Sri Lanka must chart its own unique path in global tourism rather than trying to compete directly with high-volume destinations like Thailand and Malaysia, said SLTDA Chairman Buddhika Hewawasam.
Speaking ahead of the 12th Sancharaka Udawa tourism fair scheduled for May 23-24 in Colombo, Hewawasam emphasized that Sri Lanka’s tourism strategy should focus on sustainability, not just increasing tourist numbers.
He highlighted that while the country aims to grow arrivals from three million to eight million over the next five years, this growth must be carefully and responsibly managed.
Reflecting on the country’s challenges, including the 2019 Easter bombings, the COVID-19 pandemic, and the 2022 economic crisis, he noted that tourism has been recovering steadily, with arrivals reaching nearly 1.5 million in 2023.
Hewawasam warned against focusing solely on high-end tourists, stressing the need for a balanced approach that benefits small businesses and local communities relying on budget and mid-range travelers.
He also cautioned that an overdependence on luxury tourism could harm the local economy, as luxury services often rely on imported goods, causing tourism income to leak out of the country.
Acknowledging Sri Lanka’s past as a budget travel destination during the civil war years, Hewawasam said it is now time to refresh the country’s tourism image and reposition itself in the global market.
He concluded that Sri Lanka’s future tourism strategy must aim to protect natural and cultural heritage while ensuring tourism income is distributed widely across society.
