Hailing a silver lining around the dark cloud of a pandemic that has been shadowing Sri Lanka for over two years, The Cheeky Monkey, a refined surf life powerhouse in the beautiful shores of Midigama, recently celebrated milestone success as it posted an exponential revenue growth during the period of November 2021 –. The revenue growth was a significant 75%, soaring beyond those of pre-pandemic times.

The COVID-19 pandemic has hindered the tourism industry for the majority of its existence. However, The Cheeky Monkey, with its novel concepts and determination to provide tourists the most relaxing and entertaining experience, has made history by securing impressive growth numbers amidst impending macroeconomic challenges. Furthermore, Cheeky Monkey hosts more than 800 people a day at its shop and restaurant, making this unique tourism setup in Midigama a must-visit hotspots in the country.

The success of this journey did not arrive overnight. The tedious process, which took over 12 years to bear fruit, had its origins in 2009.  'Baba' Pasindu Dodangoda, a trailblazing business leader and the owner of Cheeky Monkey in the town of Midigama on Sri Lanka's southern coast, is the impetus of this transforming town.  He saw bigger goals and more potential in his community as Midigama was little known in 2009, typically overshadowed by its more popular surfing neighborhoods, Weligama and Ahangama. Midigama had just three guesthouses, a few rickety surf shops, and a handful of cafés viewing the waves at the time.

Pasindu opened Cheeky Monkey in late 2009, a small guest house with only three rooms, a tiny surf shop, and a restaurant. He had grander plans for it, but this was a good start. With strong business sense and a passion to do better, Cheeky Monkey has transformed to become the largest one-stop shop in the world, being a strong competitor to those of its neighbourhoods.

The Cheeky Monkey Surf Shop, the largest in the neighborhood, now sells top worldwide surf brands including Quicksilver, Billabong, and Ripcurl, while the Surf School provides guided surfing

instruction taught by highly qualified surfers. The Cheeky Monkey, now a 10-room hotel, features its own gym, an open-air restaurant and café, and a variety of curated events and activities for guests to enjoy, such as yoga, surf and safari trips, workshops, and parties.

"The success story of Cheeky Monkey started with nothing more than a desire to establish Midigama as a tourist hotspot of the south," Pasindu explained. "Midigama was still a growing town when I originally launched the Cheeky Monkey. The town is now increasingly becoming more famous and well-known as a surfing destination, and Cheeky Monkey has become the destination that all tourists crave to lodge in."

The Cheeky Monkey, the oldest surf hostel in town, is a cornerstone of Midigama's surf tourism, and Pasindu himself has empowered and improved the livelihoods of many in the region – particularly the children – by choosing to fund, teach, and hire local kids who want to learn to surf. Currently, Cheeky Monkey has become a crucial tool of downsouth tourism in Sri Lanka, attracting over 10,000 tourists every month and even more local lodgers.

While Sri Lanka's tourist business remains diverse, surf tourism in particular has been increasingly popular in recent years, attracting surfers from all over the globe who stay for months on end to experience Sri Lanka's all-year round surfing seasons.

Midigama has also benefited from increased surf tourism, with many visitors flocking to the town to experience the reef breaks and great waves. However, Covid-19 and the year-long tourism standstill have had a negative impact on the firm.

"We have battled hard through the challenges that have surfaced this year, and we have come out champions. Even though the pandemic continues to hinder the tourism industry, we are very proud to be one of the pioneers in driving tourism in the south," said Pasindu, with hope. "With the country's reopening to tourists, we are hoping for a change. I believe it will be refreshing to investigate new approaches to improve hospitality. We are ready for a new approach to tourism and are pleased to welcome all surfers back to our coast."