Call for high-value tourism strategy to boost Sri Lanka’s tourist earnings

Sri Lanka’s tourism industry should pivot towards attracting high-spending visitors through a structured national programme, a leading hotel industry official said, highlighting the potential to significantly increase foreign exchange earnings.

Arshed Refai, General Manager of ‘Sun Siyam’ Pasikudah, a hotel run under the Maldivian based luxury hotel chain, stressed the need for a targeted strategy to position Sri Lanka as a premium destination for affluent travelers, particularly from Europe, the Middle East, and Australia. He noted that such tourists often spend more than $1,000 per day, far exceeding the average visitor expenditure.

He emphasised that a co-ordinated effort involving the Sri Lanka Tourism Development Authority (SLTDA), the Tourism Promotion Bureau, and both local and international industry stakeholders in the tourism industry is essential to achieve this shift. A unified approach, he said, would enable the country to maximise returns from tourism rather than relying solely on increasing arrival numbers.

Industry analysts note that Sri Lanka possesses strong potential to develop high-value tourism, given its diverse offerings. The island’s luxury boutique hotels, private villas, and eco-resorts have gained increasing recognition among upscale travelers seeking exclusive and sustainable experiences.

Sri Lanka’s unique blend of natural and cultural attractions, ranging from pristine beaches and wildlife safaris to UNESCO World Heritage sites such as Sigiriya and the ancient city of Anuradhapura, provides a strong foundation for premium tourism, wellness tourism, including Ayurveda retreats and holistic experiences, continues to attract high-end visitors seeking health and relaxation.

Experts say improving infrastructure, enhancing service standards, and investing in destination branding will be critical to tapping into this segment. Tailored experiences such as curated wildlife tours, luxury train journeys, and personalised cultural excursions could further strengthen Sri Lanka’s appeal.

Refai noted that focusing on quality over quantity would allow Sri Lanka to increase tourism revenue multiple times over current levels, while also ensuring sustainability and reduced pressure on resources. With global  travel trends increasingly favouring meaningful and high-quality experiences, industry stakeholders believe Sri Lanka is well-positioned to reposition itself as a leading luxury destination in the region, provided a clear and consistent strategy is implemented.

Source : Daily News