Wednesday Nov 26, 2025
Wednesday Nov 26, 2025
Wednesday, 26 November 2025 00:34 - - {{hitsCtrl.values.hits}}
THASL President-elect Asoka Hettigoda
Sri Lanka Tourism Hotels Association (THASL) President-elect 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.
“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.
He warned that despite a visible rebound in tourist arrivals, the country is still failing to convert visitor numbers into meaningful revenue, an imbalance he said must be corrected urgently to achieve its full economic potential.
Hettigoda said tourism has once again emerged as a central pillar of national economic recovery.
“The industry has recorded consistent month-on-month revenue growth in 2025, and major international donors now regard tourism as Sri Lanka’s ‘low-hanging fruit’ capable of delivering rapid economic gains with the right policies in place. However, the latest Central Bank data reveals a troubling mismatch between arrivals and earnings,” he said.
He noted that although October tourist arrivals grew by 21.5% year-on-year (YoY), corresponding earnings increased by just 0.3% YoY. “Year-to-date, tourism revenue is 4.9% higher than 2024, but still 33% below the peak year of 2018. In October 2018 Sri Lanka earned $ 287 million from tourism, $ 101 million more than in October this year,” he underscored a widening gap that cannot be ignored.
Despite these concerns, Hettigoda said emerging destinations such as Hiriketiya, Mirissa, Arugam Bay, the Deep South and Jaffna are showing strong promise as travellers increasingly look beyond traditional hotspots. “This trend highlights the vast untapped potential across the island and the opportunity for Sri Lanka to attract millions more visitors throughout the year,” he said.
Outlining THASL’s strategic agenda, Hettigoda announced a series of initiatives aimed at strengthening industry coordination, talent development, investment and global visibility. A key proposal is the creation of a Joint Tourism Stakeholder Forum, a unified advisory platform comprising THASL, SLAITO, ASMET, airlines and other sector bodies to collectively engage the Government on policy reforms and growth opportunities. THASL also plans to launch an annual Tourism Awards to recognise excellence across the industry.
On human capital, he said THASL will work through its regional associations to introduce a standardised hotel operations curriculum covering housekeeping, F&B and front-office skills. Welcoming the Government’s recent decision to allow women to work night shifts, he said the move will support workforce diversity and help address labour shortages.
Hettigoda also announced that THASL will host an Annual Tourism Investment Conference, modelled on leading regional forums, to attract global expertise and new capital into the sector. The association also intends to expand its digital marketing programs across major source markets and enhance its partnerships with international agencies to build stronger global reach.
As part of its institutional strengthening, THASL is upgrading its website to feature a comprehensive job portal, sustainability updates, member achievements, investment opportunities and improved industry data, creating what he described as a “central digital hub” for tourism stakeholders.
Hettigoda said Sri Lanka has a historic opportunity to reshape its tourism industry over the next five years, provided the public and private sectors work in genuine partnership. “With the right focus, the sector can not only exceed revenue targets; but also redefine Sri Lanka’s global identity as a modern, sustainable, high-value destination.”
