A Nationwide Movement for Sustainable Tourism and Youth Empowerment

University of Colombo is set to mark the United Nations World Tourism Day 2025 with a bold and inclusive national initiative that brings together government, academia, industry, and youth.

Under the theme “Tourism and Sustainable Transformation,” the Ministry of Tourism, Sri Lanka Tourism Development Authority (SLTDA), Sustainable Tourism Unit and the Alumni Association of Tourism Economics and Hospitality Management (Alumni ATEHM) of the University of Colombo have joined forces to launch a series of events that will span from August through September, culminating in a grand celebration starting from 27^th  to 1^st of October, 2025, at the One Galle Face and Bandaranaike Memorial International Conference Hall (BMICH) in Colombo.

This year’s celebration is more than a ceremonial observance—it is a call to action. The program is designed to ignite a nationwide movement that fosters awareness, education, and innovation in tourism, with a strong emphasis on sustainability and youth engagement. The initiative will feature a wide array of events, including an island wide inter-school tourism competition, a tourism travel mart, a job fair and career guidance expo, and two flagship events: The International Tourism Research Conference (ITRC) and the International Tourism Leaders’ Summit (ITLS) where a galaxy of distinguished international professors and academics, representing over 20 countries from around the globe, will be participating.

The inter-school tourism competition will serve as a cornerstone of the celebration, introducing Junior Tourism Clubs in schools across the country. These clubs will provide students— particularly those above Grade 9—with early exposure to the hospitality industry through theoretical understanding, practical training, and mentorship from industry leaders. The national finals of the competition will take place on September 25 and 26 at One Galle Face in Colombo, featuring contests in culinary arts, housekeeping, food and beverage service, and destination promotion.

Running concurrently with the school competitions, the Tourism Travel Mart will offer a dynamic platform for B2B and B2C engagement. Industry stakeholders—including hotels, travel agencies, eco-tourism operators, cultural curators and any other stakeholder engaging in tourism sector will come together to network, showcase innovations, and explore collaborative opportunities. On September 26, the venue will also host the Tourism Job Fair and Career Guidance Expo, aimed at bridging the gap between aspiring professionals and the tourism industry. This event will feature career booths, workshops, and onsite interviews, empowering students and early-career professionals to explore viable career paths in tourism and hospitality including Listen to experts, sessions and mentoring sessions.

The celebrations will reach their pinnacle on October 1^st with the International Tourism Research Conference and the International Tourism Leaders’ Summit at BMICH. These prestigious events will bring together global and local thought leaders, researchers, policymakers, and practitioners to engage in meaningful dialogue on the future of sustainable tourism. The focus will be on knowledge exchange, policy innovation, and collaborative strategies to ensure a resilient and inclusive tourism sector.

This ambitious initiative is made possible through the collaborative efforts of a wide range of stakeholders. The Ministry of Tourism provides policy oversight and coordination, while SLTDA and the Sri Lanka Tourism Promotion Bureau (SLTPB) lead national coordination and promotional campaigns. The University of Colombo’s Sustainable Tourism Unit and the Alumni Association of Tourism Economics and Hospitality Management (Alumni ATEHM) serve as the intellectual and organizational core of the program. The other state/ non state universities conducting tourism study programs will contribute intellectually towards the success of the program. Key industry associations including SLTDA, SLITHM, SLAITO, THASL, CHSGA, and ASMET offer technical expertise, event support, and industry insights. Provincial tourism bodies are also playing a vital role in executing regional programs and ensuring broad participation from across the country.

With just 125 days remaining until World Tourism Day, the organizing committee calls on all stakeholders, government agencies, educational institutions, industry leaders, and the public—to unite in support of this transformative initiative. Together, Sri Lanka can position itself as a regional leader in sustainable tourism, showcasing the power of collaboration, education, and innovation.

Let us meet the moment—together