLTDA Upali Ratnayake says that though there were various branding initiatives in the past, the primary focus will now be to position Sri Lanka under one consistent brand for the next 20-30 years to avoid frequent changes.
Ratnayake believes that it is important to create a brand that reflects the entire tourism ecosystem, rather than being limited to the vision of any single party or stakeholder. He explains: “For instance, ‘Incredible India’ has been embraced by the entire country and isn’t limited to tourism alone. This makes it an effective branding model.”
“The visionary behind India’s successful ‘Incredible India’ campaign V. Sunil has proposed that Sri Lanka should consider developing a brand with a multi-dimensional approach”
RECOVERY The pandemic hit global tourism hard and Sri Lanka was no exception.
In 2020, the country witnessed a dramatic decline in arrivals but with aggressive marketing and the gradual relaxation of travel restrictions, the numbers have steadily climbed.
In 2023, Sri Lanka welcomed around 1.5 million tourists and signalled a strong recovery from the crisis. The incumbent government has set an ambitious target of reaching three million tourist arrivals this year, a goal that is within reach – especially with the country’s improved international standing.
Last year, Sri Lanka recorded 2,053,465 tourist arrivals with nearly 250,000 visitors arriving in December alone. Throughout 2024, India was consistently the leading source market with 416,974 visitors, followed by Russia (201,920), the UK (178,339), Germany (136,084), China (131,681) and Australia (89,573).
RECOGNITION Sri Lanka’s tourism industry has been gaining global recognition with the country winning several prestigious awards. And the island has been named as one of the top sustainable tourism destinations by various international organisations.
In 2023, Sri Lanka received the ‘Best Destination for Sustainable Tourism’ award at the World Travel Awards (WTA) for its commitment to preserving the environment and culture.
Additionally, Forbes ranked Sri Lanka among the top three ‘must-visit’ destinations for summer 2024 alongside Greece and Mauritius. And in the Wanderlust Reader Travel Awards 2024, Sri Lanka was ranked number one, securing the gold award for ‘Most Desirable Island (World).’
These accolades are a testament to the country’s efforts to position itself as a responsible and sustainable tourism hub.
EXPERIENCES SLTDA has strategically shifted its focus to experiences that differentiate Sri Lanka from other destinations. One such initiative is the focus on wellness tourism.
Sri Lanka’s centuries old Ayurvedic traditions are being marketed as holistic solutions for travellers seeking relaxation and rejuvenation.
Luxury resorts, spas and wellness centres across the country are offering world-class services to attract tourists who are seeking both physical and mental healing. Moreover, Sri Lanka’s adventure tourism sector has seen rapid growth with tourists flocking to the island for trekking, wildlife safaris, surfing and diving.
It is also noteworthy that many tourists who have visited Sri Lanka multiple times, have since fallen in love with the island and its offerings. As a result, they’ve taken the next step of acquiring properties and establishing their own businesses here.
Destinations such as Ella, Nuwara Eliya and the south coast are emerging as adventure hotspots. Sri Lanka is also making significant strides in promoting its rich cultural heritage, thanks to UNESCO World Heritage sites such as Anuradhapura, Polonnaruwa and Sigiriya.
“Despite progress, Sri Lanka faces challenges in terms of infrastructure and skills development”
COLLABORATION The tourism industry thrives on collaboration between various stakeholders. From hotel chains and travel agencies, to transport providers and local artisans, the industry has come together to ensure that rebranding efforts make their mark.
The visionary behind India’s successful ‘Incredible India’ campaign V. Sunil has proposed that Sri Lanka should consider developing a brand with a multi-dimensional approach. He says the focus should extend beyond scenic attractions and instead, highlight an experience driven narrative that aligns with the interests of modern travellers.
Sunil believes that cross sector partnerships involving hotels, cultural venues and event organisers – including the lucrative MICE (meetings, incentives, conferences and exhibitions) segment – can help create a cohesive story.
This collaboration will bring together diverse elements of the nation’s tourism offerings to shape a distinctive ‘Brand Sri Lanka,’ which showcases the sophistication and depth behind tourism experiences.
“Sri Lanka’s tourism industry has long been a key pillar of the nation’s economy, and will continue to be a noteworthy contributor to its GDP and employment”
CHALLENGES Despite progress, Sri Lanka faces challenges in terms of infrastructure and skills development.
Many tourism experts highlight the need for continued investment in transport infrastructure including airports, roads and public transport systems to accommodate the growing number of tourist arrivals.
In addition, there is a demand for skilled personnel in the hospitality sector. As the country focusses on higher value tourism, training local talent to meet international standards remains crucial.
Amid these concerns, travel advisories are occasionally issued by diplomatic missions in response to various incidents. The most recent was a warning about a potential attack on tourist sites in Arugam Bay, which is a popular surfing destination on the east coast.
These developments raise important issues; they also provide an opportunity to reflect on the broader challenges facing Sri Lanka’s tourism industry, and the nation’s overreliance on it as a key economic driver.
FUTURE Sri Lanka’s tourism industry has long been a key pillar of the nation’s economy, and will continue to be a noteworthy contributor to its GDP and employment.
Today, the industry stands at a crossroads and a new branding strategy is needed to drive future growth. With a renewed vision and commitment to sustainable growth, Sri Lanka is poised to redefine its place on the global tourism map by offering travellers more than simply a destination.
Untapped Potential
Suchitra Aluwihare asserts that tourism is brimming with untapped potential
“Sri Lanka holds immense potential to become a leading global tourism destination. However, a strategic approach that focusses on marketing, diversification, digital presence and infrastructure improvements is crucial – especially in emerging markets such as Southeast Asia, Latin America and Africa,” says the Chief Operating Officer of Hayleys Travels Suchitra Aluwihare.
He adds that while emerging markets offer potential, Sri Lanka’s tourism industry should continue to focus on established source destinations such as India, Russia, China, the UK, Germany and France, as they have historically been major sources of tourists.
Aluwihare continues: “A strong global communication campaign is vital to increase Sri Lanka’s visibility. And it should blend traditional marketing strategies such as trade fairs, road shows and partnerships with a robust digital strategy that leverages social media, influencers and bloggers to reach global audiences.”
Ecotourism, adventure tourism and wellness retreats are growing trends, and Sri Lanka’s diverse landscapes, wildlife and cultural mix make it ideal for these segments.
Adventure activities such as wildlife safaris, birdwatching, trekking, cycling, rafting and water sports will also enhance the island’s appeal as an adventure tourism hub.
He explains: “Today’s tourists seek more immersive and participatory experiences. Sri Lanka can stand out by offering them opportunities to cook local dishes, visit markets and engage in authentic cultural activities. By promoting these unique hands-on experiences, the country can offer a more authentic tourism experience and differentiate itself from other destinations.”
“Creating visitor centres at key tourist sites and offering multilingual support will improve the overall travel experience”
Digital platforms, social media influencers and content creators play a significant role in modern tourism marketing. Live streaming events such as festivals, whale watching or surfing can capture global attention in quick time.
Aluwihare adds that “social media’s viral nature provides an affordable and effective way to reach international audiences, and boost Sri Lanka’s profile as a travel destination.”
He says: “Infrastructure improvements are essential for enhancing the tourist experience and making Sri Lanka more accessible. The completion of the Central Expressway to reduce the travel time between major destinations, and expansion of the Bandaranaike International Airport (BIA), are critical for tourism. Creating visitor centres at key tourist sites and offering multilingual support will improve the overall travel experience.”
“Enhancing transport systems, particularly simplifying the train ticket booking process through online platforms, will ease congestion and improve convenience for tourists,” he adds.
Aluwihare also believes that developing high quality facilities for meetings, incentives, conferences and exhibitions (MICE) tourism is essential to cater to corporate and incentive travellers who are a growing segment in global tourism.”
– Compiled by Yamini Sequeira
Balancing Act
Hiran Cooray stresses the importance of balancing growth with sustainability
Sri Lanka’s tourism industry is witnessing rapid growth with energy consumption increasing alongside related revenue streams. Therefore, there is an urgent need to promote renewable energy solutions to reduce its carbon footprint and create a more sustainable industry.
“Embracing renewable energy is not simply a trend; it’s a strategic move towards future proofing operations,” the Chairman of Jetwing Symphony and The Lighthouse Hotel Hiran Cooray emphasises.
The industry veteran says that as the demand for energy rises, renewable energy ensures operational resilience against price fluctuations. “The initial investment may be high but the long-term operational savings are substantial,” he assures.
As the global travel landscape shifts, today’s travellers – especially younger generations – are more eco conscious and eager to minimise their environmental impact.
Cooray shares his wisdom for creating sustainable tourism that offers authentic cultural experiences. He explains: “Drawing inspiration from Sri Lanka’s rich cultural heritage is one solution. Reviving traditional building techniques, such as thatch roofing and mud-brick construction, can reduce the carbon footprint and enhance eco-friendly accommodation.”
“Supporting local agriculture and promoting sustainable transport options such as cycling tours can minimise the ecological impact and provide visitors with a more immersive experience. By offering authentic local experiences such as village walks and boat rides, tourism benefits can be shared equitably. Stricter regulations are also needed to protect Sri Lanka’s coastal ecosystems, where tourism and pollution pressures are most intense,” he asserts.
Sri Lanka must also work towards partnerships between the government, local communities and the private sector. Cooray notes that “the Sri Lanka Tourism Development Authority (SLTDA) has prioritised sustainability but further collaboration is needed.”
A critical step in this direction is the issuance of eco-friendly certifications for businesses. He elaborates: “A mandatory certification process for sustainability will help elevate Sri Lanka’s global standing in tourism.”
“Embracing renewable energy is not simply a trend; it’s a strategic move towards future proofing operations”
Tourism authorities could promote these initiatives by offering financial incentives or tax breaks to businesses that achieve sustainability certifications. This will motivate broader industry participation in greener practices.
Balancing the demand for tourism growth with the protection of Sri Lanka’s fragile biodiversity is another pressing issue. The country’s unique ecosystems – which include rainforests, coastal areas and wildlife sanctuaries – are vulnerable to overtourism and environmental degradation.
Cooray adds: “It’s crucial that we implement science based habitat restoration, and prioritise species conservation by both the public and private sectors so that Sri Lanka’s biodiversity can be safeguarded for generations to come.”
– Compiled by Yamini Sequeira
Business Haven
Herve Duboscq maintains that hospitality is key to blending business with leisure
Colombo is steadily gaining recognition as a leading destination for MICE (meetings, incentives, conferences and exhibitions). Combining its strategic location, world-class facilities and warm Sri Lankan hospitality, the city is positioning itself as a hub for business events in South Asia.
The General Manager of Shangri-La Colombo Herve Duboscq shares his views on Colombo’s appeal and its potential to excel in the MICE sector.
He notes: “The city’s location is one of its greatest advantages. Situated at the crossroads of East and West, Colombo offers exceptional connectivity, and can be accessed by delegates from Asia, the Middle East and Europe.”
Located only 40 minutes from the heart of Colombo, the Bandaranaike International Airport (BIA) ensures seamless international connectivity. Colombo’s appeal is further elevated by ongoing infrastructure development such as the Port City Colombo and upcoming Port Access Elevated Highway, which will provide a new level of direct connectivity between Colombo and BIA.
The commercial capital has enjoyed substantial growth in its capacity to host international events, fuelled by the emergence of new hotels catering to MICE. This development attracts larger groups seeking premier venues for MICE events in Asia.
Colombo boasts expansive ballrooms sans pillars and versatile meeting spaces that are equipped with cutting-edge technology, which can cater to the evolving needs of international event organisers.
“Situated at the crossroads of East and West, Colombo offers exceptional connectivity, and can be accessed by delegates from Asia, the Middle East and Europe”
In addition to top tier venues, the city also provides a wide range of luxury accommodation, gourmet dining options and personalised services that make for tailor-made experiences for MICE participants.
Event execution is seamlessly managed with meticulous attention to detail and the renowned warmth of Sri Lankan hospitality, which help create memorable experiences for attendees.
What sets Colombo apart is its ability to combine business with leisure.
“The city’s vibrant culture, historical landmarks and proximity to stunning beaches encourage delegates to extend their stay for leisure,” Duboscq observes. Attractions such as the Gangaramaya Temple provide cultural immersion while day trips to Galle or the tea plantations offer relaxation following business engagements.
He envisions Colombo’s MICE potential with an emphasis on infrastructure investments and strategic marketing. Duboscq explains: “Continued investments in infrastructure combined with strategic marketing efforts will be key to unlocking Colombo’s full potential.”
And he adds that improved flight connectivity and consistent service delivery is crucial for global competitiveness.
Duboscq sums up: “The city offers a unique opportunity to blend world-class business events with authentic Sri Lankan experiences that create memorable moments for every delegate.”
– Compiled by Indrajit Lankeshwara
Cosmopolitan Charm
Declan Hurley highlights Colombo’s potential as a luxury travel destination
Sri Lanka’s bustling capital seamlessly blends its rich cultural heritage with modern sophistication to create a unique allure for high end travellers. The city’s charm lies in its ability to marry colonial history with a contemporary skyline.
“From fine dining and upscale shopping to a thriving nightlife, Colombo stands as a cosmopolitan hub. Yet, what truly sets it apart is its positioning as the gateway to Sri Lanka’s awe-inspiring natural beauty,” says Director – Commercial of Cinnamon Life City of Dreams Sri Lanka Declan Hurley.
Hurley says that what sets the city apart is its position as the gateway to Sri Lanka’s natural beauty. He adds: “To fully realise its potential, Colombo must invest in creating more immersive cultural experiences and elevate its luxury infrastructure.”
He emphasises that collaboration among tourism boards, airlines, cultural institutions and luxury hotels is essential to position Colombo as a premier destination for affluent travellers.
Unified efforts will create a cohesive narrative that highlights the city’s unique appeal. “Initiatives such as curated travel itineraries, exclusive international roadshows and well-crafted global campaigns can showcase Colombo’s seamless blend of tradition and modernity,” he explains.
Hurley opines that a shared vision among stakeholders will strengthen Colombo’s reputation as a hub for bespoke luxury, and attract discerning travellers from around the world. Modern luxury travellers seek more than extravagance; they expect meaningful, personalised and immersive experiences.
“To attract affluent tourists, Colombo must establish itself as a destination that’s synonymous with exclusivity and distinction”
According to Hurley, essential services include customised guided tours, curated culinary journeys, wellness escapes, and seamless offerings such as private transfers and dedicated concierge teams.
As for Colombo’s cultural heritage, culinary offerings and modern attractions, the city’s unique appeal lies in its ability to blend the old with the new.
“For high end travellers, the city offers a tapestry of experiences such as private cultural tours of iconic landmarks including the Gangaramaya Temple, bespoke sunset cruises in the Indian Ocean and tailored culinary adventures that celebrate Sri Lanka’s diverse flavours,” he notes.
To attract affluent tourists, Colombo must establish itself as a destination that’s synonymous with exclusivity and distinction. To this end, Hurley urges “strategic collaboration with global travel agencies and targeted marketing initiatives can spotlight the city’s unique appeal.”
Retaining these discerning travellers hinges on exceeding their expectations through impeccable service, personalised itineraries and world-class amenities,” he says.
Hurley maintains that the future of Colombo as a luxury destination is bright – and with the right strategies, it can achieve global recognition as a hub of exclusivity and distinction.
– Compiled by Tamara Rebeira
Sustainable Tourism
Susith Jayawickrama believes that community driven tourism is sustainable
As global travellers become more conscious of their environmental footprint, Sri Lanka is taking steady steps to integrate sustainability into its tourism industry. From eco certification to community engagement, the country is proving that tourism and nature can thrive together.
Susith Jayawickrama – the Joint Managing Director of Aitken Spence Hotel Managements – explains: “The focus on sustainability is about creating a sustainable model that benefits local communities as well as the environment. Educating and empowering these communities is crucial for preserving both the natural and cultural heritage of Sri Lanka.”
He says that “by incorporating homegrown culture such as nature tours and responsible sourcing into tourism offerings, hotels can create economic opportunities that directly benefit local communities. These initiatives foster a sense of pride among residents and ensure the preservation of the island’s unique heritage.”
However, the road to sustainable tourism in Sri Lanka is not without its challenges. And the country’s diverse ecosystems face major problems such as habitat degradation, overtourism and waste pollution.
Jayawickrama explains: “To mitigate these issues, eco-friendly architectural designs and strict waste management protocols are being implemented at key hospitality sites. For instance, hotels can collaborate on reforestation projects and biodiversity research to minimise their environmental impact, and then educate visitors about the importance of conservation.”
“As the global demand for sustainable travel continues to rise, Sri Lanka has an opportunity to strengthen its positioning as an eco-friendly destination”
As the global demand for sustainable travel continues to rise, Sri Lanka has an opportunity to strengthen its positioning as an eco-friendly destination. One way to do this is by earning and promoting sustainable travel certifications.
“These certifications build trust and enhance the destination’s appeal to eco conscious travellers. By ensuring that local businesses and hospitality providers follow sustainable practices, Sri Lanka can differentiate itself in the competitive tourism market by offering a compelling reason for environmentally aware tourists to visit the island,” he maintains.
Local businesses, particularly within the hospitality and tour operators sectors, are also adopting renewable energy and eco-friendly technologies to reduce their carbon footprint. They are doing so through solar PV systems and biogas plants that convert waste into clean energy, and biomass gasifiers are replacing nonrenewable fuels with sustainable alternatives.
“These green practices should be supported by government policies through tax incentives and grants. And that will help drive the country’s transition to a greener tourism model,” Jayawickrama posits.
He concludes: “As Sri Lanka continues to balance economic growth with environmental conservation, it can set an example for other destinations that are looking to develop tourism in an eco conscious and responsible manner.”
– Compiled by Yamini Sequeira
Cultural Pulse
Sujeet Kumar hails Colombo’s metamorphosis as a vibrant city destination for international travellers
Often viewed as a mere transit point, Colombo is steadily transforming itself into a vibrant entertainment and leisure destination that offers something for everyone. From its architectural gems and historical landmarks to the bustling nightlife and cultural events, Sri Lanka’s commercial capital is carving a unique niche in South Asia’s entertainment landscape.
For lovers of architecture and history, the city offers treasures such as Geoffrey Bawa’s residence, the Colombo Fort and quaint garden cafes. The streets near Viharamahadevi Park are adorned with stunning street art, making them a haven for photography enthusiasts.
Nightlife seekers can revel in a plethora of bars, clubs and restaurants, while casinos hosting international artistes bring an added allure to the city’s range of offerings.
Pettah market offers a lively shopping experience, and nearby beaches are perfect for water sports and leisurely dining. The Royal Colombo Golf Club (RCGC) and modern shopping malls enhance the city’s appeal by blending traditional charm with contemporary convenience.
The General Manager of ITC Ratnadipa Sujeet Kumar observes: “Colombo is no longer simply a gateway – it’s a destination that offers a rich blend of culture, history and modern attractions. And the city’s vibrancy invites both locals and international travellers to immerse themselves in its energy.”
Colombo’s entertainment scene is thriving, and is marked by a surge in innovative restaurants and bars. Live entertainment, cultural events and art exhibitions have taken centre stage, with galleries showcasing the work of renowned local and international artistes.
“Colombo is no longer simply a gateway – it’s a destination that offers a rich blend of culture, history and modern attractions”
Plans for concerts featuring global performers and the launch of new casinos have added another layer of excitement. The city is also becoming a foodies’ paradise, which offers a mouth-watering mix of culinary delights that reflect its diverse heritage.
Despite this progress however, Colombo faces challenges in positioning itself as a leading entertainment hub in South Asia. Competing cities in the region are already well established in live entertainment and large-scale events.
Having said that, the city’s steady development, which includes a number of new hotels and entertainment venues, signals a promising future. Over the next five to 10 years, an increase in events and tourism is expected to consolidate the city’s position as a vibrant destination.
To enhance its global appeal, Colombo’s stakeholders must collaborate with government and tourism entities. “Identifying target audiences and developing niche offerings will be key,” says Kumar.
Investments in infrastructure, venue upgrades and accessibility improvements are essential. Additionally, leveraging technology such as augmented and virtual reality can create immersive experiences that attract global audiences, and position Colombo as a modern entertainment hub.
– Compiled by Indrajit Lankeshwara
Timeless Treasures
Akram Cassim notes that the island has been a premier source for gems for eons
For over 2,500 years, Sri Lanka has been renowned for producing the world’s finest blue sapphires, many of which are displayed in leading museums. The President of the Sri Lanka Gem and Jewellery Association (SLGJA) Akram Cassim notes that “the world’s most famous sapphires worn by royalty and celebrities are Sri Lankan.”
He reveals: “Sri Lanka is one of the best sources for sapphires and the island also has over 50 other varieties of gems that are attracting significant global interest.”
SLGJA plays a significant role in promoting local gems globally, notably through Facets Sri Lanka – the gem and jewellery exhibition that’s been held annually since 1991.
Cassim explains: “SLGJA facilitates participation for members in international exhibitions and collaborates with organisations such as the International Colored Gemstone Association (ICA) and Sri Lanka Tourism Development Authority (SLTDA) to boost visibility.”
The country offers an array of gems for every budget along with a mix of exquisite jewellery crafted in both gold and silver, and set with gemstones. Cassim adds: “We showcase gem mining, cutting and tours to gem museums to enhance tourist experiences.”
He believes that the industry can strengthen its global presence by forming strategic partnerships with Sri Lanka Tourism and SriLankan Airlines to add value to visits by tourists.
“Sri Lanka is one of the best sources for sapphires and the island also has over 50 other varieties of gems that are attracting significant global interest”
“We need to create an amazing sapphire experience for tourists visiting the island. The mystery, magic, myths and legends – along with the history, crafts and skills – of Sri Lanka’s gem and jewellery legacy should be showcased to the world through tourism,” he suggests.
Cassim asserts that Sri Lanka is the home of the blue sapphire and can offer an unmatched experience. He recommends the promotion of sapphires from mine to market to create a tourism driven shopping experience for all budgets ranging from US$ 100 to 100,000 dollars.
“Together, we can make ‘Ratnadeepa’ our island of gems – the jewel of Asia – and keep sapphires sparkling around the world in the years to come,” he enthuses.
Commenting on the challenges facing the industry, Cassim notes that there’s great potential to boost foreign exchange and generate employment opportunities. However, urgent reforms are needed to reverse policies that have hindered growth, undermined global competitiveness and subsequently driven local businesses overseas.
In summing up, he states that “the industry needs to work with the government and authorities to create a business friendly environment for the gem and jewellery industry to flourish and contribute to the economy through exports and foreign exchange that’s generated by increased spending by tourists visiting Sri Lanka.”
– Compiled by Nirmali Ameresekere
Collaborative Spirit
Irstel Jansen elaborates on the salient features of a sustainable tourism model
Sustainable tourism drives inclusive growth, preserves natural assets and fosters resilience, by aligning with Sri Lanka’s economic and environmental goals. “Social responsibility is as critical as environmental sustainability to build a resilient industry,” emphasises Irstel Jansen, who is a Director of Sustainable Sri Lanka.
She says that sustainable tourism stimulates local economies by creating jobs, supporting small businesses, promoting rural development, and opening up opportunities for women and marginalised communities.
“Since women account for less than 10 percent of the tourism workforce, empowering more females – especially in leadership positions – is vital to innovation and boosting productivity,” she adds.
Training programmes on child protection, gender equality and ethical practices are also essential for strengthening the industry’s resilience.
Sustainable tourism protects Sri Lanka’s biodiversity from national parks to coastal ecosystems. Jansen says that initiatives such as the Pekoe Trail attract environmentally conscious travellers by promoting conservation and local wellbeing.
“True resilience requires shifting from short-term fixes to strategies that prioritise communities, ecosystems and workforce wellbeing,” she explains.
While sustainability certifications such as Green Globe and Travelife promote environmental compliance and boost Sri Lanka’s global image, Jansen emphasises that their true value lies in encouraging businesses to adopt comprehensive frameworks that foster accountability, and ensure that tourism benefits the environment, the workforce and local communities.
She advocates for well-regulated community based tourism (CBT) to economically empower local communities. Initiatives such as the Auntypreneurs project in Ahangama empowers local women and preserves local heritage.
“The provision of training in hospitality, ecotourism and entrepreneurship – especially for women – builds local capacity,” she argues.
Collaboration with educational institutions and NGOs such as the Tea Leaf Trust will equip communities to manage tourism sustainably. Additionally, integrating local products and services into the tourism value chain boosts economic growth and strengthens community resilience.
Jansen suggests that the government should incentivise sustainable tourism through tax reductions for eco-friendly businesses, and low interest loans and grants for SMEs engaging in sustainable tourism – particularly in rural areas.
She notes that destination management organisations (DMOs) can be instrumental in shaping sustainable tourism. “Countries such as Costa Rica have successfully adopted this model and Sri Lanka has similar potential,” she maintains.
DMOs can lead sustainable destination planning, manage visitor flows to protect sensitive areas, promote off-season travel and educate local tourism operators. By partnering with local artisans, farmers and women entrepreneurs, they can integrate local products into the tourism value chain and create economic opportunities for communities.
Jansen concludes: “Collaboration between government authorities and DMOs will build a more sustainable tourism industry here in Sri Lanka.”
– Compiled by Nirmali Ameresekere
Tourism Pathway
Nalin Jayasundara pays heed to the importance of aligning with emerging global travel trends
A critical area that needs attention is the country’s infrastructure. The President of the Sri Lanka Association of Inbound Tour Operators (SLAITO) Nalin Jayasundara explains: “The airport must be upgraded to international standards as the existing infrastructure is struggling to accommodate high passenger numbers.”
Improving the country’s road networks is also vital. “The Southern Expressway has proven to be a game changer,” he explains, and adds that similar projects to improve access to Kandy and the cultural triangle are essential for opening more of the island to tourists.
Jayasundara also emphasises that an efficient road system will support year-round tourism by improving access to the east.
Beyond infrastructure, improving facilities at tourist attractions is important. He highlights the need for better signage, restrooms and seating. Additionally, the ticketing system for attractions – particularly train travel – must be streamlined.
Given the increasing popularity of train travel, he laments: “The ticketing system is often prone to delays; and it is complex and needs to be addressed.”
Sri Lanka’s tourism offerings can also benefit from diversification. Jayasundera points out that “Sri Lanka has many hidden gems” that remain largely unexplored. He advocates for new experiences such as trekking, ecotourism and cultural immersions that will position the country as a unique destination.
The tourism industry has displayed resilience in the wake of multiple crises. Together with the pandemic, the Easter Sunday bombings and the economic crisis constituted a triple blow. Despite these setbacks, the industry has continued to grow.
Jayasundara notes that 1.4 million tourists visited the island in 2023 with the count surpassing two million last year. “Next year’s goal of three million tourists, while ambitious, is achievable through a strong and sustainable marketing campaign,” he adds.
Looking to the future, he sees a promising outlook for inbound tourism if the right source markets are targeted to generate both high volumes and revenue. “Tourism can become the country’s top foreign exchange earner in the near future,” he asserts.
To achieve this goal, training and development are crucial to improving service quality. Regulation is also an imperative: a level playing field where all businesses follow the same rules is needed to maintain the quality of the travel experience.
Furthermore, since tourism is intertwined with various sectors, better collaboration between government ministries will build a stronger foundation for growth.
Ultimately, the country must align with global trends. Jayasundara concludes: “Sri Lanka should embrace trends such as sustainable tourism, wellness travel and digital nomadism, and communicate its unique offerings more effectively to achieve sustainable tourism growth.”
– Compiled by Prashanthi Cooray
