In a bold move to redefine Sri Lanka’s tourism industry, President Ranil Wickremesinghe has set an ambitious target of attracting 7.5 million tourists in the coming years, far surpassing the current goal of 5 million. Emphasizing the need for innovative thinking and industry-wide collaboration, the President’s vision focuses on sustainable growth, increased foreign exchange, and elevating Sri Lanka’s status as a global tourist destination.
A Strategic Focus on Tourism
Addressing the nation’s economic challenges, President Wickremesinghe identified tourism as a “low-hanging fruit” that could be fully leveraged to boost foreign exchange earnings and achieve a positive balance of trade. “When I took over the government, I realized that sustainability alone is not sufficient. How are we going to earn foreign exchange? How are we going to have a positive balance of trade? And one of the low-hanging fruits was tourism. Let’s promote tourism fully,” the President declared, underscoring the sector’s potential as a key driver of economic growth.
Learning from Global Competitors
Drawing comparisons with other countries like Vietnam, which has quickly become a major player in the global T- market, President Wickremesinghe challenged Sri Lanka to elevate its standing. He stressed the importance of expanding the number of tourists to 2.5 million in the upcoming year and continuing to build on this momentum. “Why do they have more tourists despite being in the industry for a shorter period?” he asked, highlighting the need to embrace competition and innovate beyond traditional approaches.
Enhancing the Tourism Product
Central to the President’s strategy is the enhancement and diversification of Sri Lanka’s tourism offerings. He urged the industry to specialize and tap into the country’s unique potential, referencing the early roots of tourism during the Anuradhapura period. “Look at our food. From one area to another. Have you utilized it? Let’s do that. We have to be special in many ways,” he remarked, encouraging a nuanced approach to promotion that highlights Sri Lanka’s rich cultural heritage.
The President also proposed the diversification and improvement of Sri Lankan cuisine, advocating for a fusion of local and international flavors to cater to a broad spectrum of tastes. He emphasized the importance of providing a comprehensive experience that includes not just accommodation but also cuisine, culture, and entertainment.
Revitalizing Infrastructure
A key aspect of President Wickremesinghe’s address was the development of tourism infrastructure beyond traditional attractions. He outlined plans to transform Colombo into an entertainment hub, providing diverse activities to keep visitors engaged. “What do we do there? Very little. You go to a museum, it’s a short run. You go to Gangaramaya Temple. You look at the Independence Square and back. So what are we planning? It should be an area of entertainment or music or food,” he explained, revealing plans to develop the area around Independence Square into a vibrant entertainment district.
Further showcasing the government’s commitment to utilizing available resources for the President disclosed plans to convert the historic Bogambara prison in Kandy into a hotel and hotel school. He called on industry stakeholders to contribute ideas and support to bring these transformative initiatives to life.
Setting New Standards
Addressing the issue of minimum rates in the T sector, President Wickremesinghe advocated for a shift towards higher rates, emphasizing the need for a quality product that justifies the cost. He urged the industry to move beyond conventional constraints and adopt a new mindset to achieve the ambitious target of 5 million tourists. “In this new era, we need new thinking. We can’t get there with the old mindset. Just forget it and put it aside. Think of the new people who will come. Then we can achieve our five million,” he asserted.
