South Asia calls for united tourism front as Colombo hosts SATA 2025

• SATA Vice President Suraj Khan calls on South Asia to unite to position itself as world’s finest travel region via collaboration, shared ideas
• SLTDA Chairman Buddhika Hewawasam revises Sri Lanka’s 2025 tourist arrival forecast down from 3 m to 2.6 m; still described as a historic high
• Visit Maldives Corporation Chairman Abdulla Ghiyas urges partnership over rivalry; proposes regional visas and joint marketing to harness Asia’s demographic and economic weight
• Industry panels highlight shift towards regenerative tourism, data-driven guest experiences, strategies to address labour shortages, collective regional marketing, harmonised policy

Colombo once again became the focal point of regional tourism dialogue last Friday, as the ‘Connect & Conversations’ forum of the South Asian Travel Awards (SATA) 2025 returned to the city after six years. The forum, held at Cinnamon Grand Colombo, saw tourism leaders and policymakers from across the region call for a united South Asian approach to position the region as one of the world’s premier travel destinations.

SATA Vice President Suraj Khan underscored the forum’s collaborative spirit. “Collectively in South Asia, on this platform, we can exchange a lot of ideas. This is about how we can collaborate and make our industry and hospitality stand on a global level. The goal is to make South Asia actually the finest travel region in the world,” he said.

Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam used the occasion to announce a revision of Sri Lanka’s tourist arrival forecast for 2025, lowering it from 3 million to a more realistic 2.6 million. 

Despite the adjustment, he described the target as a “historical high” that would mark strong recovery and growth in the sector. 

Hewawasam stressed that regional partnerships could play a critical role in achieving sustainable growth, citing Sri Lanka’s complementary relationship with the Maldives as a model. “We see a future built on partnership, not just competition,” he remarked.

This sentiment was strongly reinforced by Visit Maldives Corporation Chairman Abdulla Ghiyas, who highlighted both the economic and cultural bonds between the two island nations. 

Noting that the Maldives ranks among Sri Lanka’s top 10 source markets, he urged a shift from rivalry to collaboration, suggesting initiatives such as regional visas and joint marketing campaigns. 

“We must stop seeing each other as competitors and instead act as partners, sharing best practices and even case studies that can benefit us all,” Ghiyas said, stressing that Asia’s demographic and economic weight offered South Asia a unique opportunity to emerge as a global tourism leader.

The forum also featured high-level panel discussions on the future of hospitality and collective regional tourism strategies. 

Hoteliers and industry experts from Bhutan, Nepal, Sri Lanka, and the Maldives debated how best to balance technology and personal service, with data-driven customisation identified as key to both guest satisfaction and revenue growth.

The panellists, comprising Hotel & Restaurant Association of Bhutan (HRAB) President Ugyen Tenzin, Mandarina Colombo and Marine Bay Colombo Group General Manager Dinesh Hettiarachchi, Hulhule Island Hotel Maldives Hotel Manager Hawwa Fareesha, Hotel Association Nepal Board Manager Tek Mahat Bahadur, and Cinnamon Grand Colombo General Manager Nazoomi Azhar, highlighted a transition from sustainability to “regenerative tourism,” which goes beyond minimising harm to actively improving ecosystems and local communities.

Another key theme was the challenge of developing and retaining skilled labour. The panellists urged stronger industry-academia partnerships and better career pathways to build a resilient tourism workforce.

The second panel, featuring Visit Maldives Corporation Managing Director Shiuree Ibrahim, Sri Lanka Association of Inbound Tour Operators (SLAITO) President Nalin Jayasundera, The Hotels Association of Sri Lanka (THASL) CEO Amal Goonetilleke, Nepal Tourism Board Retired Senior Director Nandini Lahe-Thapa, and Voyages Kerala and Confederation of Accredited Tours Operators President Sanjeev Kumar focused on forging collective regional initiatives. 

The speakers stressed the importance of collaboration in marketing, policy frameworks, and product innovation to present South Asia as a seamless travel experience.

The day also included presentations on tourism-related insurance and technology solutions, alongside recognition of the SATA’s hospitality partners for their contributions.

The program also included insightful presentations from Allied Insurance Company of the Maldives Chief Underwriting Officer Iuliana Rusei and FI-ES Systems CEO Ikram Hassan.

The most anticipated SATA Gala ceremony was held on Saturday (20), marking the start of one of the region’s most anticipated celebrations of tourism and hospitality.

The ninth edition of the SATA 2025 concluded with calls for unity echoing throughout the sessions. Industry leaders left Colombo with a shared message: South Asia’s future in global tourism depends on solidarity, innovation, and a collective voice on the world stage.