SLITHM and ADB conduct youth tourism awareness program in Northern Province

Panel discussion

Guests and youth participants

The Sri Lanka Institute of Tourism and Hotel Management (SLITHM), in partnership with the Asian Development Bank (ADB), concluded a series of youth tourism awareness programs for young people aged 18–28 in Jaffna, Kilinochchi, and Mannar. 

The program combined classroom learning with hands-on training across key hotel departments, giving participants practical exposure to real career opportunities in the tourism sector. It also included sessions on personal development, sustainability, and employability skills such as CV writing and interview preparation.

The initiative aimed to raise awareness among young people about opportunities in tourism and hospitality, strengthen their employability, and support the long-term development of the Northern Province as a competitive tourismdestination.

Over 220 applications were received for the program, from which 80 participants were selected for a two-day practical training experience conducted at Jetwing Jaffna, FOX Resorts Jaffna, and Palmyrah House Mannar. Participants gained first-hand experience in hotel operations across the front office, housekeeping, food and beverage, and kitchen departments.

A significant highlight of the initiative was the strong participation and enthusiasm of young women across the three districts. Female hospitality professionals from the partner hotels engaged directly with the participants, sharing their career journeys and addressing cultural misconceptions surrounding hospitality careers. 

The 80 participants who completed the program, along with their parents, were invited to the closing event, where certificates of participation were distributed.

The closing ceremony was held on November13 at NorthGate Hotel, Jaffna, with the Governor of the Northern Province, Nagalingam Vethanayahan, gracing the event as the Chief Guest.

To coincide with Lonely Planet’s recent recognition of Jaffna as one of the Best Cities to Visit in 2026, a special panel discussion titled “Rediscovering Northern Sri Lanka: Building a New Tourism Identity” was also organized.

The panel featured SLITHM Chairman Dheera Hettiarachchi; ADB SLRM Country Director Takafumi Kadono; Jetwing Hotels Managing Director Dmitri Cooray; and Co-founder of Nandhi Collective Yashodha Sivakumaran. The discussion was moderated by ADB TA Program Coordinator and Consultant Dewni Aluthwatte.

The thought-provoking discussion focused on how the recent international spotlight on Jaffna could be leveraged to promote tourism and establish a distinctive Northern tourism brand. All panellists agreed that the region’s culture, traditions, cuisine, and laid-back lifestyle should be key elements of its identity.

Panelist Sivakumaran noted that the North’s underdevelopment and untouched, raw environment could itself be a unique selling proposition. Responding to a question on youth awareness and reluctance to join the industry, Hettiarachchi shared SLITHM’s plans to expand tourism education and training in the North, while Cooray highlighted Jetwing’s experiences as one of the first hotel groups to invest in the region.

When asked about ADB’s role in supporting long-term tourism development, Kadono emphasized that tourism will increasingly be integrated into ADB’s future mainstream funding portfolio, as the sector cuts across multiple areas of development.

All panellists underscored that sustainable development in the North must be a collaborative process involving both the public and private sectors. One key suggestion that emerged was to establish a special chamber in the North to guide future tourism strategy.

The event also featured an overview of the youth awareness program by Panchali Ellapola, Senior Project Officer (Urban Development) ADB, followed by a short video presentation highlighting activities from the three districts.