Today, we have the pleasure of speaking with a truly remarkable individual – Mr Chalaka Gajabahu, Head of Classic Destinations. Known for his charismatic leadership, Mr Gajabahu embodies the qualities of an effective leader in every aspect of his work. We are excited to have him with us today.

Tourism has always been a key source of revenue for Sri Lanka. Over the past few years, there has been a positive incline. Can you tell us about the current state of inbound tourism to Sri Lanka?

Certainly. We are in a very positive position as a tourism destination. Sri Lanka consistently ranks in the top 10 across various global travel indices.

For example, Booking.com recently named Sigiriya as the most welcoming city in the world. Additionally, the Times of India ranked Sri Lanka as the second-best destination to visit in 2023, while CNN highlighted Jaffna as one of the world’s top hidden treasures.
These accolades are testament to Sri Lanka’s remarkable recovery, especially following the challenges of 2022. In terms of inbound tourism, we have seen significant growth. In 2022, we welcomed 750,000 visitors; in 2023, that number doubled to 1.5 million, and last year, we surpassed 2 million visitors.

This growth has had a substantial positive impact on the country’s economic recovery.

Classic Sri Lanka plays a pivotal role in this journey. Can you share more about the company’s contribution to this growth?

As a private sector stakeholder, Classic Sri Lanka is immensely proud of our contribution to Sri Lanka’s tourism sector and the economy. Our key markets include India, which is our largest source of inbound tourists, followed by key European markets like the UK, France, Germany, and Spain. We are currently developing strategies to further increase these numbers, particularly for inbound tourism. Classic Sri Lanka offers an all-in-one solution – not just booking tickets and hotels, but providing a full experience that reflects Sri Lanka’s unique hospitality. We believe in delivering an authentic experience, from leisure travel to MICE (Meetings, Incentives, Conferences, and Events) and sports tourism. Our approach spans multiple sectors, making us a comprehensive service provider in the tourism industry.

Given your diverse background, what do you think should be implemented in the future for continued growth?

We are focusing on country-specific strategies. Recently, we participated in the SATTE (South Asia Travel and Tourism Exchange) in India, where we engaged directly with agents and partners to attract the right target segments. Additionally, we are part of Liberty, a global platform for inbound tourism, and will attend their annual conference in April. Our strategy revolves around balancing quality with quantity. While Sri Lanka’s tourist numbers are comparable to destinations like the Maldives, the revenue per tourist is much lower. For example, tourists in the Maldives spend about $500 a day, while in Sri Lanka, it’s around $180. We aim to increase this figure by attracting tourists from all segments – from budget travellers to high-end tourists. While we welcome backpackers, we must focus on balancing our tourism mix to ensure sustainable growth. Sri Lanka should not aim to become an overcrowded destination like Thailand or Malaysia. We do not envision high-rise buildings or mass tourism. Instead, we want to attract high-end visitors in a sustainable manner that preserves the country’s natural beauty.

As a CEO, what do you think is the most essential leadership quality, especially in a rapidly changing world?

A great question. As a CEO, the most important aspect is internal leadership. It’s essential to ensure that your staff believes in the company’s vision and mission. This requires clear guidance and a positive mindset. At Classic Sri Lanka, we are fortunate to have Mr Yusuf, the visionary entrepreneur behind Expolanka and Classic Sri Lanka, whose leadership has been instrumental in shaping the company. Classic Sri Lanka will be celebrating its 30th anniversary this year, a testament to the positive framework established by our leadership. As CEO, it’s crucial to fostering a sense of family within the organisation, where all staff work together to drive the business forward.

Thank you, Mr Gajabahu, for joining us today and sharing your valuable insights. We truly appreciate your time and perspective on the tourism industry in Sri Lanka.