Sri Lanka recognises 100 tourism SMEs for leading way in sustainability

• Tourism Deputy Minister Prof. Ruwan Ranasinghe stresses tourism’s role in supporting communities, preserving heritage
• Unveils plan for sustainability monitoring framework and sustainability education in schools and vocational clubs 
• UNDP Resident Representative Azusa Kubota highlights SMEs as drivers of sustainable tourism and tools for social equity and climate action
• Points to low women participation in the tourism industry 
• SLTDA Chairman Buddhika Hewawasam says certification is part of broader push to reposition Sri Lanka as sustainable tourism leader

By Charumini de Silva 

In a landmark celebration of the country’s journey toward a greener and more inclusive tourism sector, 100 small and medium-sized enterprises (SMEs) yesterday were honoured under the National Sustainable Tourism Certification Scheme (NSTCS). 

The event was jointly organised by the Sri Lanka Tourism Development Authority (SLTDA) and the United Nations Development Program (UNDP) in Sri Lanka, marking a significant milestone in promoting environmental, social and economic sustainability within one of the country’s most vital industries.

The NSTCS is aligned with the globally recognised standards of the Global Sustainable Tourism Council (GSTC) and has rapidly expanded in recent years to integrate sustainability practices into the heart of Sri Lanka’s tourism sector that employs thousands and contributes over 50% of the country’s GDP.

Since 2018, UNDP’s Biodiversity Finance Initiative (BIOFIN), globally supported by the Governments of Germany, France, the UK, Switzerland and the European Union, has worked with SLTDA to roll out the NSTCS for accommodation providers, destinations, and now SMEs. In 2023, the program expanded to help local SMEs meet sustainable standards and unlock new market opportunities, with special attention to women entrepreneurs.

Speaking at the ceremony, Tourism Deputy Minister Prof. Ruwan Ranasinghe highlighted that the tourism industry’s value goes far beyond its economic returns. “Everyone is interested in tourism in Sri Lanka, and rightfully for good reasons. But for me the reason is simple, because tourism supports our communities, protects our environment and promotes Sri Lanka’s story to the world,” he said.

Noting that the economic importance of the industry is undeniable, he said cultural, social and environmental sustainability dimensions matter as just much.

The Deputy Minister also shared the Government’s vision to build a sustainability monitoring framework. “This will not only track industry progress, but also help reimagine tourism as a force for good; one that honours local culture, preserves the environment, and empowers livelihoods,” he disclosed.

Prof. Ranasinghe acknowledged that despite the tourism industry’s potential, it still faces challenges particularly in accessibility, marketing and infrastructure in less developed areas. “We have an inclusive approach, bringing together public and private partners to equip local communities with the knowledge and tools they need to embrace sustainability,” he explained.

Prof. Ranasinghe also announced a new initiative to integrate sustainability education into school programs and vocational clubs, which was launched yesterday. “We believe in preparing the next generation to carry this vision forward and starting awareness early will be beneficial,” he added.

The Deputy Minister expressed his gratitude to Sri Lanka’s global partners, including the UNDP and diplomatic missions from the UK, New Zealand, Germany, France, Switzerland and the EU. He noted that their continued support is ‘invaluable’ in building a tourism economy that is inclusive, resilient and sustainable.

UNDP Resident Representative Azusa Kubota lauded the SMEs for embracing sustainability, whilst reflecting on the UNDP’s ongoing partnership with Sri Lanka.

“Since 2018, we have supported SLTDA through BIOFIN to establish and expand this certification scheme. I remember vividly launching the Sustainable Tourism Unit in 2023 as it was my very first week here. Today, we see that investment bearing fruit,” she fondly recalled.

Kubota stressed the importance of SMEs, which represent 70% of Sri Lanka’s tourism-related businesses. “Tourism can be a catalyst for post-crisis recovery and for bridging social inequalities. These enterprises—handicrafts, cafes and homestays are where sustainability takes root,” she added.

She also outlined the urgency to act on climate and biodiversity, reminding Sri Lanka’s sustainable tourism ambitions to its Nationally Determined Contributions (NDCs) under the Paris Agreement. “Sri Lanka’s updated NDC includes a decarbonisation roadmap for tourism through electric vehicles, renewable energy and digital solutions,” she noted.

She also reiterated gender equity as a key priority of the UNDP, pointing to the low women participation in the tourism industry which makes up only 5%. However, Kubota noted that they have increased female participation under this program from 27 to 58. “We are confident that this number will increase further,” she stressed. 

SLTDA Chairman Buddhika Hewawasam stated that the certification process was not merely symbolic, but part of a broader strategy to reposition Sri Lanka as a leading sustainable tourism destination.

“This event marks an important step forward for Sri Lanka’s tourism industry; one that must now adapt to the changing demands of our global environment, economy and society,” he added. 

Stating that many of the certified are women-led enterprises, he pointed out that this a sign of real progress in ensuring that the benefits of tourism are felt across all segments of society.

Hewawasam also acknowledged the valuable support of Sri Lanka’s international partners and emphasised the importance of aligning national goals with global frameworks like the Convention on Biological Diversity and the SDGs.

- Pix by Sameera Wijesinghe