As Sri Lanka’s hospitality sector garners global attention, industry stakeholders emphasize the urgent need for the country to enhance its digital presence to support its growing tourism industry.
The Asian region is expected to see the highest growth in hospitality revenue over the next five years, with countries like Singapore, Thailand, and China already excelling in digital readiness and workforce preparation. Sri Lanka, with its strategic location, is well-positioned to capitalize on this growth, according to Glen Grosic, Managing Director of the Hospitality Sales and Marketing Association International (HSMAI) Asia Pacific.
Grosic highlighted a gap in learning opportunities in Sri Lanka, noting that the fast-paced changes in the global industry, driven by advancements like AI, require an overhaul of traditional skill sets. He pointed out that Sri Lanka’s tourism industry has been set back by multiple crises—the Easter attacks, the Covid pandemic, and the economic downturn—hindering its digital tourism progress compared to other countries.
Despite these challenges, Sri Lanka has significant opportunities to leverage its competitive pricing and low costs to tap into the growing hospitality market in the region. Grosic noted that there is growing confidence in neighboring economies like India, with potential travelers viewing Sri Lanka as an attractive destination.
Echoing Grosic’s views, eMarketingEye CEO Rajitha Dahanayake stressed the importance of promoting tourism in the digital landscape. He highlighted the increasing online searches for Sri Lanka as a travel destination, noting a 50 percent rise in searches for “Sri Lanka hotels” compared to the previous year. Keywords such as “luxury hotel Sri Lanka” and “Sri Lanka travel” have also seen a 30-40 percent increase in interest.
Dahanayake emphasized the need for a coordinated effort between authorities and private sector brands to promote tourism. He noted that while authorities should focus on creating awareness and visibility, private brands must capture the interest generated and convert it into direct revenue for the country.
Both Grosic and Dahanayake underline that enhancing digital tourism in Sri Lanka is crucial for the country to fully capitalize on the region’s booming hospitality market.