Sri Lanka's tourism strategy: Vision for sustainable growth and global competitiveness

In a candid conversation with the Deputy Minister of Tourism Professor Ruwan Ranasinghe, who is attached to the Ministry of Foreign Affairs, Foreign Employment and Tourism, shared insightful perspectives on Sri Lanka's ambitious plans to improve its tourism sector. His vision is to position Sri Lanka as a premier global destination. As Sri Lanka emerges from challenging years marked by Covid-19 and economic setbacks, the Deputy Minister expressed optimism and gave a clear vision for making Sri Lanka as a top destination once again.

- BY ZANITA CAREEM

Prof. Ranasinghe emphasised that the government was working hard to ensure safety, improve infrastructure and offer seemless travel experiences. "Sri Lanka has always been known for its warm hospitality and now we are making all efforts to offer tourists not just beautiful sights but also exceptional service and safety, sustainability is at the core of our tourism strategy. All efforts are underway to protect eco-tourism, protect wildlife and we are poised to put Sri Lanka on the global tourism landscape.

Q: Could you elaborate on the Sri Lanka Tourist Board's goals and mission for the coming years, particularly in terms of increasing visit numbers?

A: Sri Lanka's Tourism Development Strategy aims to position the country as a globally competitive and sustainable travel destination. The strategy focuses on attracting 4 million tourists annually by 2030, fostering long-term economic growth while ensuring responsible tourism practices.

An essential goal of this initiative is to generate $8.5 billion in revenue, emphasizing high-value tourism experiences that encourage greater visitor spending. Additionally, the strategy seeks to increase the daily tourist expenditure from $169 to $250, ensuring substantial benefits for local businesses and hospitality services.

Diversifying Sri Lanka's tourism offerings is a crucial aspect of this plan. The promotion of eco-tourism, wellness tourism, and MICE (Meetings, Incentives, Conferences, Exhibitions) tourism caters to specialized traveller preferences, enhancing Sri Lanka's global appeal. Strengthening destination branding through long-term international marketing campaigns further supports the nation's competitive positioning.

By integrating sustainability, technological innovation, and stakeholder collaboration, Sri Lanka aims to establish itself as a premier travel hub, balancing economic expansion with environmental and cultural preservation.