The global sports tourism business which is defined as either people been involved, observing or participating in a particular sport for leisure is valued at $600 billion. Sri Lanka Tourism will be focusing initially on this segment in the area of Golf and thereafter Surfing in partnership with Sri Lankan Airlines and the respective global bodies. This was announced by Chairman of Sri Lanka Tourism Promotions Bureau Dr Rohantha Athukorala at the launch of the Beach Boutique Hotel located in the outskirts of Pamunugama. The hotel is uniquely positioned boutique hotel where the water gushes underneath property believed to be a cave carved out by the sea.
Chairman Athukorala went on to comment that Sri Lanka tourism is in the concluding stages with Sri Lanka Cricket Board on how cricketing culture can foster tourism in the key markets of India, UK and Australia which are in the top ten tourism source markets for the country. The Chairman of Beach Boutique Hotel Deepthi Jayamaha mentioned that they started this venture as a holiday home for the family and then due to the demand up scaled it to boutique hotel. The insight shared by the Chairman SLTPB that 49% of the travellers into Sri Lanka are consumed by the informal sector is a key insight whilst 77% of them using digital media in the decision making process, with trip-advisor being a strong influence tells us what to do to fill our rooms he said.