As global demand for sustainable travel grows, research indicates that ecotourism is becoming a major focus for many destinations.
In line with this trend, Sri Lanka is taking steps to advance its ecotourism sector. President Ranil Wickremesinghe recently emphasised Sri Lanka’s commitment to advancing ecotourism by conserving wetlands, while also announcing plans to develop a new tourist attraction covering over 1,000 acres of wetland in Bentota, pledging that Sri Lanka would identify and safeguard key areas essential for ecotourism.
Sri Lanka Tourism Development Authority (SLTDA) records show that in 2023, wildlife parks in Sri Lanka attracted 39.2% of total tourist arrivals. Further, in 2023, forests saw a varied mix of a large number of visitors, both local and international. Statistics reveal that Hurulu Eco Park was the most popular destination for foreign tourists, with the Knuckles and Sinharaja Forests also attracting a significant number of visitors.
Although these sites play a crucial role in promoting sustainable tourism, the key question remains whether Sri Lanka’s current strategy is aligned with global market trends and whether the country can continue to grow its ecotourism sector in a competitive global landscape.
Ecotourism a priority
While avoiding plastic and the excessive use of environmentally harmful materials are basic eco-friendly steps, ecotourism goes beyond these measures. It promotes responsible travel focused on visiting natural areas to conserve the environment, respect local cultures, and encourage sustainability. The goal is to minimise the negative impacts of tourism on both the environment and local communities.
The Hotels Association of Sri Lanka (THASL) President M. Shanthikumar told The Sunday Morning Business that ecotourism was considered a priority in Sri Lanka, with the majority of hotels actively working towards ecotourism and sustainability, aligning with global ecotourism trends and best practices.
“THASL is 100% committed to ecotourism. Currently, we are focusing particularly on sustainability. We are focused on addressing concerns regarding single-use plastics and are working on developing solar energy initiatives. The SLTDA is undertaking specific strategies as well.
“Sri Lanka still has a long way to go compared to other countries. There are many plans to develop the sector, but we are waiting for more growth since converting to eco-friendly practices involves high costs. The hotel industry is slowly recovering and starting to implement these changes,” he said.
A promising future in ecotourism
Speaking to The Sunday Morning Business, Gal Oya Lodge General Manager Heshan Ranaweera stated that Sri Lanka had been increasingly recognising and adopting market trends in ecotourism, with the focus on sustainable travel and tourism growing since 2015.
“Sri Lanka initially focused mainly on popular and larger National Parks such as Yala and Wilpattu, but now lesser-known parks are also being recognised. This is a favourable trend as it taps into a niche market. What used to be solely about wildlife now includes activities such as birdwatching, butterfly watching, sustainable tourism, and responsible travel, indicating significant improvement.
“Community involvement is also gaining popularity, with locals actively engaging in various activities. This represents a valuable economic opportunity, and I believe we are on the right path toward sustainable ecotourism.
“We have a promising future, as ecotourism is a growing trend. Looking at best practices from countries like New Zealand, Vietnam, and Costa Rica can help us promote Sri Lankan ecotourism effectively. With a rising global demand for sustainable travel, we should leverage this competitive advantage.
“While Sri Lanka is known for its beaches and culture, we need to also position ourselves as an ecotourism destination. By doing so, we can drive economic growth, reduce the negative impacts of mass tourism, and attract high-spending, environmentally responsible tourists.
“Linking tourism revenues directly to environmental conservation and implementing strong policies will be crucial. Proper branding, led by the SLTDA, is essential to establishing this identity as well.”
Eco-friendly accommodations
In ecotourism, eco-friendly accommodations play a crucial role in building a country’s brand.
Gal Oya Lodge is an eco-friendly property committed to ecotourism and has been bestowed the Green Building Award. Commenting on the ecotourism practices at Gal Oya Lodge, Ranaweera noted that it was an eco-friendly property committed to preserving the natural environment and tree canopies in the region.
The property hosts a variety of animals including endemic birds, jungle cats, and fishing cats. It manages 19 acres, along with an additional 5 acres from the Land Reform Commission for a reforestation project to revitalise the tree canopy.
“Our property is zero-plastic and uses eco-friendly, sustainable materials with solar energy. We collaborate with organisations such as the Department of Wildlife Conservation, the Wilderness and Wildlife Conservation Trust (WWCT), and the Wildlife and Nature Protection Society (WNPS) on wildlife research.
“To foster community engagement and reduce our carbon footprint, 80% of our staff is from the local village and we source our food from the community. We conduct cleaning campaigns, educate our guests, and implement water treatment plants, waste reduction systems, and native landscaping. We also support the Rathugala indigenous people, working with them and educating our guests.”
On securing investments, Ranaweera said that while there was sufficient investment, it needed to be categorised effectively. He highlighted the need to promote the accommodation sector and invest more in infrastructure development, including National Parks and community-based activities, noting that increased Government involvement and more opportunities for investors were crucial.
“Eco-lodges often come with higher initial costs due to renewable energy sources, wastewater management systems, and environmentally friendly materials. Therefore, more support is needed, and long licensing and approval processes can be cumbersome.”
Ranaweera added that the high initial cost and the need for partnerships were significant challenges. Traditional financial institutions tend to view ecotourism projects as high-risk compared to conventional tourism. He explained that in order to address these challenges, initiatives such as more grants, subsidies, flexible tax incentives, and robust policies and frameworks would be helpful.
Market trends in ecotourism
Speaking to The Sunday Morning Business, The Barnhouse Studio Managing Director Kushantha Hewapathirana addressed market trends in ecotourism.
The Barnhouse Studio is Sri Lanka’s first upcycled hotel, as well as the award-winner of the Best Sustainable Tourism (SME) Project 2023 by the National Sustainable Tourism Certification Scheme (NSTCS).
Hewapathirana stated that Sri Lanka had a favourable market with much room for improvement, adding that there would be around 80-90% more leniency towards ecotourism in the next few years.
“Globally, there is increasing leniency toward sustainable green concepts due to concerns about climate change. As a result, there is a growing focus on sustainability, green tourism, and upcycling
“I don’t think we are utilising this potential sufficiently. In tourism, there is a need for a greater push for ecotourism concepts and experiences. We should offer the experience of nature, which most European tourists appreciate, and develop the tourist experience in those aspects.”
He stated that although there was currently a rise in eco-lodges and eco-friendly resorts, the concept needed much more encouragement, with the Government also bearing some responsibility. He emphasised that understanding and sensitivity toward ecotourism were somewhat lacking, which could sometimes impact the ability to secure financing from commercial banks.
“We consistently promote green practices, upcycling, and the use of locally sourced food and beverages. We also help our clients experience local culture and engage with local communities.
“Avoiding plastic is just the first step. But beyond that, incorporating eco-friendly practices into the construction process can have a significant impact on the future. By adopting upcycling concepts and utilising materials designed for multiple uses, we can make the construction process more sustainable and beneficial in the long term.”
“I think Sri Lankan practices are currently aligned with global trends in ecotourism, although there are still a few more steps in progress. I believe ecotourism will play a leading role in the industry in the future,” Hewapathirana said.
SL’s ecotourism potential
Commenting on the country’s ecotourism landscape, Jetwing Symphony Chairman Hiran Cooray stated that Sri Lanka was an ideal destination for ecotourism, as well as sustainable and responsible tourism, with a focus on involving local communities and preserving the environment.
Cooray stated that market trends in ecotourism were being assessed, with a growing awareness and an identified need to adopt them. He added that certain universities conducted research on wildlife conservation that could be linked to tourism.
“There is definitely an increased number of people becoming aware. Hotel companies are moving beyond soft touches and basic eco-friendly practices and transforming into substantial movements, such as generating their own power and working closely with local communities. They are moving beyond the bare minimum.”
Commenting on whether Sri Lanka is fully leveraging its potential in ecotourism, Cooray stated that the country had the capacity to achieve more and that current efforts were somewhat insufficient. However, he noted that the tourism sector had been significantly impacted by the recent series of crises.
“We have to remember that for around four years, the Sri Lankan tourism sector was essentially dead. Every time it started to rise, some new inconvenience would occur. Even now, the industry is just emerging from the implications of the recent economic crisis, and there are no clear policies.
“Unfortunately, there are now issues with visa issuance, which severely impact the confidence of service providers, investors, and the industry as a whole. There are many unnecessary challenges the industry must deal with. From 2019 to 2022, it was all about survival. We are only just beginning to recover.
“We definitely need to invest more in ecotourism but hoteliers faced significant struggles for four years and are now slowly recovering. Some may still be burdened with heavy loans. For foreigners to invest at this stage, policy issues need to be resolved. With safety, stability, and policy consistency, tourism will continue to play a major role,” he added.
Attempts by The Sunday Morning Business to reach the SLTDA and the Sri Lanka Tourism Promotion Bureau (SLTPB) for perspectives on ecotourism were unsuccessful.