Fri Oct 25 01:17:25 UTC 2024: **Summary of the News Article:**

– **Leadership Change in Sri Lanka Tourism:** The newly appointed leadership of Sri Lanka Tourism, represented by SLITHM and SLCB Chairman Dheera Hettiarachchi, aims to significantly boost the tourism industry.

– **Ambitious Targets:** The goals include attracting 4 million tourists and generating $8.5 billion in revenue over the next five years.

– **Focus on Quality Over Quantity:** The leadership is shifting from the previous focus on sheer visitor numbers to enhancing the quality of tourist experiences and ensuring long-term sustainability.

– **Increased Tourist Spending:** Plans to increase daily tourist spending from $169 to $250 by 2030, while also emphasizing the doubling of human capital in the industry.

– **Strategic National Tourism Policy:** The new policy is based on five pillars: visionary leadership, sustainable use of natural and cultural heritage, human capital development, innovative tourism products, and strategic marketing.

– **Addressing Overcrowding:** Hettiarachchi acknowledged issues related to overcrowding at popular tourist sites, advocating for sustainable management of these sites for future generations.

– **Innovation and Research Development:** There is a call for innovation in tourism offerings and for local universities to engage in research and development, an area noted as neglected in the past.

– **Potential for MICE Tourism:** The leadership sees potential for Sri Lanka to develop as a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination alongside traditional leisure tourism.

In summary, the new leadership is advocating for a strategic, quality-focused approach to tourism aimed at sustainable growth and enhanced visitor experiences.

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