THASL calls for proper positioning campaign for SL tourism on World Tourism Day

THASL President  M. Shanthikumar

The Hotels Association of Sri Lanka (THASL) in a message to mark World Tourism Day today has called upon all concerned authorities to carry out a positioning campaign to attract high profile discerning travellers to achieve the target revenues and increased Government earning set out by President Anura Kumara Disanayake.

THASL President M. Shanthikumar in a message on behalf of the membership said on World Tourism Day, extended his congratulations to all stakeholders involved in the nation’s thriving tourism industry. In his message, Shanthikumar highlighted the significant role that the accommodation sector plays in Sri Lanka’s tourism landscape, underscoring its position as the largest investor and highest revenue earner, employing over 70% of the industry workforce.

The THASL President expressed pride in the resilience and commitment shown by the sector, particularly over the past five years. “This period of growth, coming after the devastating impact of a three-decade-long civil conflict, has truly showcased the strength and determination of Sri Lanka’s hospitality sector,” Shanthikumar said, acknowledging the collective efforts of hoteliers and stakeholders who have contributed to the sector’s recovery.

Over recent years, Sri Lanka has firmly positioned itself as a maturing tourism destination, demonstrating impressive double-digit growth in tourist arrivals. The country’s unique diversity of experiences has propelled it to the forefront of the global tourism map. “Sri Lanka, once primarily known for its Tour Operator and FIT (Foreign Independent Travel) business, has evolved into a sought-after destination for honeymooners, families, adventure seekers, and niche markets like Ayurveda, bird watching, surfing, diving, and destination weddings,” Shanthikumar noted.

Today, Sri Lanka is a destination that caters to a broad spectrum of travellers, from solo adventurers to business tourists and large group events. This evolution, according to Shanthikumar, represents the complete range of travel business in any country.

The hotel sector, both companies and individuals, has continued to demonstrate unwavering confidence in tourism despite the challenges faced in recent years. The country now boasts a wide variety of accommodation options, ranging from star-class hotels and luxury resorts to boutique villas and heritage properties, each with its unique architectural charm.

However, the THASL President stressed that for Sri Lanka’s tourism industry to achieve its full potential, a strategic partnership between the Government and private sector is critical. “For the industry’s goals to be met in the coming years, the Government and private sector stakeholders must align their efforts towards a unified strategic direction,” Shanthikumar said. 

He insisted that, without such collaboration, the long-term sustainability of the tourism sector could be at risk.

Shanthikumar also cautioned against focusing solely on increasing tourist arrivals as a growth metric. While increasing the number of arrivals is important, he warned that prioritising quantity over quality could lead to “over-tourism,” which could harm the very foundation of the industry. “Instead of focusing on numbers, we should aim to increase tourism earnings, which requires a coordinated approach,” he added.

Currently, there is growing concern in the industry regarding Sri Lanka’s revised tourism arrival targets. The Sri Lanka Tourism Development Authority (SLTDA) and the Sri Lanka Tourism Promotion Bureau (SLTPB) have adjusted their 2025 tourist arrival projection from 3 million to 2.6 million. Although this represents growth from the previous year, it falls short of the initial forecast for 2025. Despite the increase in arrivals, Shanthikumar noted a worrying trend: “Earnings for the year indicate a year-on-year decline, even as tourist arrivals show double-digit growth.”

This, according to the THASL President, is a clear indicator that Sri Lanka is not yet positioned as a premium tourism destination. “We are attracting more budget-conscious travellers, which is impacting the overall revenue from tourism,” he explained.

In light of these challenges, Shanthikumar called upon the Government and relevant authorities to refocus efforts on positioning Sri Lanka as a high-end tourism destination. “On this World Tourism Day, the Hotels Association of Sri Lanka urges the authorities to launch a strategic campaign targeting discerning, high-profile travellers. This is crucial for achieving the revenue targets set by the President of Sri Lanka and for boosting Government earnings from the tourism sector,” he stated.