Sri Lanka’s luxury tourism potential shines at inaugural South Asian Tourism Leadership Forum
Daily FT: Sri Lanka’s tourism potential was spotlighted at the first ever South Asian Tourism Leadership Forum of Sri Lanka Design Festival 2024 last week
Titled “Designing Experiences: Enhancing Sri Lanka’s Luxury Travel Offer”, the forum focused on Sri Lanka’s potential to secure its place on the map through a unique blend of authenticity and high-end offerings as global luxury travel evolved toward curated experiences over mere opulence.
Global industry experts discussed how bespoke hospitality, and immersive cultural experiences could position the island nation as a South Asia’s premier luxury destination.
Panellists including seasoned leaders and brand visionaries explored strategies to cater to niche markets, drawing design thinking to refine offerings that resonate deeply with travellers. Industry veterans, Steven Enderby and Rakhil Hirdaramani Co-Chaired the forum steering conversations on reimaging Sri Lanka’s appeal.
At the opening of the forum, AOD and SLDF Founder Linda Speldewinde shared her vision for how design thinking can elevate Sri Lanka’s tourism industry.
“We began with uplifting industries like apparel, and this year we are extending that focus to tourism. The South Asian Tourism Leadership Forum marks our first step,” she said, underscoring the forum’s goal of reimagining Sri Lanka as a destination defined by experiences rather than solely by accommodation.
With India as 2024/25 destination partner for SLDF, Speldewinde highlighted the support from a high-powered Indian delegation, stressing the collaborative approach to enhancing the region’s tourism appeal. She envisions Sri Lanka as an “incredible island with amazing experiences” – a place that first captivates with its culture and natural beauty before one even chooses where to stay. “I love my island nation,” she said.
Speldewinde shared passionately about her dream for Sri Lanka, an ideal where infrastructure and hospitality needs to be thoughtfully crafted around immersive experiences that celebrate the island’s unique character.
Indian High Commissioner to Sri Lanka Santosh Jha was the Chief Guest of the forum, where he called for stronger tourism ties between the two countries. “In 2023, around 20% of the total visitors to Sri Lanka were from India,” he said, adding that this figure has room for significant growth as both countries deepen ties and expand connectivity.
The High Commissioner opined robust infrastructure, digital integration and targeted promotions could elevate Sri Lanka’s position as a premier destination for Indian travellers, while also enhancing local employment and foreign exchange earnings.
“Opportunity lies in tapping into the strong market of India,” the High Commissioner said, as the country is about to cross one million individuals with over $ 1 million.
Jha expressed confidence in expanding these numbers further, supported by both Governmental and private sector efforts to enhance infrastructure and connectivity.
In a compelling presentation, The Future Laboratory Co-Founder Chris Sanderson laid out a plan that holds potential for Sri Lanka’s tourism industry. He shared insights on shifting trends in luxury tourism and how destinations can cater to today’s traveller’s aspirations for deeper, purpose-driven experiences.
As Sri Lanka seeks to strengthen its position in the global tourism map, Sanderson’s ideas offer a fresh perspective on how the country can enhance its appeal, particularly in the high-end segment.
Sanderson emphasised that modern luxury is increasingly about experiences rather than possessions. Today’s travellers, particularly affluent ones, prefer to invest in meaningful, memorable moments over material goods. For Sri Lanka this trend signals a need to focus on creating transformative experiences that go beyond typical beach and historical site tours.
OSL take:
Sri Lanka’s tourism industry is on a steady growth path and has become a key revenue generator for the country. Local authorities are also focused on attracting more high-spending tourists to Sri Lanka to meet the revenue targets set for the industry. The growth in the tourism industry has resulted in the expansion of business/investment opportunities, especially in the leisure and hospitality sectors to meet the increasing demand. The focus on high-end luxury tourism has also opened up opportunities in the development of infrastructure and supplementary infrastructure facilities required by the industry to meet the increasing demand. The growing business potential in Sri Lanka’s tourism industry is evident by the interest shown by leading international leisure and hospitality brands to enter the Sri Lankan market. Given the growth and business potential in Sri Lanka’s tourism industry, foreign businesses/investors could confidently explore the expanding opportunities in the industry while looking at the possibility of forming partnerships with local businesses as well.
Article Code : | VBS/AT/20241022/Z_4 |