On World Tourism Day 2025, Aitken Spence Travels reaffirms its ethos of creating shared values, pledging regenerative impact that uplifts communities, protects environments, and inspires future generations.

On World Tourism Day 2025, Aitken Spence Travels reaffirms its ethos of creating shared value, pledging to champion a regenerative approach to tourism that uplifts communities, protects environments, and inspires future generations.

This year’s theme, “Tourism and Sustainable Transformation”, clearly states  a truth the company has long embraced—that real transformation is not a one-off initiative but a continuous journey, one that demands vision, persistence, and, most importantly, collective action.

As Sri Lanka’s leading Destination Management Companies, Aitken Spence Travels believes its responsibility extends beyond the scope of its own operations. The company is committed to ensuring that Sri Lanka as a whole evolves into a truly sustainable tourism destination, setting benchmarks, inspiring change, and working with partners across the value chain to embed responsible practices into the very fabric of tourism.

“At Aitken Spence Travels, sustainability is not an option for us—it is the very foundation of how we do business. True transformation happens when every stakeholder moves forward together, creating shared values that touch communities, protect environments, and inspire future generations. This is the legacy we are committed to building,” said Suranga Ratnayake, Chief Operating Officer, Aitken Spence Travels.

The company’s AST Green Partner Program is a significant step in this journey, recognizing hotel partners who embed sustainability into their operations. The “Green Partner” badge, displayed across contracting platforms, itineraries, and booking tools, provides both trade and travelers with a seal of trust, ensuring that responsibility and quality go hand in hand.

Education also lies at the heart of Aitken Spence Travels’ sustainable vision. The company emphasizes that the shift towards a regenerative industry must begin at the grassroots level, with awareness and capacity-building initiatives for guides, chauffeurs, village hosts, culinary artisans, and homestay operators. These stakeholders—often the first and last touchpoints for travelers—play a vital role in shaping Sri Lanka’s image as a sustainable destination.

“Our outreach also extends to small and medium enterprises, the heart of authentic Sri Lankan hospitality. As contributors, they are all stakeholders and are the lifeblood of responsible tourism. Through awareness and training, we aim to amplify their positive impact, ensuring that their livelihoods thrive while communities and traditions are preserved” added Ratnayake.

Looking to the future, Aitken Spence Travels is actively engaging with schools, universities, and youth networks to spark early awareness and inspire the next generation of hospitality leaders. By embedding sustainability into education, the company hopes to nurture a culture of purpose, innovation, and responsibility in tourism.

In commemoration of World Tourism Day 2025, Aitken Spence Travels reaffirms its pledge: to walk this journey of sustainable transformation hand in hand with communities, partners, and stakeholders, building a tourism industry for Sri Lanka that is not just sustainable, but regenerative, inclusive, and profoundly transformative