Sri Lanka: A destination poised for Halal Tourism Growth

As the global halal travel market continues its impressive growth, Sri Lanka is something of a surprising place to have emerged as a top-tier destination. Beyond its stunning natural beauty, what stands out is the care they show in welcoming halal-conscious travellers. It has always been known as the land of sun, sand, and sea, to go along with its cricketing appeal.

At Halal Travel Network (HTN), we have always been passionate about exploring destinations that are not on the traditional first-choice list of holiday getaways for Muslim tourists and then working with key stakeholders to determine how we, as an organisation, can assist and refine their approach in catering to halal tourism. Before jetting off to Sri Lanka, I thought there would be a lot of work needed to make it more halal-friendly.

However, having just returned from the country, I can personally attest to the dedicated efforts and robust infrastructure being put in place by Sri Lanka's leading tourism authorities and private sector innovators. Our readers can take encouragement from these efforts, which signal a prime opportunity for travel trade partners to tap into this growing halal market.

Uncovering Sri Lanka's Halal Commitment

Rare sight of a leopard as captured during a visit to Wilpattu National Park (photo: Shebs Alom)

I had the pleasure and the privilege of travelling around Sri Lanka for two weeks with Sarangi Thilakasena, Deputy Director of Marketing at Sri Lanka Tourism, who passionately articulates her role in promoting the island nation. She’s been making television appearances on Good Morning Britain on ITV and is the go-to person for all other media queries. Having her insights throughout the tour was fantastic, providing us with firsthand knowledge here at HTN. 

“Promoting a destination is an honourable dream, and I am living that dream and living that life. Sri Lanka is one of the most beautiful destinations in the world, if I must say. My responsibility is to promote the destination, do a bit of diverse marketing to be up with the competition, and I am doing all of that with enthusiasm,” Thilakasena explained.

Thilakasena acknowledges the formidable challenges Sri Lanka has overcome. "We have gone through a lot as a destination. We have faced a tsunami, a 30-year conflict, and the COVID pandemic. We faced numerous challenges to get where we are today. We have shown great resilience as a destination. We are now looking at different types of travellers, or different segments of travellers to bring down to Sri Lanka, and halal travellers will be our main focus for the next few years."

She further emphasises the shift in promotional strategy. "Sri Lanka as a destination has been known over the years because of cricket, and sun, sand, and sea destination. However, we must move forward from this and focus on immersive travel. An experience-based travel, and this will take us forward for the next few decades."

For halal-conscious travellers, Sri Lanka offers a reassuring promise, and it was something that surprised me. “Sri Lanka has always been an all-inclusive destination, including halal. 99% of our hotels are certified for halal tourism. Wherever you go as a halal traveller, you will always experience the real Sri Lanka, catering to your needs. It is assured from our side. We have had so many halal-conscious travellers from the UAE, Malaysia, and South Asian countries. All our hotel staff and proprietors are certified halal outlets, which is verified by the tourism board. We are giving them necessary training and exposure to cater to the halal travellers," Thilakasena confirms.

One of the most well-known temple in Sri Lanka, Nallur Kandaswamy Temple (photo: Shebs Alom)

Regarding the UK market, Thilakasena notes, "In the UK, we have had about 3-4% of our overall general travellers. But we want to grow that number. Make them aware that your needs will be served when you come here as a Muslim traveller. That is in place." To achieve this growth, the Sri Lanka Tourism Board is actively engaging with halal-specific media. "We have always worked with halal-specific media in the past, especially from the Muslim world. We are working with you to promote it this time around. But we need to work more to emphasise that we are a destination that caters to their needs. We are open to the media visiting Sri Lanka. We will host them on tours like we have done with you, and how this halal travel is catered." 

Recent television promotions have yielded significant positive feedback. "We have had an overwhelming response, and people are so surprised and happy to see what Sri Lanka has to offer, especially for halal tourism," Thilakasena reports.

Sustainability is also a core focus for Sri Lankan tourism, as Thilakasena elaborates. "Soon after the pandemic, Sri Lanka's main tourism concern was promoting sustainable travel. Delivering an immersive experience for the traveller is important, but we are working hard to ensure there are sustainable elements to it. We offer certified eco-tourism experiences and provide significant support to the community in developing sustainable experiences. So that is all in place, and hand in hand with halal tourism.” 

She also highlights the cultural connection, stating, "Sri Lanka and England have had a major impact through cricket, and it’s had a major part in tourism. We use it as a bridge between the two countries. And, I love cricket and I played professionally.”

What are the leading hotel chain & tour operators saying?

Blue Lanka Tours are a leading tour operator and accommodate for halal-conscious travellers (photo: Manodya Tennakoon)

With this invaluable insight from the Deputy Marketing Director of Sri Lanka, what about the tours themselves? How confident would you feel in getting the best service as a halal-conscious traveller? 

Leading tour operators, such as Blue Lanka Tours, are also fully equipped to cater to Muslim travellers. Dinesh N. Perera, Managing Director, emphasises the ease of travel for Muslim visitors. One of his trusted tour guide, Dilshan Rajudeen, who was a charming individual guiding me throughout the tour, told me, "I am a Muslim, and of course I travel around Sri Lanka, and I am able to abide by my religion and faith. Eating anywhere is not a problem for me, especially when we take tour groups around Sri Lanka. When you book a tour with us and you’re a Muslim traveller, there is nothing to worry about. We can factor in prayer times; we will ensure that if you are a woman, you receive the respect you deserve. We are here to cater for all, especially halal travellers, because we have a population here that is Muslim and we like to make sure they feel included."

The commitment to halal-certified provisions extends to the hospitality sector, as Thilakasena alluded to. Anthony Ferdinand, General Manager at Jetwing Vil Uyana, part of the Jetwing Hotel chain, explained the robust supply chain in place for catering to their hotels. “There are four main farms around Sri Lanka that cater for businesses, and they are all halal-certified. This is because of the 10% Muslim population. We at Jetwing use one specific farm, and they provide all of our meat and chicken to all 37 Jetwing hotels across Sri Lanka. We feel as though it's a necessary business element to have to make sure that our Muslim population in Sri Lanka don’t feel excluded, and this therefore makes it easier for Muslim tourists to come over and experience the fine dining that we have on offer."

Halal Certified & Ready

Shebs catching the wild elephants at Minneriya/Eco National Park (photo: Shebs Alom)

Further insights came from Mafaz Mashood, Director of Aventra Travels Pvt Ltd, a Muslim-owned Destination Management Company. Mashood, with over 25 years of experience and academic credentials, details his role to me. ”I serve as the Director and Head of Marketing at Aventra Travels (Pvt) Ltd., a Muslim-owned Destination Management Company in Sri Lanka. My day-to-day responsibilities include overseeing international market development, identifying strategic partnerships, attending global trade fairs (such as the recent Arabian Travel Market), and curating innovative, halal-friendly, and sustainable travel experiences for inbound travellers."

Mashood reiterates Sri Lanka's strategic shift. "Sri Lanka has shown remarkable resilience, having overcome challenges such as the civil war, COVID-19, and a recent economic crisis. Under a stable government, the country is now repositioning itself by shifting away from mass tourism and focusing on high-value, niche segments. These include wellness tourism, eco and wildlife experiences, adventure travel, cultural immersion, and faith-based tourism. The government also arranges road shows and participates in trade fairs in potential countries to position Sri Lanka as a must-visit destination. This strategic direction highlights Sri Lanka’s diverse offerings and positions it as a must-visit destination for conscious and meaningful travel in 2025 and beyond."

Gaining more insights from Mashood, Aventra Travels have positioned themselves as central to this initiative. "As a Muslim-owned and Muslim-led company, Aventra is at the forefront of halal-friendly tourism in Sri Lanka. We have already welcomed several groups from countries such as Singapore and Malaysia, and are expanding to the UK, Australia, and the Netherlands. We offer specially designed packages, including Qurban Tours, Orphanage Tours, Muslim Heritage Tours, the Ibn Battuta Trail, Eastern Province Educational Tours, and a visit to the Indonesia Flight Crash Memorial site."

He continued to tell me, "These itineraries are curated with full cultural and spiritual consideration—halal-certified meals, prayer stops at mosques (including those with women’s facilities), Muslim-friendly hotels, and trained Muslim guides. We also ensure that prayer times are respected and other religious and cultural sites are visited respectfully."

Kadurugoda ruins in Jaffna (photo: Shebs Alom)

Mashood informed me that collaboration is a key component of Aventra's strategy, a point also reiterated by Sarangi Thilakasena from the Sri Lanka Tourism Board. ”We actively collaborate with Muslim-friendly travel agents across the globe and are currently working with CrescentRating Singapore to position Sri Lanka as a halal destination. Last November, we hosted Mr. Samad Afandie, a respected Muslim travel journalist from Singapore Press Holdings, to experience and promote halal tourism in Sri Lanka."

He continued, "Our halal-friendly travel advisor, Mr. Irshad A. Cader, is a renowned consultant based in Australia. We are also in discussions with government authorities to implement halal-friendly amenities across national carriers, highways, hotels, and key attractions. Furthermore, we’re building connections through the HTN’s members, and Sister Hafsa is one of them who introduced you, and is currently organising a women-only Muslim tour from the UK."

Mashood also highlights Aventra's commitment to sustainability and regeneration, similarly to the Tourism Board. “Sustainability and regeneration are at the heart of everything we do. We actively preserve Muslim traditions by showcasing cultural performances. Our Qurban Tours benefit displaced Muslim refugee communities in Puttalam, whilst Orphanage Tours bring joy to children and financial support to underprivileged institutions and schools."

"We have opportunities to source meals from home-based halal kitchens, empower local women, and support female artisans through the purchase of their handicrafts. We promote environmental stewardship through visits to turtle hatcheries, plastic-free travel practices, and avoidance of over-tourism hotspots," explained Mashood.

In conclusion, Mashood articulates Aventra's guiding principle. “At Aventra, we believe tourism should leave every place better than we found it—uplifting lives, honouring cultures, and nurturing the natural world."

A Promising Future for Halal Tourism in Sri Lanka

Another rare sight to see a Sloth Bear at Wilpattu National Park (photo: Shebs Alom)

It was so beneficial to gain the perspectives of these key individuals who are central to the promotion and elevation of halal tourism. Their opinions and my firsthand experience whilst travelling around this beautiful island paint a clear picture of a nation that is ready and eager to welcome halal-conscious travellers. 

I gained a diverse array of experiences backed by robust infrastructure, dedicated services, and a deep commitment to cultural and religious inclusivity, all whilst embracing sustainable tourism practices. The island nation is poised to become a leading destination for the global halal travel market in the years to come. At HTN, we are eager and ready to be part of that journey.

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