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

• Aitken Spence Travels Managing Director Nalin Jayasundera warns organic growth is not enough; stresses strong, consistent global campaign highlighting year-round destination to reach 5 m arrivals and $ 10 b revenue by 2030
• Hilton Colombo Residences General Manager Karim Schadlou highlights German visitors value safety, care, and genuine hospitality, with many repeat visitors 
• AHK Sri Lanka Project Manager Sabrina Kolb says Sri Lanka feels safe, welcoming and open, though German travellers must adapt to slower transport and different rhythms
• Siddhalepa Ayurveda Chairman and Managing Director Asoka Hettigoda spotlights wellness as niche Sri Lanka could uniquely own on the global stage

By Charumini de Silva 

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. 

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. 

He also highlighted how Sri Lanka has lost its competitive edge in key markets. “In 1982, Sri Lanka welcomed 472,000 tourists, of which 87,000 were Germans—21% of the market. By 2024, with 2 million tourists, Germany contributed just 6%. We’ve lost ground. Germany alone has 84 million people; in 2024, 56 million travelled abroad. Yet Sri Lanka’s visibility remains low. Competing destinations like Thailand and Vietnam are doing far better. In fact, Thailand has welcomed over a million German visitors already, while Sri Lanka has merely crossed 100,000,” he noted.

To boost arrivals during summer months, he proposed several measures, “If 60% of arrivals come within six months that leaves 40% for the rest of the year. To balance this, accessibility is key. Tourism development must extend to the East Coast, but this requires infrastructure and transport solutions. Without them, we will struggle to attract year-round visitors,” he cautioned.

Jayasundera proposed improved connectivity to the East, subsidised air connectivity and access to national parks, seasonal visa-free entry during summer season, and stronger coordination among agencies. “Only when all agencies row in the same direction will we reach the five-million target,” he stressed, adding that “Pasikudah and Nilaveli can be our Bali” if supported by a cohesive strategy.

He also pointed to changing global tourism trends, saying Sri Lanka cannot rely solely on its traditional offerings. “Mass tourism and beaches remain the core, with 80% still preferring classical tours combining the cultural circuit and beach stays. But authentic experiences, community-based tourism, eco-tourism, Ayurveda are growing in demand, especially among younger travellers,” he said.

Jayasundera asserted that high-end tourism, including wellness retreats and long-stay visitors, as well as MICE (meetings, incentives, conferences, and exhibitions), represent untapped opportunities, but require infrastructure upgrades. 

Despite backpackers remaining an important segment, he emphasised the need to attract mid to high-end markets to maximise earnings. “We are sitting on a goldmine, but not converting it properly,” Jayasundera warned.

Hilton Colombo Residences General Manager Karim Schadlou underscored that for German visitors in particular, perceptions of safety and warmth matter as much as infrastructure or marketing. “For Germans, safety is the first priority, especially for first-time travellers. They also value care, friendliness, and warmth. Sri Lankans are known for their smiles and kindness, and this genuine hospitality leaves a lasting impression. Many Germans return year after year, some even settle here,” he said.

He was optimistic about the country’s direction: “I don’t see any threats in this country at all. Sri Lanka is peaceful, and I wish the new Government all the best. From my perspective, they are heading in the right direction. Of course, Sri Lanka depends on the global economy and, like every country, faces bureaucratic challenges. But I see no threats for investors, no threats for locals, and certainly none for foreigners here.”

Adding a traveller’s perspective, AHK Sri Lanka Project Manager Sabrina Kolb, shared her own experience as a female solo traveller. 

She outlined the importance of adjusting expectations; “Transport isn’t always straightforward, and things may take longer than expected. But you also need spontaneity. For Germans, who are used to efficiency, it’s about adjusting your mindset: relax, be patient, and enjoy the slower rhythm.”

Kolb said what stood out was Sri Lanka’s openness and safety. “When I first came, I was worried by negative international news about crises here. But my experience has been the opposite: I feel safe, even safer than in some European cities. Of course, I miss German bread and cheese,” she quipped.

“But overall, Sri Lanka has exceeded my expectations,” she affirmed.

Siddhalepa Ayurveda Chairman and Managing Director Asoka Hettigoda spotlighted wellness as a niche that Sri Lanka could uniquely own on the global stage. “Sri Lanka’s system of Ayurveda is unique, holistic, and deeply rooted in tradition—different in many ways from India’s. We have over 600 indigenous medicinal plants found only in Sri Lanka, passed down by more than 15,000 traditional practitioners, some with family traditions going back 500 years,” he explained. “Combined with fresh local produce, yoga, meditation, and natural therapies, Sri Lanka offers a holistic wellness experience unmatched elsewhere.”