Hotel group boss says Sri Lanka must rebrand as a value destination

Sri Lanka has been urged to move beyond “discount-led tourism” to focus on value over price.

Minor International Group CEO Dillip Rajakarier said that the country should not be positioning itself as a cheap destination in his keynote speech at CA Sri Lanka’s 46th National Conference this week, reported Sri Lankan outlet Daily FT.

He described Sri Lanka as a “living museum, wellness sanctuary, and adventure playground that can win on authenticity if the service chain works”.

In recent years, terrorism, political instability and a financial crisis have tested the Indian Ocean nation to its limits.

Visitor numbers to Sri Lanka starting declining in 2019 following a series of bomb attacks, and from 2022 the country saw its worst economic emergency since gaining independence from Britain in 1948.

Sri Lanka is back on the tourist map, but it is still seen as an affordable travel destination, with rooms from around $60 (£45).

“For $60, I cannot travel from London to Birmingham”, added the Minor CEO.

Rajakarier said the country needs to invest in infrastructure, service and sustainability to rebrand its tourism to travellers.

According to the Sri Lanka Tourism Development Authority, in 2024, the country welcomed 2.05 million tourists with a total of 1.2 million tourists in the first six months – a growth of 61.6 per cent compared to the same period in 2023.

“We talk about 2 million tourists. That does not add to GDP unless it is value tourism,” said Rajakarier.

Alongside high-adrenaline adventures such as white water rafting on the Kelaniya Ganga river and climbing in the Kodigahakanda Sanctuary, Sri Lanka’s natural landscapes with golden beaches and tea estates, as well as wildlife-spotting and a focus on wellness, result in a rich tourism offering.

Visitors are often drawn to the Cultural Triangle in the centre of the island, with a number of Unesco World Heritage sites, including the Sacred City of Anuradhapura, the Sigiriya fortress and the Ancient City of Dambulla.

Following a recent delay on arrival in Colombo, due to multi-use business-class lanes, Rajakarier added: “This is not seamless tourism. This is painful tourism,” he added,

The hotel CEO called for a more powerful national brand to encourage visitors. He said: “Tourists do not buy hotels. They buy a story”.

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