Frequently Asked Questions

What is the Sri Lanka Tourism Alliance?

The Sri Lanka Tourism Alliance is a community of travel experts, researchers, practitioners, companies and individuals that work in tourism and LOVE SRI LANKA. Whether you are a tour guide, a translator, a chain of small hotels, if you work in tourism, the Alliance is for you. The Alliance’s aim is to foster one united industry voice, and advance information, education and collaboration across the entire tourism sector.

The Tourism Alliance was formed in the wake of the Easter Sunday attacks in Sri Lanka, however it has now transformed into an industry body that has committed to propelling the private sector towards a more sustained, and longer term tourism value proposition for Sri Lanka.

What is the Alliance’s long-term vision?

To build a resilient and strong private sector that embraces international sustainable tourism best practices, and where tourism benefits are driven to communities and people across Sri Lanka at every level.

Who are the founders?

The founders of the Sri Lanka Tourism Alliance are:

• Malik Fernando – Co-chair, Sri Lanka Tourism Alliance; Director MJF Group – Dilmah Tea – Resplendent Ceylon (Sri Lanka)
• Shiromal Cooray – Co-chair, Sri Lanka Tourism Alliance; Chairman and Managing Director Jetwing Travels; Chairman Jetwing Hotels
• Abbas Esufally – Treasurer, Sri Lanka Tourism Alliance; Group Director, Hemas Holdings PLC
• Dileep Mudadeniya – CEO Cinnamon Life Mall; VP – John Keells Group; Head of Brand Marketing Cinnamon Hotels & Resorts
• Harith Perera – Managing Director Hemas Travel Cluster, Hemas Holdings
• Henry Fitch – Managing Director, Teardrop Hotels
• Sanath Ukwatte – Chairman and Managing Director, Mount Lavinia Hotel; President, The Hotels Association of Sri Lanka (THASL)
• Tim Wright – Vice President & General Manager, Shangri-La Colombo

Who can join the Sri Lanka Tourism Alliance?

The Alliance welcomes individuals or organisations based in Sri Lanka or overseas including:

• Those in the private sector who own or work for a business connected to Sri Lanka Tourism
• Those in the public sector working for government, educational institutions, regional or industry associations related to Sri Lanka tourism

What does it cost?

Membership to the Sri Lanka Tourism Alliance is free. The only commitment required for membership is participation in any research or industry benchmarking exercises undertaken by the Alliance.

What are the benefits?

By joining the Sri Lanka Tourism Alliance, members will be provided with a series of free resources and opportunities to grow their tourism business in a sustainable way. All member benefits are detailed in the Sri Lanka Tourism Alliance’s Resilience Action Plan available on our website. 

Does the Alliance work with existing Sri Lanka Tourism Associations?

Absolutely, members of The Hotel Association of Sri Lanka (THASL) are founding members of the Alliance and helped create the Sri Lanka Tourism Alliance’s Love Sri Lanka Resilience Action Plan. One of the key criteria for all projects in the plan is that they collaborate and not compete with existing associations or government plans. In fact, all existing members of other industry associations are welcome to join the Alliance.

How does the Alliance work with the Sri Lanka Tourism Promotions Bureau and Sri Lanka Tourism Development Authority?

One of the core pillars of the Sri Lanka Tourism Alliance’s Love Sri Lanka Resilience Action Plan is collaboration. The Alliance aims to support and collaborate with both these government organisations by providing content (Love Sri Lanka experiences content) and private sector insights, to assist in the development of national tourism strategies, plans and promotions.

How do So Sri Lanka and Love Sri Lanka work together?

The Alliance’s Love Sri Lanka brand works in harmony with So Sri Lanka, to showcase the country’s unique visitor experiences. So Sri Lanka is a way to encompass the destination’s unique message. Love Sri Lanka is the industry’s voice and action brand.

How is the Alliance Funded?

The long-term goal of the Sri Lanka Tourism Alliance is to be a self-sustaining organisation. This first Resilience Action Plan will be funded via:

• The private sector
• International Donor Development Partners
• Industry participation fees for Sri Lanka Tourism Alliance events
• Potential joint government co-operative promotions and initiatives

What is the Sri Lanka Tourism Alliance Resilience Action Plan?

The Sri Lanka Tourism Alliance’s Resilience Action Plan is a plan to assist the industry move forward in a united, successful and sustainable way. It contains 6 key projects and 17 key actions that the Alliance will champion over the next 18 months.