Sri Lanka Tourism targets 4 m visitors, $ 8.5 b revenue by 2030 under new strategy

SLITHM and SLCB Chairman Dheera Hettiarachchi 

– Pic by Lasantha Kumara 

• SLITHM and SLCB Chairman Dheera Hettiarachchi outlines new leadership’s vision 
• Aims to increase daily tourist spending from $ 169 to $ 250 and double sector’s workforce by 2030
• Emphasises importance of uniqueness and authenticity over high-end and volume targets
• Insists on addressing overcrowding at tourism hotspots to preserve natural and cultural heritage
• Calls for innovation in tourism through R&D, consistent and long-term destination marketing strategy
• Highlights Sri Lanka’s potential to develop MICE tourism market

By Charumini de Silva

The newly appointed leadership of Sri Lanka Tourism has set ambitious targets to boost the industry, aiming to attract 4 million tourists and generate $ 8.5 billion in revenue over the next five years. 

Speaking at the World Tourism Day 2024 celebration event held at the Cinnamon Grand yesterday, Sri Lanka Institute of Tourism and Hotel Management (SLITHM) and the Sri Lanka Convention Bureau (SLCB) Chairman Dheera Hettiarachchi outlined the new vision, a strategic shift from the previous regime’s focus in sheer visitor numbers, to increase the quality of the tourism experience while strengthening the sector’s long-term sustainability.

This was also the first public address by the new leadership since assuming office. Outlining the administration’s new vision which includes increasing the daily spending by tourists from the present $ 169 to $ 250 by 2030, while also doubling the human capital involved in the sector, reflecting broader focus on both quality and employment within the industry.

This marks a significant departure from the previous regime’s strategy, which had set a target of five million visitors by 2030 and emphasised attracting high-end tourists, aiming to generate $ 4,000 per visitor and encouraging half of these tourists to spend over $ 500 per day. 

The current approach, Hettiarachchi explained, places greater emphasis on uniqueness and authenticity rather than focusing solely on volumes or high-end travellers.

“Our new national tourism policy is based on five key pillars – visionary leadership and strategic governance, sustainable utilisation of natural and cultural heritage, human capital development, innovative tourism products and strategic destination marketing,” he said.

These pillars, Hettiarachchi said were formulated with input from both local and international experts, underscoring the administration’s commitment to building a globally competitive and sustainable tourism sector.

He also highlighted the overcrowding at key tourist destinations, such as Sigiriya and Yala, as an issue that needs to be addressed in the interest of sustainability. “If we aim to drive tourism growth, it is critical that we preserve these assets for future generations.” he said, noting that it aligns with the administration’s broader focus on managing the carrying capacity of the country’s natural and cultural heritage sites. 

To better carter to the growing demand for authentic and unique experiences, Hettiarachchi called for innovation within the sector, whilst urging the local universities with tourism-related degrees to contribute through research and development (R&D0, an area he said has been largely neglected for the past 58 years.

“Globetrotters today are well informed and increasingly seek authentic experiences. Our ability to meet those expectations will determine our success as a destination.” he said.

Beyond, traditional leisure tourism, Hettiarachchi also pointed to the substantial potential for Sri Lanka to develop as a MICE destination.