Short-term and unsustainable plans for a tourism recovery, with narrow views on destination identity, can threaten the natural assets that Sri Lanka's tourism is branded on. On World Tourism Day 2024, we argue that its time for Sri Lanka to re-define tourism destination identities through an inclusive and imaginative approach. With examples from Kalpitiya and Yala, based on ongoing research, this article suggests the need to 'co-discover' destination identities with local stakeholders.

CSF Research Associate Senith Abeyanayake reflects on a recent engagement with tourism industry leaders for a panel on charting a nature-positive economic recovery for Sri Lanka's tourism. This is part of CSF's 'Perspectives Series' of articles.