Sri Lanka Tourism: the good, the bad and the inexplicable
To overdo is far less the risk than the risk of under-doing things.
It’s been a “could have”, “should have” or maybe a “would have”…kind of start to 2025.
Sri Lanka’s status as a “must visit” destination has been on the ascendance in the past two years. It’s no surprise that the tropical island was ranked No.1 as the most family-friendly country in the world as reported in the Conde Nast traveller.
Sigiriya a UNESCO World Heritage Site famed for its iconic 590-foot-tall rock fortress and described as an “architectural brilliance of ancient Sri Lanka” was crowned the world’s most welcoming city for 2025 by Booking.com.
Furthermore, amongst 163 nations considered in the Global Terrorism Index (GTI) 2025, the island has been rated one of the countries with the lowest terror threats in the world. With a GTI score of zero, Sri Lanka shares the lowest spot on the index with 63 other countries, having dropped 64 spots in the index within a year, thereby significantly lowering the risk of terror threats within the nation.
Recently, Sri Lanka, along with Thailand, Dubai and Georgia has emerged as one of the most sought-after international destinations for travellers in Oman this Eid season, according to Travel and Tour World (TTW).
The country is one of the favourite places to visit for multi-gen trips in 2025. It is home to some incredible wildlife, from vast national parks, pristine beaches that offer surfing to whale watching and mist-laden tea plantations to boasting an amazing history. Delicious food, an excellent shopping scene, conveniently compact size, and geographical location all contribute to making Sri Lanka an unbeatable choice ...
All good news… and augurs well for the country.
But all is not well as it seems when we boast about Sri Lanka as one of the best tourist destinations in the world.
For instance, Sri Lanka is ranked 76th out of 119 countries in the Travel & Tourism Development Index 2024 report, published by the World Economic Forum. Whilst it has higher scores for price competitiveness and the socioeconomic impact of tourism in the 17 indicators, Sri Lanka’s score is extremely poor in the areas of cultural resources, non-leisure resources as well as in tourist services and infrastructure.
Tourist services and infrastructure measures the availability and productivity of tourism-related facilities which directly impact the quality of the tourism experience. Infrastructure is the foundation of tourism competitiveness. This includes clean public restrooms, efficient waste management systems, and professionally-run information centers, as well as the level of investment in such facilities. Not surprisingly, Sri Lanka scored poorly in these areas, because these are issues that constantly cry out for urgent improvement in the public domain. Begs the question posed by a Sri Lankan writer; “How much do we invest towards continually improving infrastructure of internationally accepted standards, when charging exorbitant entrance fees from the foreign tourists?” Not much I guess!
The low score for public transport services and safety environment requires or involves little or no mental effort. A ride in our overloaded F1-style driven buses can be the wildest adventure of a possibly cut-short lifetime. Acting with near impunity, anti- Uber or Pickme tuk tuk drivers continue to harass and create unpleasant experiences to tourists, which make it unsafe for them to travel in tourist hot spots.
Sri Lankans are renowned for their smiles. Unfortunately, that smile is on the wane and there is a noticeable shift in the warmth of the locals. Some elements of the island’s tourist industry have commercialized its way of hospitality. Hospitality in hotels, restaurants, cafes and in retail malls in most of the big cities is very transactional -oriented. In general, visitors are perceived more as customers who are likely to bring in money - not as guests to be greeted with hospitality. In contrast, those in the remote areas are genuinely hospitable, welcoming visitors openly, even inviting guests to share meals without expecting any reward. In the end, whether Sri Lanka can return to its former charm may depend on how well it can navigate the changing dynamics between tourism, local culture, and respect for both.
Economy stands centre stage for hospitality industry with differing outlooks.
Something everyone seemed to agree on, though, is that the uncertainty and inevitable effects of the current administration’s delayed actions feel all too familiar. Can it afford to merely rest on rave reviews and praise by delaying any customized global marketing campaign? It simply cannot – not especially in the light of recent black swan events.
While tourism will undoubtedly remain crucial for Sri Lanka’s economic growth and people's livelihood, policymakers must look beyond simple arrival numbers. Developing a sustainable model that integrates economic benefits with community needs, improves income distribution and preserves the country's heritage is not for the faint at heart.
Tourist Boards or DMOs (Destination Marketing Organizations) are responsible for the marketing of their designated areas; they strive to stimulate travelers’ interest in the country or city through varied promotion strategies. Tourist boards speak on behalf of the community (including all stakeholders who have invested in the industry), and act as its ambassadors, publicizing it to potential visitors from all over. To successfully draw in tourists, it is important to emphasize the advantages of a particular destination. This holds true especially when several destinations are competing for the same travelers. Has Sri Lanka’s tourism board fulfilled that obligation in full?
Should the authorities continue to focus on quantity by pushing for ever-higher visitor numbers - or on quality by ensuring sustainable tourism that respects local communities and infrastructure? Elevating experiences to drive returns requires Sri Lanka to be promoted and positioned as a premium tourism experience – not necessarily a luxury one! Premium means enabling the visitor to appreciate and understand the island’s tourism experience. Hence price, position and market must all be aligned to that value proposition. A haphazard and laissez-faire approach will simply not work.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Customer Service Trainer and Ex-Hotelier
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