Experience over price: Rebranding Sri Lanka tourism

SRI LANKA MUST SHIFT FROM PRICE-LED TOURISM TO EXPERIENCE-DRIVEN STORYTELLING, REPOSITIONING THE ISLAND AS A PREMIUM, AUTHENTIC DESTINATION THAT VALUES CREATIVITY OVER COST.

- By Fazal Hameed

Sri Lanka's tourism industry stands at a crossroads. Despite its natural beauty and cultural richness, the country continues to market itself on affordability rather than authenticity. Industry expert Fazal Hameed argues that the path to a premium brand lies in storytelling, experiences, and emotional connection. From mountain trails to village kitchens, Sri Lanka's true value, he says, is found in experiences—not discounts.

Sri Lanka, an island of rare beauty, culture, and warmth, continues to attract global travellers. Yet, for decades, we have sold ourselves short by marketing the country and its hotels on price rather than experience.

Instead of celebrating our depth of culture, landscapes, and hospitality, we've drawn tourists through “value-for-money” offers. This may have driven arrivals, but it also kept our average room rates (ARR) low and our brand undervalued.

To truly reposition Sri Lanka as a premium destination, we must stop competing on cost and start competing on creativity, authenticity, and experience.

Sri Lanka’s magic extends far beyond its well-known tourist triangle of Colombo, Galle, and Kandy. Across the island, boutique hotels, eco-lodges, and villas offer distinct experiences that could easily command premium pricing if properly marketed.

Hotels around Yala, Wilpattu, Udawalawe, and Minneriya deliver authentic wildlife encounters, dawn safaris, nature walks, river cruises, and nights under the stars that global travellers cherish.