THASL new Chief shows way for $10 b tourism earnings

SRI Lanka Tourism Hotels Association (THASL) Presidentelect Asoka Hettigoda on Monday endorsed the Government's target of $8 billion in tourism earnings by 2030, but said the industry should push even further to achieve its full economic potential.

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"THASL is proposing an ambitious, but attainable goal of $10 billion revenue by 2030. Achieving this will require annual arrivals growth of around 20%, taking Sri Lanka to six million visitors, alongside a 30% increase in per-night spending through a shift toward higher-value, authentic experiences," he outlined at THASL's Annual General Meeting, which also marked the association's 60th anniversary.

He called for a minimum $ 50 million annual investment in global destination marketing starting next year, arguing that Sri Lanka must position itself more aggressively in key markets.

"Beyond beaches, culture, wildlife and tea, the country must elevate niche segments such as surfing, wellness. tourism, yoga and spiritual retreats, architecture tourism, trekking, spicy Sri Lankan health cuisine and genuine community-based experiences," he said. These product categories, he stressed, attract high-end travellers and differentiate Sri Lanka in an increasingly competitive global market. Hettigoda also emphasised that sustainability should be a defining pillar of Sri Lanka's tourism strategy.

He urged the Government to introduce incentives for hotels adopting environmentally responsible practices, adding that Sri Lanka should aspire to be ranked among the world's top five sustainable tourism destinations within five years.