Australia hails Sri Lanka’s tourism shift to unlock informed-decision making opportunities

• Australian High Commissioner Matthew Duckworth says new airport exit survey marks breakthrough moment for smarter investments, inclusive growth, and global competitiveness

By Charumini de Silva

Australian High Commissioner to  Sri Lanka Matthew Duckworth

Sri Lanka’s tourism sector received strong backing from Australia with High Commissioner Matthew Duckworth calling the launch of the new 12-month airport exit survey a “celebration of progress, partnership and potential” that will reshape how the country markets and manages its tourism industry.

Speaking at the presentation of findings from the SLTDA–MDF survey recently, Duckworth said the data unlocks a new era of informed decision-making just as global travel patterns shift and competition intensifies. 

The High Commissioner said the sector responsible for roughly 8% of GDP, over 200,000 jobs and a leading source of foreign exchange must adopt the same data-driven discipline used worldwide to remain relevant and profitable.

He praised the “remarkable variety” of Sri Lanka’s tourism offerings showcased during the event and stressed that the country’s ability to understand the impact of these diverse experiences is central to extracting their full economic value. “This event shines a spotlight on Sri Lanka’s tourism sector and demonstrates the critical importance of evidence-based decision-making,” he said.

Duckworth noted that modern tourism success hinges on sustainability, digital innovation and inclusive growth; principles that Australia and Sri Lanka are jointly pursuing. 

“These models ensure that tourism benefits, not just the industry but communities, small businesses and the wider economy,” he added.

The High Commissioner underscored Australia’s long-standing commitment to Sri Lanka’s tourism development, noting that more than $ 50 million has been invested over the past decade to strengthen the sector.

This support spans tourism policy work, strategic planning, marketing, environmental sustainability and specialised training, particularly for first-time entrants to the industry. 

Duckworth highlighted Australia’s Skills for Inclusive Growth Program, a $ 26 million initiative aimed at creating jobs and expanding opportunities for marginalised groups in hospitality and tourism, whilst strengthening provincial planning systems.

“These efforts have already generated hundreds of thousands of dollars in additional tourism revenue, up skilled hundreds of workers and catalysed private investments that exceed Australia’s contribution,” he explained.

Duckworth paid special tribute to the MDF, with which Australia has partnered since 2015 to drive sustainable tourism and improve industry resilience.

MDF’s contributions include developing Sri Lanka’s first carbon calculator, promoting renewable energy adoption, supporting climate-resilient business strategies and advancing research capabilities within the SLTDA.

He said one of MDF’s most important achievements is its support in conducting the landmark 12-month airport exit survey covering insights from over 16,000 travellers, which will help Sri Lanka establish its first Tourism Satellite Accounts, the global standard for measuring tourism’s total economic and social footprint.

Reinforcing the message shared by SLTDA Chairman Buddhika Hewawasam and Tourism Deputy Minister Prof. Ruwan Ranasinghe earlier in the day, the High Commissioner said reliable data is essential for identifying new markets, diversifying products, improving service standards and strengthening repeat visitation.

“These findings offer an in-depth look at the travel drivers and patterns shaping Sri Lanka’s tourism landscape. Data helps guide smarter policies, better investments and stronger long-term sector growth,” he said.

He also welcomed the encouraging statistic that more than half of surveyed tourists plan to return to Sri Lanka, noting that such sentiment signalled strong potential for sustained growth if the country invests wisely in branding, product diversification and service improvements.

He added that Australia intends to remain a committed partner in Sri Lanka’s tourism journey. Following discussions with the Tourism Minister, he announced Australia will explore further support focused on effective tourism promotion and stronger environmental protection standards, two areas the Sri Lankan Government has identified as top priorities.

“Australia has been proud to stand with Sri Lanka throughout this process. We will continue to stand with Sri Lanka into the future,” the High Commissioner said.