Tourism Minister Vijitha Herath announced this week that Sri Lanka is focusing on enhancing the quality of its tourism offerings to woo high-end travellers this year.
Speaking at an inauguration of a new ayurvedic resort in Bentara, he stressed the need for a balanced approach that prioritises both quality and quantity of tourist arrivals.
“Tourism is not only an industry, it also reflects our history, culture, and heritage,” he said, describing ayurvedic treatments under wellness tourism is a major potential area for the industry to capitalise on and attract affluent visitors for longer stays.
Herath asserted that attracting high-end tourists would require a strategic push towards improving overall service standards, travel experience, and an innovative line of product offerings.
Noting that the country achieved the third highest tourist arrivals last year with over 2.05 million visitors, he said the industry has set an ambitious target to attract 3 million travellers this year.
The Minister also acknowledged challenges in the industry, where some visitors “misuse their tourist visa” to engage in business activities and overstay.
He pointed to the need of permissible business opportunities via quality partnerships and joint ventures to mitigate illegal activities, while simultaneously drawing investment and fostering economic growth.
Such initiatives could generate local employment, encourage cultural exchanges, and ensure that tourism’s benefits extend beyond urban hubs to rural communities.
