By: Staff Writer
May 07, Colombo (LNW): As Sri Lanka’s tourism industry navigates an increasingly competitive global environment, attention is shifting from destinations to the people who shape visitor experiences. While the country continues to attract international interest with its natural and cultural offerings, maintaining that appeal now depends heavily on service quality and professional expertise.
In response to this evolving landscape, Jetwing Travels, in collaboration with the Colombo Academy of Hospitality Management (CAHM), has announced the launch of a Certificate Course in Inbound Travel and Tourism. The programme, beginning on 7 May 2026, represents a strategic effort to strengthen the industry’s human resource capabilities through a blend of academic learning and practical exposure.
The initiative reflects a growing recognition that tourism education must go beyond theory. As traveller expectations become more sophisticated, professionals in the sector must be equipped to translate knowledge into effective service delivery. This requires a dynamic approach where academic institutions and industry players work closely together to ensure relevance and adaptability.
The four-week course is designed to provide a comprehensive learning experience for a select group of participants drawn from both Jetwing Travels and CAHM. By combining classroom instruction with hands-on operational exposure, the programme aims to cultivate a deeper understanding of the complexities of inbound tourism.
Participants will explore a range of contemporary topics that are shaping the future of travel. These include eco and wildlife tourism, adventure travel, MICE and event management, experiential tourism, sustainability practices, and digital marketing strategies. Each area has been carefully selected to reflect current industry trends and emerging opportunities.
A key strength of the programme lies in its delivery model. Sessions will be led by industry practitioners who bring firsthand experience and insights into the learning process. This ensures that participants gain practical knowledge that is directly applicable to real-world situations, rather than relying solely on theoretical frameworks.
The inclusion of digital marketing highlights the increasing role of online platforms in influencing travel decisions. In an era where visibility and storytelling are crucial, destinations must be effectively positioned to attract and convert potential visitors. At the same time, the focus on sustainability underscores the importance of responsible tourism and long-term industry resilience.
The programme will also incorporate a merit-based selection process, assessing candidates on factors such as communication skills, motivation, analytical ability, and career potential. This approach is intended to identify individuals who can contribute meaningfully to the future of the industry.
By combining Jetwing Travels’ operational expertise with CAHM’s academic foundation, the initiative represents a forward-thinking investment in human capital. It signals a clear shift in priorities within Sri Lanka’s tourism sector, where the quality of people is becoming as important as the appeal of destinations themselves.