As Sri Lanka rides a wave of post-pandemic recovery, its tourism sector is setting ambitious targets. Travel Weekly sat down with Mr Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Promotion Bureau, to talk about the country’s growth trajectory, eco-tourism credentials, infrastructure investment, and how Australia fits into the bigger picture.
Q: Mr. Chairman, what tourism trends do you expect in Sri Lanka in 2026?
A: “2025 is going to be a historic year for Sri Lanka tourism. We’re expecting to hit around 2.6 million tourist arrivals — our highest ever — which is roughly a 30 per cent year-on-year growth.
We believe that momentum will carry into 2026. Our target is to generate around US$5.5 billion in revenue. Beyond just volume, we’re working to expand into new source markets to smooth out seasonality. Traditionally, we’ve had quieter months beyond May through to September. We’re now actively pursuing strategies to reduce those off-season dips.”
Q: How important is the Australian and New Zealand market in this growth?
A: “Australia has been performing extremely well for us. This year alone we’ve welcomed about 79,000 Australian visitors. We anticipate that number could grow by another 30,000 in the near term.
Australia currently accounts for around 12–13 per cent of our total arrivals, and we’re seeing demand expand beyond Sydney and Melbourne to places like Brisbane. This is still a relatively new market for us, but one with huge potential.”
Q: And looking further ahead, do you see this growth continuing beyond 2026?
A: “Yes. We expect sustained growth over the next five to six years, with the potential to reach 5 million arrivals by 2030.
To support that, we’re expanding infrastructure — including a new terminal at Bandaranaike International Airport — which will add capacity for an additional 10 million passengers. That gives us the foundation to scale tourism sustainably.”
Q: Eco-tourism is gaining global attention. How is Sri Lanka positioning itself in this space?
A: “We’ve made significant progress. Sri Lanka has been recognised internationally for its sustainability efforts, including certification by Global Sustainable Tourism Council and awards at World Travel Market London.
More than 150 properties are now certified for their sustainability practices. We’re also working toward Blue Flag certification for many of our beaches.
The industry is investing heavily in renewable energy, replanting programs and environmental training. This aligns with the growing demand we see from younger travellers who prioritise eco-conscious experiences.”
Q: What new tourism experiences will Sri Lanka be known for in 2026?
A: “One of the biggest developments will be opening up some of our untouched eastern beaches. These are pristine, white-sand stretches that rival — or surpass — many popular destinations.
We’re also enhancing access to our wildlife parks and diving circuits, and we see real growth potential in wellness tourism. Our indigenous medicine traditions are unique — different from India’s Ayurveda — and are deeply tied to our culture. Along with meditation and spiritual tourism, these offerings create truly transformative travel experiences.”
Q: How is Sri Lanka upgrading its tourism infrastructure to support these ambitions?
A: “Colombo is undergoing a major transformation with new luxury hotels, entertainment venues, and even South Asia’s largest casino. Road networks have been expanded, and domestic aviation frequencies have increased, cutting travel times from eight hours down to around 45 minutes for some routes.
These developments make it easier for travellers to explore beyond the main hubs and experience more of the country.”
Q: Community-based tourism is increasingly valued by travellers. How are local communities being involved?
A: “It’s a central pillar of our strategy. Around 25 per cent of tourism experiences in Sri Lanka are community-based. Village tours, homestays and locally managed experiences give visitors authentic cultural immersion while ensuring communities directly benefit from tourism growth.”
Q: What role do digital and virtual tools play in your tourism strategy?
A: “We’re embracing digitalisation on several fronts. QR and wallet-enabled payments are becoming standard across many tourism businesses.
We also work closely with influencers and content creators, particularly in Europe, to showcase experiences virtually. There are initiatives around virtual diving, heritage site tours and AI-driven engagement. These tools help us reach travellers long before they set foot in Sri Lanka.”
Q: How has Sri Lanka’s tourism sector recovered from recent challenges?
A: “Since the new government took office in September, political stability has returned. That’s been a critical factor in restoring investor confidence.
Our investment packages are now very attractive, especially for projects in the north and east of the country. We’re seeing renewed interest from foreign investors, which will further strengthen the industry.”
Q: How are you promoting Sri Lanka’s cultural heritage to attract more visitors?
A: “Our cultural heritage is one of our greatest assets. Sites like Galle Fort and the central cultural triangle – with its ancient Buddhist temples and monuments – remain major draws.
But we’re also putting a spotlight on intangible heritage: meditation, indigenous medicine, spiritual practices and the peaceful lifestyle Sri Lanka embodies. It’s not just about monuments; it’s about living culture.”
Q: Finally, how do you ensure year-round tourism given Sri Lanka’s diverse climates?
A: “Our geography is our strength. If it’s raining in one region, it’s often sunny in another just a few hours away.
By improving accessibility – particularly to the east coast – and diversifying products, we can offer year-round experiences. That’s how we’ll smooth out seasonal fluctuations and keep arrivals strong throughout the year.”
