New Leadership Unveils Ambitious Unified Vision, Targeting USD 10 Billion in Tourism Earnings by 2030

Mr Asoka Hettigoda, Chairman of the Hettigoda Group of Companies, was unanimously elected as the President of The Hotels Association of Sri Lanka (THASL) at the Association’s Annual General Meeting for 2025, held at Cinnamon Life – City of Dreams.

This election positions a seasoned industry veteran at the helm of the country’s premier hotel association, which stands today as the largest private-sector investor in Sri Lanka’s tourism industry, with members having invested more than USD 15 billion and managing over 20,000 keys nationwide.

The ceremonial session was attended by a stellar lineup of government and industry leaders, including Hon. Vijitha Herath, Minister of Foreign Affairs, Foreign Employment & Tourism, and Prof. Ruwan Ranasinghe, Deputy Minister of Tourism, alongside Excellencies, Ambassadors, and High Commissioners.

In his inaugural address, Mr Hettigoda outlined THASL's ambitious strategy to accelerate the tourism industry’s contribution to the nation’s economic resurgence. Acknowledging the government's target of USD 8 billion in tourism earnings by 2030, the new President proposed an even more challenging goal.

Mr Hettigoda stated, "I firmly believe that with a unified industry effort, strategic marketing, and accelerated infrastructure development, we can go beyond this. THASL proposes an ambitious, but achievable, goal of $10 billion by 2030." Achieving this requires reaching 6 million visitors through 20% annual growth in arrivals, and a 30% growth in per-night spending driven by higher-value, authentic experiences.

To support this, he stressed the critical need for Sri Lanka to invest at least USD 50 million annually in destination marketing. The campaign must spotlight new niche offerings such as Wellness and mindfulness tourism, Architecture tourism, Sri Lankan spicy health cuisine, and Authentic community experiences.

Furthermore, he noted the growth potential, highlighting that tourists are increasingly exploring emerging destinations such as Hiriketiya, Mirissa, the Deep South, Arugam Bay, and Jaffna. He emphasised that sustainability must be at the core of these efforts, stating that Sri Lanka should aspire to be among the top five sustainable tourism destinations in the world within five years.

Mr Hettigoda placed a strong emphasis on unity and collaboration, stating that tourism is a "national pathway to prosperity." He detailed THASL’s key initiatives to support the national goals, beginning with the plan to establish a Joint Tourism Stakeholder Forum. This will form the largest unified tourism advisory forum in Sri Lanka, in partnership with SLAITO, ASMET, and other bodies.

Addressing the rationale for this unified front, the Chairman stated: "The fragmentation of industry voices has long diluted the power of advocacy and strategic planning. A unified approach is essential. By bringing all associations together with a common goal, we can speak with one powerful voice, drive meaningful policy reform, and collaborate more effectively with the government on long-term tourism development."

Other key strategic initiatives include strengthening Human Resource Development by introducing a basic hotel curriculum through regional associations and welcoming the government's recent decision to allow female employees to work night shifts. THASL will also focus on external visibility by launching the THASL Tourism Awards to honour outstanding achievements and hosting an Annual Tourism Investment Conference, a dedicated platform to explore new investment opportunities.

Mr Hettigoda looks forward to working collaboratively with all stakeholders to build a brighter, stronger, and more sustainable future for Sri Lankan tourism.