From Sri Lanka’s need for a dedicated global marketing campaign to Bhutan’s “high value, low volume” model and the challenge of retaining talent, hoteliers from four countries map the future of luxury in South Asia 

Sri Lanka should launch a focused international destination marketing campaign to win over high-end luxury travellers and boost tourism revenue, Nazoomi Azhar, General Manager of Cinnamon Grand Colombo, told delegates at SATA Conversation and Connect, held on Day 1 of the 10th South Asia Travel Awards (SATA) 2026 at Barceló Nasandhura Malé. 

Azhar was speaking on the event’s second panel, a truly regional one that brought together hospitality leaders from four countries. Moderated by Dinushka Chandrasena, Editor of Travel Talk Asia, the session saw Ugyen Dorji, Vice Chairman of the Hotel & Restaurant Association of Bhutan (HRAB), join Enric Reina Canitrot, Hotel Manager of Barceló Nasandhura Malé, Maldives; Nazoomi Azhar, General Manager of Cinnamon Grand Colombo, Sri Lanka; and VK Karthi, General Manager of Crowne Plaza Dhaka Gulshan, Bangladesh. 

Azhar said a focused digital public relations campaign aimed at attracting high-spending visitors was a pressing need, noting that Sri Lanka had not undertaken such an initiative on a significant scale for several years. 

The country, he stressed, already has what these travellers want: high-end luxury hotels, strong air connectivity and the supporting infrastructure to cater to them. A dedicated campaign promoting Sri Lanka as a high value destination, he said, could help attract more affluent travellers and generate higher tourism earnings for the country. 

Luxury in South Asia, the panel agreed, is no longer defined by marble and thread counts. Today’s high-value traveller looks for meaning: authentic culture, personal connection and a sense that their visit does some good. Bhutan’s long-standing “high value, low volume” approach offered a useful reference point for the rest of the region, including Sri Lanka as it looks to grow value rather than volume alone. 

Leadership was the other half of the equation. A memorable guest experience depends on people, and the conversation explored how general managers build teams that are empowered, motivated and proud of where they work, in a region where talent is increasingly drawn overseas. 

The panel also explored opportunities for greater regional cooperation and collective efforts to strengthen South Asia’s tourism industry and enhance its global competitiveness. 

The 10th edition of the South Asia Travel Awards brought together tourism industry representatives from Sri Lanka, the Maldives, India, Nepal, Bangladesh and Bhutan. SATA Conversation and Connect featured three panel discussions, followed by the awards ceremony, where a total of 178 awards were presented across 54 categories. Cinnamon Resorts was among this year’s award winners.