‘SL a five-star island with three-star image’: Veteran hotelier calls for tourism reset

Veteran hotelier Hiran Cooray on Thursday called on Sri Lanka’s tourism industry to raise its standards, urging a shift from what he described as a “three-star mentality” to one that reflects the country’s “five-star” potential.

Cooray asserted that Sri Lanka remained a “five-star island with a three-star image” and stressed the need for the sector to better align with the nation’s underlying value proposition.

He shared these remarks at the Gala Dinner of the British Guild of Travel Writers (BGTW) Media Convention, held in Colombo, on Thursday.

Cooray, echoing the sentiments of Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotion Bureau Chairman Buddika Hewawasam about the current upward trend in tourist arrivals, stressed that now is the opportune moment for a paradigm shift.

“Now is the time to elevate our standards from a ‘three-star mentality’ to a ‘five-star mentality’ that reflects Sri Lanka’s true worth,” he asserted.

“Many travel acquaintances have noted that Sri Lanka is a five-star island, with a three-star image. We desperately need to position the island to showcase its inherent beauty, our offerings, our people, culture and values, which I am confident you have all experienced in your travels across various regions.”

Cooray also expressed his pleasure that the BGTW members had the opportunity to explore the northern region of Sri Lanka, an area he described as his “favourite part of the island”.

He highlighted its wealth of attractions and growing recognition in travel media, emphasising that the people of the North deserve to benefit from tourism equally with the other parts of the country.

He also expressed his hope that their experiences in Sri Lanka would translate into compelling narratives that showcase the country’s unique appeal. He recalled a pivotal moment in September 2022, amidst Sri Lanka’s economic and political challenges, when a simple inquiry from Chris Haslam of the Sunday Times led to a visit that Cooray credits with significantly revitalising the nation’s tourism.

“Within two weeks, Chris arrived,” Cooray shared.

“Subsequently, in November 2022, the Sunday Times featured a front-page article in its Travel section. This article is credited with revitalising Sri Lanka’s tourism. We are very thankful for this.”

Cooray thanked Sri Lanka Tourism and the BGTW, particularly Chris Haslam, for their contributions. He encouraged the writers to continue sharing their stories of Sri Lanka, acknowledging that “Your stories, both positive and negative, contribute to Sri Lanka’s identity.”