Sri Lanka’s Tourism Minister, Vijitha Herath, revealed plans to target the high-end market in 2025, focusing on enhancing the quality of tourism offerings to attract affluent travellers.
Speaking at the inauguration of a new ayurvedic resort in Bentara, Herath highlighted the importance of balancing both the quantity and quality of tourist arrivals.
“Tourism is not only an industry, but also a reflection of our history, culture, and heritage,” he emphasized, noting that wellness tourism, particularly ayurvedic treatments, presents a significant opportunity to attract high-end visitors for extended stays.
To draw these visitors, the Minister stressed the need for improved service standards, enhanced travel experiences, and innovative product offerings.
Noting the country’s achievement of over 2.05 million tourist arrivals last year, Herath set an ambitious target of attracting 3 million visitors in 2025.
The Minister also acknowledged industry challenges, including tourists misusing their visas for business activities and overstaying. He emphasized the importance of offering permissible business opportunities through quality partnerships and joint ventures, to mitigate illegal activities and promote economic growth.
Such initiatives could not only generate local employment but also encourage cultural exchanges and extend tourism benefits beyond urban areas to rural communities.