Adventure tourism is playing a key role in helping Sri Lanka rebuild its economy after a turbulent few years for the South Asian nation.
The country’s tourism sector was particularly affected in recent years due to a foreign currency crisis resulting from the impact of the Covid-19 pandemic which led to months of food and fuel shortages, along with runaway inflation and prolonged blackouts.
A year on, leading Sri Lankan figures, speaking at a Dubai conference, were optimistic about tourism helping the country’s recovery.
One of the main strategies is to diversify their offerings and target those seeking adventure holidays.
“We have just launched the Pekoe Trail, a 23-day hike through the mountains — that’s just one of the adventures we are offering,” Harin Fernando, Sri Lankan Minister of Tourism and Lands, told a conference on the second day of the Arabian Travel Market at Dubai World Trade Centre.
“We’re also investing in marine diving, mountain climbing and hiking.
“Another activity we are looking to bring to Sri Lanka is ski diving.”
Visitors from the GCC will play a key role in ensuring Sri Lanka continues to rebound from its troubles in recent years, the minister added.
“The Middle Eastern market is going to be crucial for Sri Lanka,” he said.
“Initially, what we wanted were numbers, which meant quantity over quality, but now I want to see us move to quality over quantity.
“We were desperate to get tourists back to Sri Lanka but that was the short-term goal. Now we need to move to a long-term strategy.”
It means attracting tourists who were likely to spend more on their holidays.
“The average spending [of tourists in Sri Lanka] is $200-250, which is not enough,” said Mr Fernando.
“The target is to move that number to $400-500 by next year.
“We are not going to try and make Sri Lanka expensive but we want to make it the destination of choice when it comes to affordable luxury.”
