🇱🇰 Tourism Risks Missing Sustainable Goldmine: Experts Urge Strategy Over Fragmented Leadership 📈

An expert panel warns Sri Lanka risks losing a historic chance to lead in sustainable tourism due to fragmented leadership, weak governance, and a lack of coherent national strategy. • Policy & Leadership: Policies change too often, lacking consistency and data-based planning. Experts urge the adoption of a science-driven approach and a CEO model for the State tourism authority, moving away from changing chairmen/agendas. • Market Awareness: A global survey indicates only 4% of the world is aware of Sri Lanka as a destination. • High-Value Focus: Shift target from mass numbers to high-value sustainable tourists (spending \$250-\$400/night, staying twice as long). The global sustainable market is growing fast. • Capacity Warning: SL is currently unprepared and lacks the infrastructure (airports, environmental safeguards) to handle the ambitious 4 million tourist target. Realistic and sustainable targets are essential. • Economic Multiplier: Tourism currently contributes ~12% to GDP, and every \$1 spent by a tourist generates a significant \$2.5 multiplier effect locally. • Opportunity: The country has the potential to become the Costa Rica of South Asia, but requires a unified national brand built on sustainability and coordinated action.