Rediscovering Sri Lanka A diplomat’s journey from global promotion to firsthand exploration

• The images and descriptions I shared always generated interest and enthusiasm, encouraging many to consider Sri Lanka as their next travel destination 
• Seeing these iconic locations firsthand left me in awe of Sri Lanka’s natural and cultural richness, and I was delighted to witness how foreign visitors were equally captivated by the island’s hidden gems 
• As global travel trends evolve, an increasing number of tourists prefer independent travel over luxury hotel stays, opting to immerse themselves in local culture and experiences 

After serving 35 years in Sri Lanka’s Foreign Service, representing the country in Pakistan, Germany, Nepal, the Netherlands, Belgium, and Luxembourg, I retired in 2023. Promoting Sri Lanka as a premier tourist destination was a central part of my work. With its breathtaking landscapes, rich cultural heritage, and diverse attractions, Sri Lanka has long been viewed as a must-visit destination. Over the years, I dedicated considerable effort to showcasing the country’s tourism potential, as travellers from around the world were captivated by its natural beauty.   

As a diplomat, I actively promoted Sri Lanka’s tourism by organising workshops, participating in roadshows, engaging with media, and representing the country at international tourism fairs. I highlighted the country’s vast array of attractions, including UNESCO heritage sites, wildlife and nature reserves, pristine beaches, scenic hill country, sacred pilgrimage sites, and modern urban experiences. The images and descriptions I shared always generated interest and enthusiasm, encouraging many to consider Sri Lanka as their next travel destination. However, despite my deep involvement in promoting Sri Lanka abroad, I had never had the opportunity to experience many of these attractions firsthand. My work relied heavily on promotional materials, documentaries, and online resources.  
Upon retiring, I was eager to finally explore the country I had been promoting for so long. Joined by my family, including two Belgian nationals, we embarked on a 21-day journey across Sri Lanka. Our itinerary included Pinnawela, Kandy, Sigiriya, Dambulla, Minneriya, Polonnaruwa, Habarana, Kalpitiya, Puttalam, Galle, Tissamaharama, Yala, Mirissa, Kataragama, Nuwara Eliya, and the scenic train ride to Ella along the famed “Odyssey” route. In Colombo, we visited Wetland Park, Galle Face Green, Mount Lavinia Beach, and various temples. Seeing these iconic locations firsthand left me in awe of Sri Lanka’s natural and cultural richness, and I was delighted to witness how foreign visitors were equally captivated by the island’s hidden gems.  
Tourism has long been a major pillar of Sri Lanka’s economy, with successive governments prioritising its promotion. The NPP government’s commitment to promoting an inclusive tourism economy, supported by policies aimed at sustainable development and strategic marketing, is a step in the right direction. Such policies are essential to driving macro-level changes within the tourism industry, ensuring that growth benefits a wider segment of the population.  
While I won’t delve into the details of these policy proposals, my recent travels across the country have given me valuable insights into areas that require attention to enhance the overall visitor experience. I hope the relevant authorities will take these observations into consideration.  
First, I must commend the improvements at Bandaranaike International Airport, particularly the addition of new duty-free shops and the efficiency of immigration counters. These upgrades give the airport a more international character. However, one area that still needs attention is the condition of the washrooms. Clean, well-maintained restrooms are a basic necessity, and ensuring their upkeep should be a priority, especially as Sri Lanka continues to market itself as a top-tier tourist destination.  
Health and safety standards at tourist sites also require greater focus. While visitors pay entrance fees to access various attractions, they expect not just entry but also clean and hygienic facilities. Unfortunately, in several locations, washrooms were poorly maintained. Regular cleaning and proper maintenance should be mandatory to improve the visitor experience.  
Another area for improvement is food hygiene, particularly in public eateries near major attractions. At popular locations like Galle Face Green and other tourism hotspots, many food vendors were seen preparing food with their bare hands, without using gloves or spoons. Since Sri Lankan cuisine is such a big attraction for tourists, it is crucial for authorities to introduce basic health and hygiene standards in food stalls and conduct regular monitoring to ensure compliance.  
Proper waste management is also crucial. While I was impressed by the cleanliness at locations such as Horton Plains and World’s End, where staff made an effort to ensure that visitors didn’t leave behind plastic bottles or trash, this level of diligence was inconsistent across other tourist sites. In several areas, trash bins were either insufficient, poorly maintained, or entirely absent, leaving visitors with no option but to dispose of waste in public spaces. To address this, authorities must implement stricter waste management policies and ensure regular monitoring at key tourist destinations and their surroundings.  
Highways and roadways leading to popular tourist sites and other attractions should be equipped with well-maintained restaurants and clean, accessible washrooms, a basic necessity that has been overlooked for far too long. During long journeys, especially through rural or less developed areas, travellers often struggle to find hygienic places to rest, dine, or use restroom facilities, which negatively affects their overall experience and undermines Sri Lanka’s appeal as a tourist-friendly destination. To address this, a strategic and coordinated effort is needed to develop roadside infrastructure along key tourism corridors, potentially through public–private partnerships that establish rest stops offering quality food, clean restrooms, and essential amenities. In addition, road maps, digital travel guides, and tourism apps should systematically indicate the locations of these facilities, allowing visitors to plan their routes more efficiently and comfortably. Ensuring consistent standards across these stops would significantly enhance the travel experience and demonstrate Sri Lanka’s commitment to hospitality and sustainable tourism development.  
As global travel trends evolve, an increasing number of tourists prefer independent travel over luxury hotel stays, opting to immerse themselves in local culture and experiences. Sri Lanka’s tourism infrastructure must adapt to this shift by ensuring that visitors enjoy not only the country’s stunning landscapes but also its warmth, cleanliness, and hospitality. Countries such as Thailand, Viet Nam, Indonesia, and Malaysia have successfully adapted to these trends by promoting sustainable tourism, improving waste management, and enhancing community-based travel experiences. Sri Lanka can learn from these approaches to strengthen its position as a competitive and responsible travel destination.  
Finally, Sri Lanka’s future as a leading tourist destination depends on striking a balance between development and conservation. By addressing micro-level issues such as cleanliness, hygiene, and sustainable practices, while simultaneously implementing macro-level policies for inclusive tourism growth, the country can secure its place as a world-class travel destination. This dual approach will not only attract visitors but also ensure that the country’s natural and cultural heritage is preserved for generations to come.  
(The author is a retired career ambassador who previously served as Sri Lanka’s Head of Mission to the European Union, Ambassador to Nepal, the Netherlands, Belgium and Luxembourg, Secretary to the State Ministry of Foreign Affairs, and Deputy Director General of the OPCW).