Sri Lanka must forge its own path in global tourism rather than attempting to compete with high-volume travel destinations such as Thailand and Malaysia, the head of the country’s tourism authorities said on Thursday, as the island nation prepares to host its flagship travel fair next month.
“It is not fair to compare Sri Lanka with famous tourist destinations. Those countries are among the top ten places in the world for tourist arrivals, and Sri Lanka has a very different tourism industry,” said Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam.
He made these comments while speaking at a press conference ahead of the 12th ‘Sancharaka Udawa’ tourism fair, scheduled to take place on 23 – 24 May in Colombo.
The two-day event is expected to bring together travel operators, hoteliers, and government officials to chart the future of Sri Lanka’s post-crisis tourism sector.
Positioning Sri Lanka as a small island with a unique offering, Hewawasam emphasised that the country’s growth strategy must prioritise sustainability over volume.
“When we promote tourism, we also need to think about how many tourists our country can handle at one time,” he said.
“We want to increase tourist numbers from three million to about eight million in the next five years, but we must do it carefully and sustainably.”
Sri Lanka’s tourism industry, a key pillar of its economy, has been recovering gradually after being hit by a series of setbacks, including the 2019 Easter Sunday bombings, the Covid pandemic, and the 2022 economic crisis. Tourist arrivals climbed to nearly 1.5 million in 2023, according to government data, up from under 200,000 during the pandemic years, but still well below regional peers.
While outlining long-term targets, Hewawasam cautioned against a narrow focus on affluent travellers.
“If we target only high-end tourists, small businesses and local people who depend on budget and mid-range travellers will miss out. We need a mix of tourists — from backpackers to luxury visitors — so that tourism money benefits everyone.”=
He also warned that an over-reliance on luxury tourism could hurt domestic industries.
The SLTDA chief stressed that if the country depends too much on luxury tourism, a lot of money will leave the country because many luxury services use imported goods, which will not favour the local economy.
Reflecting on Sri Lanka’s past tourism strategy during its civil war, Hewawasam acknowledged the country’s earlier positioning as a budget destination.
According to him, at that time, it was necessary to offer lower prices to attract tourists. However, the scenario has changed recently.
“It’s time to refresh our image and find a new position in the tourism market,” he stressed.
Hewawasam said Sri Lanka will need to balance its ambitions for growth with protecting its natural and cultural heritage while also ensuring that tourism dollars are widely distributed.
“Our goal should be to attract different types of tourists and make sure tourism income reaches as many people as possible while protecting our beautiful nature and culture,” he added.
