Developing a shared vision for tourism in post-war Sri Lanka

Abstract

Purpose

This paper aims to analyse the current state of tourism in Sri Lanka and make practical suggestions for a shared vision.

Design/methodology/approach

The paper is written in the context of a strategic question: “how might post-war Sri Lanka develop inbound tourism?” An analytical approach is taken to discuss the practicality of the tourist arrival target of 2.5 million tourists to Sri Lanka by 2016.

Findings

Achieving the 2.5 million tourist arrival target in 2016 is not realistic and should be revised to a more manageable two million target. Macro level changes since the end of the war in 2009 should be taken into consideration in preparing a new master plan. Assuming that continuous peace will be there for a long time, is simply not sufficient. Rebuilding the social economic foundation of the society has to be faster and must be the top agenda point for Sri Lanka. This is an essential ingredient for long lasting peace and a healthy and sustainably developed tourism industry in the future.

Practical implications

Addressing six key challenges and incorporating six key strategies identified in this paper should be helpful in developing a new master plan. Debating with and getting inputs from all major stakeholders of the tourism industry is recommended to ensure sustainable tourism development.

Originality/value

This paper provides thought-provoking practical tips from three well-experienced leaders of tourism industry, hotel industry and hospitality education.

Citation

Lokuhetty, A., (Chandi) Jayawardena, C. and Mudadeniya, D. (2013), "Developing a shared vision for tourism in post-war Sri Lanka", Worldwide Hospitality and Tourism Themes, Vol. 5 No. 5, pp. 486-494. https://doi.org/10.1108/WHATT-05-2013-0030