The Government of Sri Lanka has announced a new leadership team for its key tourism institutions, appointing Mr. Buddhika Hewawasam as Chairman of the Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau (SLTPB). Mr. Dheera Hettiarachchi has been named Chairman of the Sri Lanka Institute of Tourism and Hotel Management (SLITHM) and the Sri Lanka Convention Bureau (SLCB).
These appointments mark a strategic shift in the country’s tourism sector. Mr Hewawasam, an aviation and travel industry expert who serves as Manager for Sri Lanka at the International Air Transport Association (IATA) and a former Director General and CEO of SLITHM, brings vast experience to his new role. Mr Hettiarachchi, an expert in tourism management and former SLITHM Cluster Head for Travel and Tourism, will lead the development of tourism education and conferences.
Their combined expertise is expected to inject fresh perspectives into the industry, helping to develop Sri Lanka’s tourism infrastructure and enhance its global image.
Aiming for Growth Amid Challenges
Despite challenges posed by the COVID-19 pandemic, the economic crisis of 2020-2021, and the 2019 Easter Sunday attacks, Sri Lanka’s tourism industry is recovering steadily. In 2024, the country welcomed nearly 1.5 million tourists between January and September, up from 1.02 million during the same period in 2023. Tourism earnings have also surged, generating $2.34 billion, a 61.2% increase from the previous year.
However, hurdles remain. A newly introduced visa system initially deterred potential visitors, but the government quickly reinstated the more accessible Electronic Travel Authorization (ETA), restoring optimism for further growth.
Ambitious Targets for 2024
Sri Lanka’s tourism authorities have set ambitious goals for the year to attract over 2.3 million visitors and generate more than $4 billion in revenue by the end of 2024. With the peak winter tourist season approaching, industry leaders such as The Hotels Association of Sri Lanka (THASL) and the Sri Lanka Association of Inbound Tour Operators (SLAITO) are calling for increased global promotional efforts to boost arrivals.
Strategic Focus on Indian Travelers
Under the new leadership, Sri Lanka’s tourism sector is placing a strong emphasis on the Indian market, its largest source of inbound tourists. In collaboration with the Sri Lanka Convention Bureau (SLCB) and Sri Lankan Airlines, a series of marketing campaigns have been launched in major Indian cities to attract Indian travellers. These efforts highlight Sri Lanka’s scenic landscapes, cultural heritage, and diverse tourism offerings.
Given the strong cultural ties and excellent air connectivity between the two nations, Sri Lanka remains an attractive destination for Indian travellers seeking leisure and business opportunities. As the island nation works towards full recovery, Indian tourists are expected to play a key role in driving growth and boosting Sri Lanka’s tourism economy.
With new leadership, targeted marketing efforts, and strategic partnerships, Sri Lanka is poised to redefine its position as a top destination in the region, leveraging its unique appeal and strong connections to key markets like India.
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