Promoting tourism for society’s benefit
Sri Lanka must align the increasing number of tourist arrivals with its infrastructure capacity. A shift toward attracting high-value tourists can maximise revenue while minimising pressure on local resources.
Although infrastructure development remains a priority, mitigating the environmental and social impacts of tourism—such as ecological degradation and rising living costs—requires proactive regulation and accountability from both tourists and hosts. A strategic shift is needed from informal accommodations toward registered, star-rated establishments, with support mechanisms to help local entrepreneurs upgrade their offerings.
The rising number of visitors from Russia, Israel, Ukraine, and China has introduced new challenges. Some individuals reportedly use foreign credit card readers to divert funds offshore or operate businesses in foreign currencies, bypassing Sri Lanka’s tax systems. These practices deprive the local economy of fair returns and foster unregulated activity.
A stronger regulatory framework is required—one that enforces visa rules, sets revenue and quality benchmarks, and promotes Sri Lanka as a sustainable, reputation-driven destination. The government must also crack down on foreign nationals operating businesses without valid visas, ensuring clarity in visa categories and consistent oversight.
Tourism Development Strategies
Sri Lanka should diversify its tourism portfolio to reduce pressure on over-visited locations such as Sigiriya and Arugam Bay. Coordination between central and local authorities is key to unlocking the potential of lesser-known attractions.
Marketing should target diverse tourist segments, highlighting Sri Lanka’s heritage, biodiversity, cuisine, and growing infrastructure to appeal to high-end travellers, eco-tourists, climbers, film crews, and adventure seekers. Emerging areas like medical, culinary, and experiential tourism offer further growth opportunities.
High-impact initiatives—such as curated short excursions for transit passengers—can generate quick returns. The goal should be a shift from high-volume to high-value tourism: fewer, wealthier visitors yield better returns with less strain on resources.
Revitalising SriLankan Airlines through a strategic international partnership can boost global connectivity. Investments in airport infrastructure, real-time coordination between airlines and transport providers, and increased immigration staffing (until e-gates become standard) will enhance the visitor experience.
Unlocking Urban Tourism Potential
Urban tourism in Sri Lanka remains underdeveloped. Inspired by global models like Singapore, mayors should champion their cities through improved public services, job creation, and trust-building with citizens.
Decentralised governance, community cooperatives, and inclusive planning can foster grassroots participation, provided they are free from corruption. Transparent, evidence-based planning and merit-based appointments are critical.
Data-driven strategies should go beyond visitor numbers, incorporating feedback and complaint tracking to guide service improvements.
With strategic investment, Sri Lanka can attract luxury resorts, entertainment hubs, and theme parks. Provincial councils must lead in showcasing regional diversity—from mountains and rivers to food and festivals.
Dedicated provincial tourism institutions can enhance accountability, while international partnerships and strict quality standards will reinforce global credibility. Regional task forces can unlock tourism assets—for example, transforming the Jaffna Islands into luxury getaways or rebranding Mattala Airport as a marine logistics hub.
Ensuring Fairness
Visitors deserve ethical and transparent treatment, just as Sri Lankans do when travelling abroad. National policies must address exploitative practices, such as excessive commissions. Ethical certifications, transparency measures, and loyalty incentives can drive a more equitable tourism model.
Current tourism revenue—primarily from embarkation and park entry fees—can be modestly expanded without deterring visitors. Basic improvements such as clean restrooms, quality cafés, and safe roads significantly boost visitor satisfaction.
To position Sri Lanka as a safe, fair destination, the country must also address lingering justice issues, including historic cases of violence and crime.
Role of Government in Tourism Development
Long-term success requires a proactive, coordinated government approach across regulation, development, and sustainability. Key focus areas include:
- Empowering Human Capital
- Building a skilled workforce
- Improving service quality
- Promoting gender equity
- Expanding vocational training and “work-and-learn” programmes
- Introducing tourism education in schools
- Strengthening national vocational qualifications
- Deploying a trained, multilingual, tech-enabled tourism police force
- Improving language training across the sector
- Offering work visas to visitors who volunteer as language instructors Policy and Institutional Development
- Digitise and streamline licensing processes
- Develop a national tourism crisis response plan
- Create a disaster relief fund for tourism workers
- Formulate a comprehensive national tourism policy
- Use digital systems for planning, monitoring, and competitiveness
- Prioritise high-revenue, low-impact tourism
- Upgrade foundational infrastructure (restrooms, cafés, roads) Visa Reform and Monitoring
- Simplify and clarify visa categories
- Eliminate exploitative intermediaries
- Monitor visitor activity to prevent misuse of national resources
- Introduce digital nomad visas for remote workers
- Employ innovative technologies for data-driven visitor management Enhancing the Visitor Experience
- Offer free, clean rest stops and restrooms
- Enable secure online bookings for public transport
- Eliminate ticket reselling and increase rail capacity on key routes
- Regulate ride-hailing services with quality standards
- Implement robust feedback systems to drive improvements Improving Wildlife and Tour Services
- Prevent reckless safari behaviour through strict online ticketing systems
- Remove unlicensed tour guides to ensure professionalism and safety
- Establish a multilingual tourism police force Promoting Sustainable Regional Investment and Community Inclusivity
- Prioritise key tourism hubs and amenities
- Strengthen provincial council accountability
- Improve regional connectivity
- Offer incentives for eco-friendly luxury hotels
- Reduce the share of informal accommodations from 60 per cent to 45 per cent over five years
- Safeguard natural and cultural assets
- Empower local councils and cooperatives in tourism planning
- Launch a year-round national events calendar
- Encourage regional branding that reflects local strengths Enhancing Quality Assurance and Visitor Support
- Establish a strong quality assurance framework
- Create an independent audit and evaluation task force
- Collect regular feedback and recognise service excellence
- Set up 24/7 multilingual visitor support centres
With strategic investment, sound governance, and a commitment to inclusivity and sustainability, Sri Lanka can become a globally respected, high-value tourism destination, offering enriching experiences to visitors while preserving its heritage and prosperity for future generations.
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