The newly appointed leadership of Sri Lanka Tourism has set ambitious goals to attract 4 million visitors and generate $8.5 billion in revenue by 2030. These targets were revealed at the World Tourism Day 2024 event held at Cinnamon Grand, where Sri Lanka Institute of Tourism and Hotel Management (SLITHM) and Sri Lanka Convention Bureau (SLCB) Chairman Dheera Hettiarachchi shared the sector’s new strategic direction.
Unlike the previous administration’s focus on sheer numbers and high-end tourists, the new strategy prioritizes enhancing the quality of the tourism experience while ensuring sustainability. The plan aims to increase daily tourist spending from $169 to $250 by 2030 and double the workforce in the tourism sector, focusing on both quality service and job creation.
The new vision includes five key pillars: visionary leadership and governance, sustainable use of natural and cultural resources, human capital development, innovative tourism offerings, and strategic destination marketing. These pillars were developed with input from local and international experts, with the goal of creating a globally competitive and sustainable tourism industry.
Addressing issues such as overcrowding at key attractions like Sigiriya and Yala, Hettiarachchi stressed the importance of managing the country’s natural and cultural heritage for future generations. He also called for innovation and research within the sector, urging universities to focus on tourism-related research and development.
Beyond traditional leisure tourism, the strategy also positions Sri Lanka as a potential hub for Meetings, Incentives, Conferences, and Exhibitions (MICE), capitalizing on the country’s growing appeal for international events and conferences.