Sri Lanka Tourism has formally endorsed a landmark initiative led by rights organisation EQUAL GROUND to promote and develop LGBTIQ tourism in the country, a move seen as both progressive and commercially strategic for an industry seeking to diversify its markets and rebuild after ears of disruption.
In an official letter to EQUAL GROUND Executive Director Rosanna Flamer-Caldera, Sri Lanka Tourism Chairman Buddhika Hewawasam praised the proposal, highlighting its potential to strengthen the island’s position as a safe and inclusive destination.
“We recognise the potential of this project to diversify our tourism markets and position Sri Lanka as a safe, inclusive and welcoming destination for all travellers,” Hewawasam wrote, adding that the project aligns with Sri Lanka’s broader strategy of expanding its global tourism footprint.
The programme, built around principles of Diversity, Equity and Inclusion, is structured into six components including stakeholder engagement, training and awareness programmes, job creation, and international promotional linkages.
Sri Lanka Tourism has granted EQUAL GROUND authority to liaise with hotels, tour operators, training institutions, guides and drivers to conduct training and awareness initiatives across the industry.
In addition, the organisation will be included in Sri Lanka’s participation at international tourism fairs and global LGBTIQ travel networks in collaboration with the Sri Lanka Tourism Promotion Bureau, providing visibility in a niche but fast-growing market segment.
The endorsement also confirmed that EQUAL GROUND will have opportunities to present the initiative to President Anura Kumara Dissanayake and senior cabinet ministers, with Sri Lanka Tourism pledging support to facilitate such high-level engagements.
“We look forward to working closely with EQUAL GROUND to ensure the success of this initiative, which we believe will contribute significantly to Sri Lanka’s tourism development and economic growth,” the letter stated.
The timing of this development is significant. Globally, the LGBT tourism market was valued at over USD 320 billion in 2024 and is projected to grow at nearly seven percent annually through 2033.
Travellers in this segment are often seen as high-spending, loyal customers who actively seek destinations that embrace inclusivity and safety. For Sri Lanka, which is attempting to move beyond its reliance on traditional sun-and-beach tourism and rebuild its reputation after years of economic and political turmoil, tapping into this market could deliver both financial and reputational dividends.
Domestically, EQUAL GROUND’s Mapping LGBTIQ Identities in Sri Lanka research found that around 12 percent of surveyed respondents across all districts identified as LGBTIQ, suggesting a local community of nearly 1.5 million people who could also benefit from greater inclusion in tourism and hospitality. Yet challenges remain.
A 2025 study on hindering factors in LGBT tourism highlighted persistent obstacles such as social stigma, harassment, and lack of awareness, particularly outside urban centres.
Meanwhile, colonial-era laws criminalising same-sex relations remain on the statute books, even if they are rarely enforced. International watchdogs have noted that legal uncertainty, coupled with reports of discrimination in housing, education and law enforcement, could deter some visitors.
Against this backdrop, Sri Lanka’s official embrace of LGBT-inclusive tourism marks a noteworthy shift. If implemented sincerely, with industry buy-in, effective training and progress toward legal reforms, the partnership between Sri Lanka Tourism and EQUAL GROUND could help the island carve out a competitive niche in a booming global travel sector, while also signalling a broader commitment to inclusivity and social progress at home.
