Youth tourism awareness program in Northern Province

• Call to build new tourism identity for North comes up at event organised by SLITHM in partnership with the ADB

 Tourism is one of Sri Lanka’s most inclusive sectors, creating opportunities for youth and women across the country. The Sri Lanka Institute of Tourism and Hotel Management (SLITHM), in partnership with the Asian Development Bank (ADB), concluded a series of youth tourism awareness programs for young people aged 18–28 in Jaffna, Kilinochchi, and Mannar. 

The closing ceremony was held on 13 November at NorthGate Hotel, Jaffna, with the Governor of the Northern Province, Nagalingam Vethanayahan, attending the event as the Chief Guest.

The program combined classroom learning with hands-on training across key hotel departments, giving participants practical exposure to real career opportunities in the tourism sector. It also included sessions on personal development, sustainability, and employability skills such as CV writing and interview preparation.

Launched in line with the Government’s priority to promote tourism in the Northern and Eastern Provinces, the initiative aimed to raise awareness among young people about opportunities in tourism and hospitality, strengthen their employability, and support the long-term development of the Northern Province as a competitive tourism destination.

Over 220 applications were received, from which 80 participants were selected for a two-day practical training experience conducted at Jetwing Jaffna, FOX Resorts Jaffna, and Palmyrah House Mannar. Participants gained first-hand experience in hotel operations across the front office, housekeeping, food and beverage, and kitchen departments.

A significant highlight of the initiative was the strong participation and enthusiasm of young women across the three districts. Female hospitality professionals from the partner hotels engaged directly with the participants, sharing their career journeys and addressing cultural misconceptions surrounding hospitality careers. Many young women noted that seeing women who have succeeded in the field helped them view tourism as a respected, skilled, and empowering career path.

The 80 participants who completed the program, along with their parents, were invited to the closing event, where certificates of participation were distributed.

To coincide with Lonely Planet’s recent recognition of Jaffna as one of the Best Cities to Visit in 2026, a special panel discussion titled “Rediscovering Northern Sri Lanka: Building a New Tourism Identity” was also organised.

The panel featured SLITHM Chairman Dheera Hettiarachchi; ADB Country Director Takafumi Kadono; Jetwing Hotels Managing Director Dmitri Cooray; and Co-founder of Nandhi Collective Yashodha Sivakumaran. The discussion was moderated by ADB TA Program Coordinator and Consultant Dewni Aluthwatte.

The thought-provoking discussion focused on how the recent international spotlight on Jaffna could be leveraged to promote tourism and establish a distinctive Northern tourism brand. All panellists agreed that the region’s culture, traditions, cuisine, and laid-back lifestyle should be key elements of its identity.

Panelist Sivakumaran noted that the North’s underdevelopment and untouched, raw environment could itself be a unique selling proposition. Responding to a question on youth awareness and reluctance to join the industry, Hettiarachchi shared SLITHM’s plans to expand tourism education and training in the North, while Cooray highlighted Jetwing’s experiences as one of the first hotel groups to invest in the region.

When asked about ADB’s role in supporting long-term tourism development, Kadono emphasised that tourism will increasingly be integrated into ADB’s future mainstream funding portfolio, as the sector cuts across multiple areas of development.

All panellists underscored that sustainable development in the North must be a collaborative process involving both the public and private sectors. One key suggestion that emerged was to establish a special chamber in the North to guide future tourism strategy.

The event also featured an overview of the youth awareness program by ADB Senior Project Officer (Urban Development) Panchali Ellapola followed by a short video presentation highlighting activities from the three districts. Remarks were then delivered by the SLITHM Chairman, the ADB Country Director, the CEO of FOX Resorts, and the Governor of the Northern Province, Nagalingam Vethanayahan, who commended the initiative for empowering young people and opening new avenues for economic participation in the region.

The event concluded with a vote of thanks by ADB Program Manager and Consultant, Srilal Miththapala. A fellowship followed, with the ADB Country Director engaging warmly with the students and their parents.

The program forms part of ADB’s ongoing technical assistance for Sri Lanka’s tourism sector under TA 9881: Supporting Tourism Resilience, which focuses on strengthening workforce skills, improving service quality among homestay operators, promoting untapped tourism segments such as marine tourism, and supporting regional tourism growth through partnerships with Government and private sector stakeholders.