‘Ruhunu Ring’ unveiled to boost tourist spending and drive regional investment

By Nishel Fernando

Sri Lanka’s tourism industry yesterday unveiled the ‘Ruhunu Ring’, a landmark private sector-led initiative designed to transform the southern tourism landscape by promoting experiential travel and aiming to boost the average daily tourist expenditure.

The novel tourism product was officially launched at the International Tourism Leaders Summit 2025, held at the BMICH in Colombo. The initiative, branded with the tagline “Culturally Wild,” seeks to significantly elevate daily tourism earnings from the current average of US$ 170 - 180 per person.

The 300-kilometre trail connects a remarkable diversity of Sri Lanka’s premier southern attractions. The circuit offers unparalleled wildlife viewing in parks like Yala, world-renowned for its leopard population, and Udawalawe, famous for its large elephant herds. 

It also encompasses the UNESCO World Heritage Sinharaja Rainforest. Along the coast, the ring covers internationally acclaimed surf spots like Arugam Bay, the whale-watching hub of Mirissa, and the historic Galle Dutch Fort, another UNESCO World Heritage site. This blend of nature and coastline is enriched by cultural cornerstones such as the sacred pilgrimage city of Kataragama.

The project aims to create a seamless, immersive experience that encourages tourists to explore beyond traditional locations, thereby increasing their engagement and spending within local communities.

Speaking at the event, Chairman of the Sri Lanka Tourism Development Authority (SLTDA), Buddika Hewawasam, welcomed the initiative as a key shift in product development. 

“Normally, product development concepts are initiated by public organisations. This time, it has been totally engaged and taken forward by the private sector- the hoteliers, the developers, and the people on the ground,” he said. “If we want to increase our daily tourist spend, we need to offer more experiential-oriented tourism. The Ruhunu Ring has all that potential to provide the real, authentic experience tourists are seeking.”

The launch is seen as a strategic move to unlock new investment opportunities in the region by highlighting untapped destinations and creating a more robust tourism ecosystem. By distributing tourist traffic across a wider area, the project is expected to spur infrastructure development and create new employment opportunities.

The Ruhunu Ring is the first of five proposed thematic tourism circuits, a broader national strategy to reposition Sri Lanka as a premier travel destination. 

Addressing the summit, tourism advocate Yasas Hewage revealed the ambitious vision. 

“The Ruhunu Ring is the first step. There are five rings that have been conceptualised. Some of you already know the Wildlife Ring, the Culinary Ring, and the Adventure and Sports Ring,” Hewage explained, adding that a “Northern Ring” is also part of the long-term vision.

Coinciding with the announcement, the official website for the Ruhunu Ring was launched at the summit, providing a digital gateway for international travelers to explore the circuit’s offerings. Stakeholders believe this digital presence will be crucial for marketing the new product and attracting a new wave of high-value tourists to the island.