• How SL is capitalising on eco-friendly travel trends

This year, Sri Lanka’s tourism industry is standing at a new beginning. After years of ups and downs, from political issues to natural disasters, the country’s travel sector is finally looking up. With tourism expected to bring in around United States dollars ($) 373.50 million this year, and with steady growth forecast over the next five years (2025-2029), it is clear that the industry is recovering. But, unlike in the past when success was measured by how many tourists could be packed into popular spots, today’s approach needs to be different. The future of Sri Lanka’s tourism is not just about numbers anymore, it is about sustainability. And, at the heart of this new strategy is ecotourism.

Changing the way we travel

For years, the focus in tourism was simple: bring in as many visitors as possible. This approach brought millions of people to Sri Lanka’s stunning beaches, ancient ruins, and wildlife reserves. On the surface, it seemed like a win-win situation. But, the reality was more complicated. Mass tourism, while boosting the economy, often had unintended consequences for the environment and local communities. Popular destinations like the Yala National Park and the Unawatuna Beach started to suffer from overcrowding. Wildlife habitats were disrupted, and the natural beauty that drew tourists in the first place was at risk.

Now, things are shifting. Around the world, people are rethinking how they travel. Instead of cramming into big resorts or hopping on packed tour buses, travellers are looking for experiences that allow them to connect with nature and support local communities. This trend is particularly strong among those who are conscious of their impact on the environment. Sri Lanka, with its lush rainforests, rich wildlife, and diverse landscapes, is perfectly positioned to benefit from this new kind of tourism.

In fact, the market for sustainable tourism is growing rapidly. By 2029, Sri Lanka’s tourism sector is expected to reach $ 622.70 million, driven in large part by this demand for more responsible travel. Eco-friendly hotels and lodges, which are already gaining popularity, are projected to serve 1.76 million visitors by that time.

Ecotourism: More than just a buzzword

Ecotourism is not just about visiting natural places—it is about travelling in a way that helps protect the environment and gives back to the communities that the people visit. In Sri Lanka, this approach is already making a difference. The island is home to some of the world’s most biodiverse areas, including national parks like Udawalawe and Wilpattu, where visitors can see elephants, leopards, and other wildlife. But, what sets ecotourism apart is its focus on ensuring that these areas remain protected for future generations.

Take the Knuckles Mountain Range for example. This beautiful and remote area is a haven for trekkers and nature lovers. While the scenery is stunning, the real draw is the opportunity to engage in responsible travel. Local eco-lodges here not only provide comfortable stays but also reinvest a portion of their profits into conservation projects and local community development. Visitors can enjoy the natural beauty while knowing that they are contributing to the preservation of the environment and the wellbeing of the people who live there.

Similarly, in the Sinharaja Forest Reserve, a United Nations Educational, Scientific and Cultural Organisation World Heritage Site, eco-lodges like the Rainforest Ecolodge are setting an example of what sustainable tourism can look like. These lodges operate with minimal environmental impact, using renewable energy sources and employing local workers. The result is a tourism model that benefits everyone: the environment, the local economy, and the travellers who get to experience one of the world’s most unique ecosystems.

Who are today’s travellers?

The typical tourist in 2024 is different from the mass market visitor of the past. They are not just looking for a sunbed by the pool or a quick tour of the major sights. Instead, they are searching for experiences that are meaningful and enriching. They want to travel in smaller groups, stay in eco-friendly accommodations, and explore lesser-known destinations. In fact, today’s eco-tourists are often willing to spend more to ensure that their travels are environmentally and socially responsible.

These travellers are also more conscious about where their money goes. They prefer to stay in locally owned accommodations and take part in activities that support conservation efforts. This shift in traveller behaviour presents a huge opportunity for Sri Lanka. According to The International Ecotourism Society, eco-tourists are generally more affluent and more willing to spend on high-quality, meaningful experiences. This high-spending demographic can drive real economic benefits, especially in rural areas where traditional tourism has yet to make a significant impact.

Government’s role

For Sri Lanka’s ecotourism industry to thrive, support from the Government is crucial. The National Ecotourism Policy is a step in the right direction, promoting tourism that protects the environment and benefits local communities. But, policies need to be backed by action. The Government must work with local businesses, conservation groups, and communities to ensure that tourism development aligns with environmental goals.

Regulation is also key, particularly in fragile ecosystems. Popular destinations like the Yala National Park have seen the negative impacts of unchecked tourism, with too many visitors causing disruption to wildlife and natural habitats. To avoid these issues in the future, Sri Lanka needs to implement stricter limits on visitor numbers in sensitive areas, invest in proper waste management systems, and encourage sustainable practices among tour operators.

By 2029, online sales are expected to account for 67% of the total tourism revenue. This shift presents an opportunity for local ecotourism operators to tap into the growing market of eco-conscious travellers. More than ever, tourists are booking their trips online, and having a strong online presence can help small, eco-friendly businesses compete with larger, less sustainable operations.

Challenges on the road to sustainability

While the future of sustainable tourism in Sri Lanka looks promising, it is not without challenges. One of the biggest hurdles is balancing the economic need to grow the tourism sector with the necessity of protecting the environment. Some popular areas are already feeling the strain of too many visitors, and without careful management, the same issues could arise in other parts of the country.

Another challenge is ensuring that the economic benefits of tourism reach local communities. Too often, large international hotel chains dominate the market, with much of the revenue leaving the country. This leaves local businesses and workers with a smaller piece of the pie. To counter this, the Government and the private sector need to support locally owned accommodations and tours that keep money within the local economy.

In addition, even sustainable tourism can have unintended consequences. Too many visitors, even eco-tourists, can put pressure on resources and ecosystems. That is why regulation and management are so important. Visitor limits, proper waste management, and eco-friendly infrastructure are all necessary to ensure that ecotourism remains sustainable in the long term.

Future of SL tourism

Despite these challenges, the outlook for Sri Lanka’s tourism industry is bright. With revenues expected to grow to $ 622.70 million by 2029 and the rise of ecotourism leading the way, there is no question that tourism will continue to play a major role in the country’s economy. But, it is how Sri Lanka manages this growth that will determine its success.

By focusing on quality over quantity, Sri Lanka can build a tourism industry that not only boosts the economy but also protects the environment and supports local communities. This is not just good for the planet but it is also good for business. Responsible tourism is no longer a niche market. It is the future of travel, and Sri Lanka is well-positioned to lead the way.

(The writer is an electronic engineer with a background in information technology and sustainability)

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The views and opinions expressed in this article are those of the author, and do not necessarily reflect those of this publication