Tuesday Oct 14, 2025
Tuesday Oct 14, 2025
Wednesday, 8 October 2025 00:00 - - {{hitsCtrl.values.hits}}
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| SLTPB Chairman Buddhika Hewawasam |
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| Tourism advocate/entrepreneur Yasas Hewage |
Sri Lanka’s tourism leaders last week called for a shift from traditional destination promotion to innovative product development, as the industry unveiled the ‘Ruhunu Ring,’ a landmark private-sector-led tourism circuit designed to transform the country’s southern travel experience and raise per-tourist earnings.
Speaking at the International Tourism Leaders’ Summit 2025, Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam stressed the need for a new era of “productive tourism development” that enhances engagement, diversification, and income generation across the value chain.
“If we are thinking about the future of tourism in Sri Lanka, we must focus on three key aspects; connectivity and access, investment diversification, and new product development. The ‘Ruhunu Ring’ represents the first such productive tourism initiative, designed to increase visitor interaction and generate higher spending by linking cultural, heritage, and experiential attractions,” Hewawasam said.
He noted that heritage destinations such as Sigiriya, Anuradhapura, and Polonnaruwa have historically generated significant revenue through the Cultural Triangle, but Sri Lanka now needs modern experiences that blend nature, heritage, as well as community engagement, to compete globally.
The ‘Ruhunu Ring,’ a 300-kilometre circuit spanning the Deep South, connects a mosaic of attractions from wildlife parks like Yala and Udawalawe to coastal hubs such as Mirissa and Arugam Bay and cultural landmarks like Kataragama. “It is the first of several proposed thematic tourism zones under a broader national strategy to position Sri Lanka as a high-value experiential destination,” Hewawasam added.
Tourism advocate and entrepreneur Yasas Hewage, who helped conceptualise the initiative, urged the industry to “reimagine” the country’s offerings beyond the well-trodden Cultural Triangle.
“The elephant in the room is that our per-day tourist spend remains around $ 171. To double or quadruple that, we need fresh, curated products that go beyond the traditional,” Hewage said. “The ‘Ruhunu Ring’ connects micro-brands, regional identities, and diverse landscapes from coastal trails to misty highlands, giving travellers a continuous, immersive journey rather than isolated experiences,” he added.
Hewage described the ‘Ruhunu Ring’ as a “curated circuit” that integrates wildlife, adventure, wellness, sports, and culinary experiences, encouraging visitors to explore lesser-known destinations and stay longer within local communities.
The summit also hosted a high-level discussion on “Tourism Innovation and Connectivity for the Future of Sri Lanka’s Tourism,’ where industry experts underscored the urgent need for improved air connectivity, strategic investments, and integrated marketing to support new tourism products.
