📈 THASL Pushes for US$ 10 Bn Tourism Earnings by 2030

• Sri Lanka Tourism Hotels Association (THASL) proposes an ambitious goal of US$ 10 Bn in tourism earnings by 2030, raising the target from the Govt.'s US$ 8 Bn. • Achieving this requires: • Annual arrivals growth of 20% (to 6 Mn visitors). • A 30% increase in per-night spending through a shift to higher-value, authentic experiences. • Strategic Actions Proposed: • Minimum US$ 50 Mn annual investment in global destination marketing starting next year. • Elevate niche segments like surfing, wellness tourism, yoga, and community-based experiences to attract high-end clientele. • Introduce Govt. incentives for hotels adopting sustainable practices, with the aim of being a top-five sustainable destination within five years. • Current Revenue Mismatch: Despite a visible rebound in arrivals, October tourist arrivals grew by 21.5% YoY, but corresponding earnings increased by only 0.3% YoY. • YTD tourism revenue is 4.9% higher than 2024, but remains 33% below the peak year of 2018. • THASL will launch a Joint Stakeholder Forum and an Annual Tourism Investment Conference to coordinate policy and attract new capital.