While Sri Lanka thrives as a daytime destination with its pristine beaches, historical sites, and natural wonders, the same cannot be said for its nocturnal offerings. In the shadows of missed opportunities, Sri Lanka’s night scene remains lacklustre, failing to provide vibrant and engaging experiences for tourists seeking after-hours excitement. The absence of significant nightlife casts a gloomy shadow on the country’s potential to captivate visitors during the twilight hours.
However, according to Sri Lanka Tourism Development Authority (SLTDA) Chairman Priantha Fernando, comprehensive measures are being undertaken to bolster nightlife tourism in the country.
Entertainment zones
When asked about the steps being taken to improve nightlife tourism, Fernando said: “We have been actively working on developing designated entertainment zones and attracting renowned international artists to perform in Sri Lanka. We have received interest from companies in India which are keen to establish entertainment zones and bring in artists from around the world.”
He highlighted the importance of fostering collaborations with neighbouring regions such as India and Singapore in order to gain access to festivals and musical events that would further enhance Sri Lanka’s nightlife.
Recognising the need for diverse and captivating entertainment options, Fernando remarked: “To truly elevate our nightlife tourism, we need to organise a wide range of music festivals and events that showcase artists from all corners of the globe and cater to large audiences. We are actively scouting for suitable locations on the outskirts of Colombo to accommodate these events. While progress has been hampered due to the prevailing circumstances, we remain confident in the growing demand for rich and exciting nightlife experiences.”
In addition to the establishment of entertainment zones, Fernando highlighted the significance of providing romantic and distinctive experiences for visitors.
“We are committed to creating activities that seamlessly blend entertainment with romantic ambiance. While five-star hotels and specialty restaurants in Colombo offer exceptional experiences, we are exploring the development of approximately two hectares of land on the city’s outskirts. This expansion will offer visitors a wider array of unique and enchanting experiences,” he stated.
Furthermore, he shed light on ongoing projects, notably the development of the Protected Geo-Ecological Reserves and Associated Areas complex.
He divulged plans to introduce a captivating sound and light show within the complex, with the aim of attracting visitors to this sustainable tourism destination.
The nee for diverse offerings
Additionally, he emphasised the involvement of local communities, stating: “We are actively exploring initiatives such as home experiences, which would allow local communities to actively participate in the tourism sector. These activities will not only enhance the overall tourism landscape but also stimulate the local economy.”
Addressing the need for diverse offerings beyond traditional tourist hotspots, he underscored: “We are focusing our efforts on areas such as Hambantota and Kandy, where tourists often find limited options for evening entertainment. By creating a wide range of activities, we can encourage tourists to spend more time and money, thereby making a significant contribution to the local economy.”
Furthermore, he highlighted upcoming plans for marine tourism, including introducing dining experiences on yachts, which would provide visitors with unique and memorable experiences.
When asked about the demand for nightlife tourism, Fernando acknowledged its significance, stating: “While the demand for nightlife tourism may represent a smaller segment of overall tourism, it is crucial to cater to the diverse interests of tourists of all ages.
“By offering exciting nightlife options and promoting them effectively, we can create and sustain a strong demand for nightlife tourism in Sri Lanka.”
He stressed the importance of striking a balance between the interests of various stakeholders and ensuring responsible and sustainable development.
Fernando expressed optimism for the future, stating: “Within the next one to one-and-a-half years, we anticipate significant changes in Sri Lanka’s nightlife and entertainment offerings.”
“These developments will not only enhance the tourism sector but also contribute to the overall economic growth of our country, providing tourists with a wide range of vibrant and captivating experiences during their visits to Sri Lanka. We remain committed to creating an enchanting nightlife landscape that truly reflects the rich cultural heritage and vibrant spirit of our nation.”
Absence of nightlife
State Minister of Tourism Diana Gamage recently highlighted the lack of entertainment opportunities within Colombo and other major cities in Sri Lanka, leading both locals and foreigners to seek entertainment options abroad. The absence of nightclubs, food festivals, and musical shows leaves tourists with limited activities to engage in after 10 p.m.
Gamage emphasised the need to create more opportunities for tourists to spend money within the country, since at present they mainly spent on tickets and accommodations without many avenues to further contribute to the local economy.
To address this issue, Gamage proposed various programmes to enhance entertainment options in major cities such as Colombo. These include gem exhibitions, street food festivals, and musical and cultural shows. Gamage also expressed the need to reconsider limitations on the sale of liquor, as these restrictions were often irrelevant to tourists.
She highlighted that such limitations even led financially capable locals to travel to destinations such as Dubai, Malaysia, Singapore, Thailand, and the Maldives, where they spent more money due to greater entertainment options.
Furthermore, she touched upon the issue of commercial sex workers in the country. While acknowledging their presence, she emphasised the importance of including them in entertainment programmes and ensuring their safety and wellbeing.
“As in every other country, there are commercial sex workers in Sri Lanka. Many of them have diseases, as they are not concerned about their health and safety. When they seek treatment in institutions such as hospitals, they face discrimination. Sex workers should also be included in entertainment programmes. I am not saying that brothels should be established eventually, but we can formalise their profession to the fullest extent possible.”
She emphasised the need to find a balance between formalising the profession and maintaining ethical standards, without advocating for the establishment of brothels.
Recognising that the upcoming winter season attracted a significant number of tourists to Sri Lanka, Gamage urged the implementation of these entertainment programmes by December in order to cater to their needs and enhance the overall tourist experience.
Nightlife promotions
The Sri Lanka Association of Inbound Travel Operators (SLAITO) told The Sunday Morning Business that the nightlife aspect was indeed something that needed to be developed, suggesting that casino licences and soft liquor licences be issued in order to boost nightlife.
Meanwhile, former President of The Hotels Association of Sri Lanka (THASL) and Mount Lavinia Hotel Group Chairman Sanath Ukwatte highlighted the importance of consumer-level promotion to rebuild the image of the ‘Sri Lankan’ brand.
He stated: “Due to bankruptcy and other economic issues faced by Sri Lanka dominating headlines globally, the country is currently facing a massive image crisis which needs to be addressed as a priority. In order to achieve this, it is crucial that we engage in promotional activities at the consumer level.”
Ukwatte acknowledged the significance of Business-to-Business (B2B) tourism promotion through tourism fairs and road shows but emphasised on the need for a shift towards consumer-level promotion to restore confidence in Sri Lanka as a desirable tourist destination.
He added: “While Sri Lanka Tourism’s current promotional mix targets both businesses and consumers, consumer promotion lags behind business promotion. The country needs both because, at the end of the day, if the consumer is not convinced, we will face a serious issue.”
He emphasised the need for increased focus on Business-to-Consumer (B2C) tourism promotion to fully leverage this advantage. Ukwatte stated: “While Sri Lanka’s ground-level situation is currently extremely conducive for tourism, increased focus on B2C tourism is pivotal in order to achieve the needed resurgence of the local tourism sector.”
To achieve a comprehensive promotional strategy, Ukwatte emphasised the importance of revamping Sri Lanka’s digital tourism promotion drive, which offered cost-effectiveness and wider reach compared to traditional marketing methods.
He added: “The country needs to ensure that both businesses and consumers are convinced of Sri Lanka’s appeal. By aligning efforts and prioritising consumer-level promotion, we can rebuild the image of the ‘Sri Lankan’ brand and attract more tourists to revive the local tourism sector.”
Meanwhile, the tourism sector shows promising signs of recovery as provisional data from the SLTDA reveals that Sri Lanka has welcomed a total of 61,183 tourists in the first 20 days of June.
This figure represents 70% of the month’s target of 87,521 international visitors. With an average daily arrival rate of 3,059, Sri Lanka is steadily regaining its popularity among global travellers.
According to SLTDA data, India continues to be the leading source of tourists, constituting 28% of the total arrivals, while Russia follows at 9% and the UK at 7%. Notably, China has ascended to become the country’s fifth-largest tourist market.
From 1 January to 20 June, Sri Lanka has seen a cumulative total of 585,669 tourists, signalling positive growth in the sector.
