Sri Lanka digital industry challenged by weak branding, market access

Saturday, 11 October 2025 00:59 -     - {{hitsCtrl.values.hits}}

  • Doerscircle COO Yasas Abeywickrama spotlights digital economy strategy 
  • Says country yet to meet past digital export targets despite steady growth
  • Industry lacks visibility, skills volume, and policy support
  • Urges stronger branding and global links
Doerscircle COO and Sarvodaya Fusion Board Member Yasas Vishuddhi Abeywickrama 

- Pic by Ruwan Walpola


Sri Lanka’s digital economy will not achieve its full potential unless the country rethinks its export strategy and global positioning, Doerscircle COO and Sarvodaya Fusion Board Member Yasas Vishuddhi Abeywickrama told the CA Sri Lanka National Conference this week. 

Speaking on the theme ‘Harmonising Global Business: From Local Strengths to Global Markets,’ Abeywickrama said Sri Lanka’s digital exports have grown from $ 300 million in 2010 to nearly $ 2 billion in 2025, but the country continues to miss its targets. 

“We set a goal of $ 5 billion by 2022 in 2016, then $ 3 billion by 2025, and now again $ 5 billion by 2030. The question is not to criticise that we didn’t achieve it, but to ask why,” he said.

He said the Government’s current digital policy aims to achieve $ 5 billion in digital exports, digitise public services, build a $ 15 billion digital economy, and create 200,000 digital professionals by 2030. 

“The professionals will come automatically if we grow exports, services and the digital economy. The real question is how to get there,” he said.

Abeywickrama noted that Sri Lanka remains largely unknown as a global destination for digital services. 

“If companies in the US, UK or Australia want a cost-effective outsourcing destination, Sri Lanka doesn’t even come into the top 20. They think of India, Thailand, or the UAE. We are known for tourism, not for digital,” he said.

He said Sri Lanka’s main problems are limited market access, skills shortages, and weak branding. 

“Companies that want to hire 2,000 accounting or IT professionals in a year can’t find that volume here. We have quality, but not the numbers,” he said.

He said Sri Lanka must also shift from being a services-based outsourcing destination to creating its own digital products and platforms. 

“When you create a good product, it has its own momentum. It travels globally. You don’t have to market the destination as much,” he said, pointing to India’s Zoho and Ireland’s tax-friendly model as examples of countries that built digital success through policy and innovation.

Abeywickrama said the Government also missed opportunities such as introducing a digital nomad visa to attract freelancers and global tech entrepreneurs. 

“It was discussed in 2019, but five years later, we still don’t have it. These are small policy changes that make a big difference,” he said.

He also criticised the country’s outdated tech branding. 

“The ‘Island of Ingenuity’ brand was launched in 2016. It hasn’t evolved and doesn’t stand for the high-end tech services we now offer. It’s time to revisit branding and reposition Sri Lanka as a tech hub for this region,” he said.

Abeywickrama said policymakers and business leaders must connect education to industry needs, engage Sri Lankan expats to bring work into the country, and build partnerships with global hubs such as India, the UAE, and Singapore. 

“This is a 22-million population market. To grow, we must connect with others. We have quality. What we need now is visibility, strategy and access,” he said.

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