Sri Lanka’s tourism sector is on the brink of a major opportunity, and industry leaders are pushing for a unified approach to drive growth while keeping the country’s unique character intact. At the recent South Asian Tourism Leadership Forum during the Colombo Design Festival, Cinnamon Hotels and Resorts CEO Mikael Svensson and Resplendent Ceylon MD Malik Fernando shared insights on how Sri Lanka could double or even triple its tourist arrivals in the coming years.
Svensson emphasized that Sri Lanka’s diverse offerings are a strength, but they need a more focused marketing strategy. “We have something for everyone, but our real competition is with regional destinations that offer similar experiences. With all we have, it’s about targeted marketing. If we focus on one or two unique elements, the rest will follow. A singular approach will attract the largest crowds,” he said. He added that past tourism campaigns hadn’t left a lasting impact, stressing that both public and private sectors must fully support a focused plan.
Fernando also weighed in, calling the country’s marketing efforts “pathetic” compared to its actual tourism potential. “We have a fantastic product, but the demand isn’t there. Strong marketing and positioning would bring in investment and allow us to set better prices. Right now, we’re accepting too-low rates because of weak demand,” he noted. Fernando believes a well-structured, multi-year plan could change this, creating sustainable tourism growth and improving experiences at iconic sites like Sigiriya and Yala.
Svensson also highlighted the importance of preserving Sri Lanka’s authenticity as tourism grows, cautioning against transforming the country’s rich culture into a touristy version of itself. “The biggest challenge as we grow is keeping our authentic identity. Other places in South Asia have deep culture, heritage, and food, but they sometimes lose that in the rush to cater to tourists. As we aim for higher numbers, we need to hold on to what makes us unique,” he explained, pointing to Vietnam’s rapid growth as an example of what Sri Lanka could achieve.
Both Svensson and Fernando agree that a well-coordinated, strategic plan involving both the private and public sectors can set Sri Lanka on a path to growth without sacrificing its cultural heritage.
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