The session began with an overview of recent developments in Germany and their relevance to the tourism sector. Despite ongoing economic uncertainty and rising cost pressures, travel remains highly important for German consumers. At the same time, security awareness has increased, and digitalization continues to shape the travel experience, with many travellers using online platforms and digital services for planning and booking. The growing role of artificial intelligence in comparing destinations, organizing travel, and booking accommodation was also highlighted.
A central focus of the meeting was an expert presentation by Ms. Maya Karunaratne on developing meaningful ESG strategies in the tourism sector. The presentation emphasized that ESG should be understood not merely as a communication or reporting tool, but as a comprehensive framework for sustainable business development. For tourism companies, ESG considerations are particularly relevant in areas such as renewable energy, water management, employment practices, data protection, and responsible operations.
The discussion further explored how ESG can support Sri Lanka’s positioning as a high-quality sustainable tourism destination, particularly for Western travellers. Participants noted that a stronger ESG focus could also contribute to greater resilience during periods of disruption and support faster recovery from external crises. At the same time, members discussed practical challenges in implementing ESG measures, including difficulties related to environmental standards, social initiatives, and attracting a more diverse workforce. Waste management was identified as an area requiring broader public sector engagement and coordinated action.
Members also exchanged updates on the current sector outlook. The discussion reflected the impact of global uncertainty on travel demand, including booking cancellations, lower summer expectations, and an increase in last-minute travel decisions. Participants expressed cautious optimism that booking numbers may normalize towards the end of the year.
AHK Sri Lanka looks forward to continuing its engagement with the Tourism Sector Committee and supporting constructive dialogue, knowledge exchange, and cooperation between Sri Lankan and German tourism stakeholders.