German-Sri Lanka tourism dialogue calls for urgent action to unlock growth

THE Delegation of German Industry and Commerce in Sri Lanka (AHK Sri Lanka) yesterday hosted the Sri Lankan-German Tourism Conference 2025 under the German Federal Ministry for Economic Affairs and Energy's (BMWi) Market Entry Program.

- CHARUMINI DE SILVA

The forum brought together German and Sri Lankan industry leaders, Government officials, and tourism professionals to discuss how Sri Lanka can better position itself for German travellers. It also focused on encouraging partnerships and promoting sustainable and innovative tourism development.

"Germany remains one of Sri Lanka's most important tourism source markets, and this conference underscores the potential for collaboration in making Sri Lanka an even stronger destination for German travellers," said AHK Sri Lanka Chief Delegate Martin Klose.

During the first panel discussion titled "What German Travellers Expect and How Sri Lanka Can Deliver", the panellists stressed that while the country has unmatched natural beauty, culture and hospitality, they also highlighted the risks of losing ground to regional competitors unless bold marketing, infrastructure and policy measures are urgently implemented.

Aitken Spence Travels Ltd. Managing Director Nalin Jayasundera warned that organic growth alone will not help the country achieve its ambitious targets.

"Tourism has been identified as a priority industry, but statements aren't enough; we need to do justice to those statements with real campaigns. Our authorities are happy when there's organic growth. But to reach 5 million arrivals by 2030 and $10 billion in revenue, a consistent global marketing campaign is critical," he said.

One of the key messages from him was the need to reposition Sri Lanka as a year-round destination. "Marketing must also position Sri Lanka as a year-round destination, not seasonal. Beaches, culture, and wildlife are always available-so why limit tourism to a few months? Campaigns need to emphasise this continuity," Jayasundera added.

Noting that Sri Lanka already has the necessary infrastructure, hotels, and attractions in place, Jayasundera said the missing piece is-strong, and a consistent marketing strategy in place.