Sri Lanka Tourism: What got us here, won’t get us there

Abstract

Sri Lanka has doubled its tourist arrivals since 2010, which is credited to the peaceful environment in the country following the ending of the war together with the ongoing strategic investments in the tourism sector, new tourist attractions and mega promotional campaigns. However, it is noted that these factors have diminishing marginal returns that leave much room for Sri Lanka’s economy to boost. This insight suggests that if Sri Lanka is to double its tourist arrivals again by 2016, as planned, it will need to adopt some new strategies initially by analysing Sri Lanka’s place in the Tourism Competitive Index to identify opportunities. Some of the opportunities identified are in the areas of environmental sustainability, tourism infrastructure, ICT infrastructure, human resources, and cultural resources. If the success is to be sustained a strategic shift is required now.