Industry leaders call for unified action and urgent government support to launch a strategic marketing campaign and drive sustainable tourism growth
The Tourist Hotels Association of Sri Lanka (THASL) held its Annual General Meeting for 2025 at Cinnamon Life – City of Dreams, where industry leader Asoka Hettigoda was elected as the new President of the Association. The event brought together the top leadership of the tourism and aviation sectors, including the Honourable Minister of Tourism, the Deputy Minister, Chairmen of SLTDA, SLTPB, and the Sri Lanka Convention Bureau, as well as the CEO of SriLankan Airlines, foreign mission representatives, and senior members of the hospitality industry.
Outgoing President M. Shanthikumar delivered a compelling address, reflecting on the achievements of the past year while highlighting the challenges that continue to hinder the industry’s full recovery and long-term sustainability.
He highlighted the immediate need for a strategic, well-funded global marketing campaign to position Sri Lanka competitively and attract high-value travellers crucial for increasing overall tourism spend and strengthening industry resilience. He emphasised that despite an increase in arrivals, Sri Lanka must act swiftly to ensure destination visibility in a fiercely competitive environment.
Shanthikumar urged the government to support the tourism sector without delay, stressing that collaborative planning, policy consistency, and a strong national brand identity are essential if Sri Lanka is to realise its true tourism potential.
In his inaugural address, President-elect Asoka Hettigoda expressed gratitude for the confidence placed in him and outlined several key priorities for his first year in office. Central to his vision is the establishment of a Unified Industry Committee, bringing together all major tourism associations under one collaborative platform.
He noted that the fragmentation of industry voices has long diluted the power of advocacy and strategic planning. “A unified approach is essential,” he stated. “By bringing all associations together with a common goal, we can speak with one voice, drive meaningful policy reform, and collaborate more effectively with the government on long-term tourism development.”
Hettigoda also highlighted the need for stronger public–private partnerships, industry capacity building, innovation-led service delivery, and sustainable growth frameworks tailored to the evolving preferences of global travellers.
The AGM drew an impressive cross-section of national and international stakeholders, reflecting the importance of THASL’s leadership role in shaping the future of Sri Lanka’s tourism sector.
