An accomplished entrepreneur, consultant, and thought leader, specialising in climate-responsive tourism investment, sustainable tourism development, and strategic regional planning Dr. Samantha Pathirathna is the Chairperson and Managing Director of Eco Treats Tourism Private Limited.
Dedicated to transforming tourism landscapes through innovative investment strategies, sustainability-focused initiatives, and stakeholder-driven policy development, his 25 years of leadership in strategic planning is exemplified by his role as Chairperson and Lead Consultant of PASS Asian Pvt Ltd, a premier research, consultancy, and training firm in Sri Lanka, driving impactful solutions since its founding in 1999.
With a PhD in Economics, an MBA in Management of Technology, multiple postgraduate diplomas in Economic Development and Corporate Finance, and a B.Sc. in Agriculture specialising in Agricultural Economics, Dr. Pathirathna blends academic excellence with practical leadership.
His expertise extends across investment feasibility assessments, climate-smart tourism planning, MSME empowerment, and digital strategy implementation. He is currently serving as a Sustainable Tourism Expert for the Asian Development Bank’s Integrated Climate Responsive Investment Planning (TA 9700), contributing to regional technical assistance initiatives that enhance climate-smart tourism development and investment strategies.
Dr. Pathirathna plays a pivotal role in tourism governance, serving as a volunteer contributor for SLTDA’s Tourism Formalization and Health & Wellness Tourism Committees, shaping policies that enhance industry standardisation and wellness-oriented tourism growth.
As a Strategic Marketing Planning Committee Member for SLITHM, he actively influences curriculum revisions, ensuring alignment with emerging tourism trends and market demands. His leadership extends to directing and managing high-value tourism ventures, including serving as Director of The River Gates Villa Pvt Ltd, and Senior Research Associate for Risk Management Associates Inc, USA.
His strategic foresight has led to impactful collaborations with international organizations such as the World Bank, ADB, USAID, UNDP, ILO, UNIDO, WFP, JICA, and UNFPA, contributing to investment planning, tourism development, and MSME support. Beyond consultancy,
Dr. Pathirathna is an Airbnb Superhost Ambassador and Host Community Leader for Sri Lanka, fostering digital hospitality excellence and market positioning for tourism assets. His accolades include the Gold Medalist – Tourism Entrepreneur – International MSME Day 2025, Western Province Entrepreneur of the Year 2024 Merit Award and a Sri Lanka Tourism Awards 2024 nomination for Tourism Entrepreneur of the Year, alongside global recognitions such as the US-SL Fulbright Scholarship on small business administration, Fordham University ID Scholarship, and The Outstanding Young Person of Sri Lanka (TOYP) Award.
Dr. Pathirathna remains at the forefront of sustainable tourism innovation and investment planning. His ability to integrate climate-smart policies, facilitate stakeholder engagement, and drive strategic marketing initiatives makes him a valuable partner in policy development, investment feasibility studies, and tourism sector growth strategies.
And it is the latter -the Tourism Sector Growth strategies that we sat him on the HOTSEAT this week, to find out more.
Q. With such a wealth of knowledge and expertise in the field, can you enlighten us on the Tourism sector Growth strategies that we are now on or should be concentrating on?
A. Sri Lanka’s tourism sector is entering a new era—guided by visionary leadership and the new National Tourism Policy, which lays out strategic priorities for a more inclusive, resilient, and sustainable future. This policy framework provides the foundation for a transformative journey, one that redefines tourism not merely as an economic activity, but as a vehicle for ecological stewardship, cultural preservation, and community empowerment.
Climate resilience is another critical pillar. As Sri Lanka faces increasing climate-related challenges—from coastal erosion to water scarcity—tourism must adapt. Climate-smart design in accommodations and transport, diversification into inland and agro-tourism experiences, and capacity-building for local stakeholders are essential strategies. A climate-resilient tourism sector not only safeguards livelihoods but also enhances the visitor experience through innovation and foresight.
Empowering micro, small, and medium enterprises (MSMEs) and inclusion of women, youth, persons with disabilities and other vulnerable segments in the community is central to achieving inclusive growth.
Sri Lanka must also reposition itself as a premium destination for high-end, low-impact tourism. Discerning travellers increasingly seek authenticity, exclusivity, and meaningful engagement.
Nature-based solutions offer a compelling framework for tourism and beyond. Investments in ecosystem restoration, green infrastructure, and conservation-linked enterprises not only enhance tourism assets but also mitigate climate and disaster risks.
Q. You are currently serving as a Sustainable Tourism Expert for the Asian Development Bank’s Integrated Climate Responsive Investment Planning (TA 9700), to enhance climate-smart tourism development and investment strategies, what are the climate- smart tourism development strategies we need to adopt or lagging behind?
A. It represents a truly collaborative effort, where I have had the privilege of leading the tourism component alongside a multidisciplinary team of experts specialising in agriculture, irrigation, biodiversity, physical planning, human settlements, and hazard mapping. This Regional Technical Assistance (TA) initiative is a remarkable and timely support extended to Sri Lanka by the Asian Development Bank, offering an integrated framework to guide climate-responsive investment planning across sectors and nine provincial geographical boundaries.
Climate-smart tourism is no longer a peripheral ambition—it is a strategic imperative for Sri Lanka’s sustainable development. This approach is closely aligned with key national and international policy instruments, including the National Physical Plan (NPP), National Adaptation Plan (NAP), Provincial Adaptation Plans (PAPs), and Sri Lanka’s Nationally Determined Contributions (NDCs) under the Paris Agreement.
To realise the full potential of the new National Tourism Policy, several climate-smart strategies must be prioritised. First, climate risk assessments must be embedded in tourism planning and investment decisions, with hazard mapping and ecosystem sensitivity analysis guiding infrastructure development—especially in vulnerable coastal and biodiversity-rich areas.
Second, the shift to low-carbon operations must be accelerated through renewable energy adoption, electrified transport, and energy-efficient design, supported by expanded access to green finance and technical assistance for MSMEs.
Third, nature-based solutions such as mangrove restoration, watershed protection, and agroforestry should be institutionalised within destination development plans, offering both climate resilience and enriched visitor experiences. Fourth, inclusivity must be at the core of climate-smart tourism.
Communities in climate-sensitive regions need vocational training, climate literacy, and access to decision-making platforms, with special attention to empowering women, youth, and indigenous groups.
Finally, robust data systems and digital platforms are essential for adaptive management, enabling real-time monitoring, stakeholder coordination, and transparent progress tracking.
Q. What do you describe as high-value tourism ventures?
A. High-value tourism ventures in Sri Lanka are those that deliver significant economic, social, and environmental benefits while minimizing adverse impacts.
These ventures typically cater to affluent, experience-driven travellers who spend more per visit and tend to stay longer. By focusing on quality over quantity, they help reduce pressure on local resources while increasing per capita tourism revenue.
Sustainability is a core feature of high-value tourism in Sri Lanka. Examples include eco-lodges near Sinharaja Forest Reserve and luxury glamping sites around the Yala National Park, which combine environmental conservation with premium visitor experiences.
Wellness and cultural immersion also define high-value tourism. Ayurvedic retreats, heritage tours, and community-based experiences—such as village homestays or artisanal workshops—offer travellers authentic engagement with Sri Lanka’s rich traditions.
Additionally, strategic infrastructure developments like Port City Colombo’s Special Economic Zone are attracting investment in high-end hospitality, retail, and services, positioning Sri Lanka as a regional hub for luxury and business tourism.
Q. You are in the SLTDA’s Tourism Formalization and Health & Wellness Tourism Committees, shaping policies that enhance industry standardisation and wellness-oriented tourism growth. As you know the latter – wellness sector is a high revenue generating industry today. Could you tell us your views on this and how Sri Lanka can best derive from this sector for the industry?
A. Yes, wellness tourism holds immense potential for Sri Lanka, and I believe we have yet to fully realise its value. With our rich traditions in Ayurveda, natural healing, meditation, and holistic wellbeing, Sri Lanka is uniquely positioned to become a leading destination for wellness-oriented travel.
The global wellness tourism industry is a high-revenue sector, and tapping into it can significantly elevate our tourism earnings while promoting sustainable, culturally rooted experiences.
As a member of SLTDA’s Tourism Formalisation and Health & Wellness Tourism Committees, I am pleased to share that we are currently drafting a smart guide aimed at absorbing a wide spectrum of wellness and health tourism ventures.
Q. What do you think we need to do in the sphere of the MSME’s to be a catalyst in transforming Sri Lanka into a robust tourism-driven economy?
A. To transform Sri Lanka into a robust tourism-driven economy, empowering Micro, Small, and Medium Enterprises (MSMEs) must be a cornerstone of national strategy. MSMEs account for over 90% of non-agricultural enterprises and contribute nearly 52% to the country’s GDP (Department of Census and Statistics, 2021), yet their potential in tourism remains under-leveraged.
As per my understanding, the Government is actively engaging in MSME support through various initiatives, including formalisation programs, capacity-building efforts, and digital empowerment.
It is critical to provide MSMEs with accessible credit facilities and a supportive enabling environment—across national, provincial, and local Government authorities (LGAs). This includes streamlining licensing, offering business development services, and fostering public-private partnerships that connect MSMEs to markets and infrastructure.
Q. How does Sri Lanka fare in the advanced sustainable tourism practices?
A. One of the most notable achievements is the introduction of the National Sustainable Tourism Certification Scheme (NSTCS) by the Sri Lanka Tourism Development Authority (SLTDA), developed in alignment with the Global Sustainable Tourism Council (GSTC) criteria. This certification encourages tourism enterprises to adopt environmentally responsible, socially inclusive, and culturally sensitive practices. Over 100 SMEs have already been certified, marking a positive shift towards formalised sustainability standards in the sector. In the financial sphere, Sri Lanka has taken a progressive step with the Green Finance Taxonomy introduced by the Central Bank. This framework guides investments into climate-friendly and sustainable activities, including tourism, and supports the country’s broader transition to a low-carbon economy. Renewable energy loan schemes—such as those supporting rooftop solar installations—have enabled tourism businesses to reduce their carbon footprint and operational costs, contributing to cleaner energy adoption.
Sri Lanka still faces significant gaps in implementing advanced sustainable tourism practices. A zero single-use plastic (SUP) policy has yet to be enforced across the tourism sector, which is critical for protecting marine and terrestrial ecosystems. The integration of technology and traditional ecological knowledge for resource efficiency remains limited, especially in areas like water conservation, energy use, and biodiversity protection. Waste management systems are uneven across destinations, and certain outdated practices—such as the use of kerosene-powered boats in lagoon and river-based tourism—continue to undermine sustainability goals. Transitioning to electric boats would be a transformative step, reducing emissions and enhancing the eco-tourism experience.
Sustainability is not just the future—it is the foundation of resilient business and responsible citizenship. To achieve this, we need a deep attitudinal shift and a genuine commitment across all levels of society.
Q. What are your views on harnessing the role of Online Travel Agencies ( e.g. Airbnb) in promoting tourism?
A. Online Travel Agencies (OTAs), such as Airbnb, Booking.com, and Expedia, play a transformative role in promoting tourism globally—and Sri Lanka stands to benefit immensely from strategically harnessing their potential. These platforms serve as powerful digital marketplaces, offering travellers seamless access to accommodations, experiences, and services. According to Expedia Group’s 2023 Path to Purchase Report, OTAs account for over 50% of online accommodation bookings worldwide, underscoring their influence in shaping travel decisions.
Anyone in Sri Lanka can list their home, tourism experience, or service within minutes, making it especially valuable for MSMEs and grassroots entrepreneurs. New hosts are supported by experienced peers and guided through the Airbnb Host Community Club in Sri Lanka, fostering a culture of shared learning and continuous improvement.
For MSMEs, wise use of such digital platforms can lead to increased bookings, diversified income streams, and stronger resilience. Moreover, by participating in global networks of similar tourism MSMEs, Sri Lankan operators gain access to shared learning, best practices, and innovation, enhancing service quality and competitiveness.
Q. What type of entrepreneurship do we encourage to foster innovation and inclusive economic participation?
A. Community-based entrepreneurship empowers local populations—particularly women, youth, and rural communities—to actively participate in the tourism and service economy. By building on local knowledge, traditions, and resources, these ventures create meaningful livelihoods while preserving cultural heritage. Green entrepreneurship, meanwhile, focuses on sustainability, encouraging ventures in eco-tourism, organic agriculture, renewable energy, and circular economy models. These businesses contribute to climate resilience and environmental stewardship, making them essential for long-term economic and ecological health.
Digital entrepreneurship leverages technology to expand market access, improve efficiency, and foster innovation. From e-commerce platforms and mobile apps to smart tourism tools and digital storytelling, tech-enabled ventures allow MSMEs to compete globally and connect with new customer segments.
Q. Skills development is crucial, are we prepare to meet evolving industry demands?
A. The country’s transition from an agriculture-based economy to one driven by services and high-value industries requires a skilled, adaptable labour force. However, there is a persistent mismatch between the skills produced by the education system and those required by employers, particularly in sectors like tourism, IT, manufacturing, and engineering.
The Government has taken steps to address these challenges through the National Development Plan for the TVET Sector (2023–2027), which emphasises accessibility, industry linkages, curriculum innovation, and digitalisation.
The plan aims to align vocational training with labour market needs and includes over 3,000 accredited courses under the National Vocational Qualification (NVQ) framework. Additionally, initiatives like SLASSCOM’s Employability Skills Survey 2024 highlight the growing demand for digital, analytical, and AI-related skills in the IT sector, reinforcing the need for continuous reskilling and upskilling.
Traditional training approaches often fall short in preparing individuals for the dynamic, service-oriented nature of tourism, where versatility and cross-functional competence are essential.
The Sri Lanka Tourism Development Authority (SLTDA), with support from the Asian Development Bank (ADB), has launched a dedicated e-Learning platform for tourism MSMEs. The courses are available in Sinhala, Tamil, and English, ensuring accessibility for diverse learners across the country.
Q. What would be your message to others in the Industry?
A. I warmly invite each of you to become part of Sri Lanka’s tourism journey—because tourism is not just the future of our nation, it’s the future of the world. Whether you have a spare room to offer as a homestay, a talent for cooking, photography, hiking, or storytelling, your passion can be transformed into meaningful income and unforgettable experiences. Tourism welcomes everyone—with heart, with purpose, and with possibility.
So, step in with genuine love for people, nature, and the universe. When embraced with care, responsibility, and creativity, tourism becomes a magical industry—one that uplifts lives, preserves heritage, and connects us all. Let’s build that future together.
