Perils of Sri Lanka tourism and the way forward

The government has set ambitious targets of attracting 3 million tourists by the end of this year, which is expected to generate USD 5 billion in revenue.

Tourists who fly down to Sri Lanka are often convinced by attractive promotional videos that are being made viral on social media platforms. Of course, the pristine beaches, breathtaking waterfalls, diverse cuisine and culture are worth the experience. But from a hospitality point of view, Sri Lanka is still lagging behind on a few priorities.  

The government has set ambitious targets of attracting 3 million tourists by the end of this year, which is expected to generate USD 5 billion in revenue. According to official estimates, over 2 million tourists had arrived on the island in 2024. But whether an island nation could accommodate such an influx of tourists is a point to ponder. 

Seniors in the industry have shed light on a concept called ‘carrying capacity’. According to the World Tourism Organisation, it is defined as ‘the maximum number of people that may visit a tourist destination at the same time, without causing destruction of the physical, economic, socio-cultural environment and an unacceptable decrease in the quality of visitors’ satisfaction.’ But it is a complex task to estimate the carrying capacity for a particular destination or country. Tourism experts have also observed the impacts of over-tourism on a country like Sri Lanka if not managed properly. 

Apart from the influx of tourists, several other matters have also come into play. Whether tourists are being treated well is a grave concern that has been raised on numerous occasions. Footage of tourists, who mostly identify themselves as social media influencers, has been attacked by locals in areas such as the Down South. In a recent video, the foreigner was attacked by locals at a surf school, and they were heard scolding him in foul language. Such horrible encounters would leave a lasting impact on a foreigner’s memory, sometimes discouraging him from recommending a particular country to his followers. 

Languishing at Police stations and trying to find lawyers to win a case during a short vacation is certainly a nightmare for a tourist. On the other hand, numerous tourists have also been harassed by local tuk-tuk drivers, sometimes over-charging them and insisting that tourists pay the amount that they demand, which is the worst nightmare to deal with, especially in the case of female tourists who are new to the Asian culture. On quite a rare occasion, they may vent their anger and frustrations on social media. Therefore, the efficiency of the tourist police and other law enforcement authorities also needs to be prioritised by the incumbent government. 

Apart from the aforementioned incidents, another aspect to look into is with regard to the facilities provided to tourists. Public lavatory facilities are an eyesore which needs immediate attention. Despite being major tourist attractions in the country, places such as Sigiriya, Anuradhapura, Dalada Maligawa etc., need to be more tourist-friendly. In fact, in this day and age, the government should look at transforming these destinations into immersive tourism experiences, integrating technology with history, arts and culture. Such experiences delivered in a variety of languages would certainly be informative takeaways for tourists who would otherwise capture some selfies and fly back home.

In this age of the internet, tourists are often well-informed prior to travelling to a country of interest. They would certainly read reviews before travelling to a destination or restaurant of their choice. They will be more interested in reading the bad reviews and opt for another destination instead. While Sri Lanka needs to fill the void in attracting high-end tourists, those who mostly come in search of budget options complain of exorbitant prices. Such aspects need to be regulated to provide a better experience for tourists, irrespective of their capacity to spend. 

So while inviting tourists to sip on a fresh cup of Ceylon tea, take a stroll down the golden coastline, travel on a safari, indulge in Sri Lankan cuisine and explore the various cultural elements in the country, the authorities should really do their homework and bring about a more holistic, tourist-friendly experience for visitors.