SL eyes sustainable and niche tourism

• SLTDA says there is “tremendous potential” for sustainable tourism
• Points out SL’s own journey has shown how tourism can be a force for positive change, bridging divides and fostering understanding between communities
• “Tourism is everyone’s business and calls for collective effort” - Former SLTDA DG Dr. Vanigasekraka

By Nishel Fernando

Sri Lanka’s tourism sector is poised for transformation as it seeks to balance the preservation of the country’s authenticity with the exploration of sustainable tourism and niche markets, such as culinary tourism, according to a
senior official.

The Sri Lanka Tourism Development Authority (SLTDA) highlighted the “tremendous potential” for sustainable tourism, emphasising the importance of conserving the nation’s natural and cultural assets.

“We are also excited about the opportunities emerging in new niches like culinary and gastronomic tourism, where our unique flavors and traditional recipes can take center stage on the global map,” said SLTDA Deputy Director General Upali Rathnayake, underlining the need to showcase Sri Lanka’s rich culinary heritage.

He shared these views while addressing the World Tourism Day event in Colombo yesterday.

The World Tourism Day event, typically observed on September 27, was postponed this year due to presidential election and subsequent changes in administration. The SLTDA shared it received special approval from the United Nations World Tourism Organization to hold the celebrations later.

Rathnayake underscored the relevance of this year’s theme, ‘Tourism and Peace,’ particularly in light of Sri Lanka’s historical context. He noted that tourism has the potential to serve as a catalyst for positive change and reconciliation in post-conflict societies.

“Sri Lanka’s own journey has shown how tourism can be a force for positive change, bridging divides and fostering understanding between communities. It’s a sector that not only generates revenue but promotes reconciliation and mutual respect,” he told a fully packed audience.

World Tourism Day highlights tourism’s role in fostering cultural exchange, driving economic growth, and promoting sustainable development worldwide. Rathnayake reaffirmed the sector’s critical importance to Sri Lanka’s economy, which supports thousands of livelihoods.

“Tourism has always been a pillar of our economy, offering livelihoods to thousands and bringing our nation’s stories to the world,” he added. Dheera Hettiarachchi, the newly appointed Chairman of the Sri Lanka Institute of Tourism and Hotel Management (SLITHM) and the Sri Lanka Convention Bureau (SLCB), emphasised the new government’s tourism policy. He outlined a five-dimensional framework aimed at enhancing stakeholder involvement in the planning and implementation of tourism initiatives. The framework focuses on visionary leadership, strategic governance, sustainable resource use, human capital development, and innovative product development and marketing.

Meanwhile, Dr. Vipula Vanigasekara, former Director General of SLTDA, highlighted the interconnectedness of tourism and peace. He urged for collective efforts in the tourism industry to elevate the sector while fostering lasting peace and reconciliation in Sri Lanka.

“Tourism is everyone’s business and calls for collective effort,” he said. “With that, the tourism industry can boost to the next level, continuing to promote lasting peace and prosperity for all Sri Lankans who deserve to call this country the much sought-after destination in Asia within the foreseeable future,” he said, delivering the key
note address.