First-ever certificate course in inbound travel and tourism kicks off

Colombo Academy of Hospitality Management (CAHM) Chairman Errol Weerasinghe (third from left) and Jetwing Travels Chairman/Managing Director Shiromal Cooray exchange the MoU of Joint Certification course in Inbound Travel and Tourism at the CAHM (SLIIT Campus Malabe). Others from left: Colombo Academy of Hospitality Management Executive Director Nivran Weerakoon, Colombo Academy of Hospitality Management Managing Director Anuk Weerasinghe, Jetwing Symphony/Lighthouse Hotel Chairman Hiran Cooray and Jetwing Travels Executive Director Raju Arasaratnam – Pic by Ruwan Walpola

• Joint initiative by Jetwing Travels and Colombo Academy of Hospitality Management 

By Uma Chandrasiri

Jetwing Travels launched their very first and extensive certificate course in inbound travel and tourism, developed in partnership with the Colombo Academy of Hospitality Management (CAHM) which is affiliated with the prestigious Australian William Anglis Institute. 

This programme is expected to initiate a broader shift in the way in which Sri Lanka’s tourism industry approaches talent development, the placing of a greater emphasis on operational relevance, industry exposure and forward-thinking capabilities in the backdrop of increasingly fluid global travel expectations.

“Toursim has always been one of Sri Lanka’s greatest natural advantages but one which should not be deemed permanent” said Jetwing Symphony PLC Chairman Hiran Cooray at the official inauguration held on the 7 May at the Colombo Academy of Hospitality Management, Malabe. “Industries remain competitive only when they continue to invest in knowledge, capabilities and standards. Through this program, we aim to build a stronger foundation for the industry itself rather than merely a platform for training.”

Structured as a four-week program running through early June, the certificate course amalgamates Jetwing Travels Associates and CAHM students in a collaborative learning environment that combines academic grounding with direct industry insight. Participants are expected to broaden their knowledge on key areas that are shaping the future of tourism, Eco Wildlife and Adventure Tourism, Meetings, Incentives, Conferences and Exhibitions (MICE), Events, Experiential Travel, Sustainability, and Digital Marketing.

The program will bring together experienced professionals actively involved in destination management, hospitality operations and international travel trade relations to educate and facilitate the participants exposure to the practical realities of a fluid tourism industry. The inclusion of Digital Marketing into the curriculum reflects a wider transformation taking place across global tourism, where visibility, positioning and consumer engagement steadfastly continue to influence travel decisions. The program also addresses a vital and timely need in introducing a focus on sustainability amidst a notable industry shift towards responsible, ethical and long-term value creation. Designed as an annual event, this program also introduces a structured and merit-based selection process, evaluating participants on communication, analytical thinking, professionalism, and long-term career development potential.

“The future of tourism will not be defined solely by destinations but by the caliber of the people representing them,” said Jetwing Travels Chairman and Managing Director, Shiromal Cooray. “As the industry evolves, we have a responsibility to usher in an era of professionals who are globally aware, operationally capable and prepared to meet rising expectations. This initiative reflects a long-term investment in the future of Sri Lankan tourism.”

A fundamental stipulation in tourism is that experience remains the core  product. Recently however, expertise has started to make its mark as a defining quality and with this initiative, Jetwing Travels shows a clear intent on strengthening both.