Sri Lanka’s tourism story has long been shaped by its breathtaking landscapes, vibrant culture, and warm hospitality. Still as the global travel market grows more competitive, industry leaders are turning their attention to a less visible but far more decisive factor: the people who bring these experiences to life.
Recognizing this shift, Jetwing Travels has partnered with the Colombo Academy of Hospitality Management (CAHM), which is affiliated with the William Angliss Institute, to introduce a Certificate Course in Inbound Travel and Tourism. Scheduled to launch on 7 May 2026, the programme signals a new direction in how the industry prepares its workforce.
At its core, the initiative acknowledges a growing reality: attracting visitors is no longer the main challenge. Delivering consistently high-quality experiences that match global expectations is where the real test lies. Industry stakeholders increasingly agree that this can only be achieved through a workforce that blends academic knowledge with practical expertise.
The four-week programme has been carefully structured to reflect this need. It brings together a select group of Jetwing Travels associates and CAHM students, creating a learning environment that combines classroom theory with real-world exposure. Participants will explore emerging and high-demand sectors such as eco and wildlife tourism, adventure travel, MICE (meetings, incentives, conferences, and exhibitions), and experiential tourism.
What sets this course apart is its delivery. Rather than relying solely on traditional teaching methods, sessions will be led by active industry professionals. This ensures that participants gain firsthand insights into the complexities of destination management and the rapidly evolving expectations of international travellers.
Digital transformation also plays a central role in the curriculum. With travel decisions increasingly influenced by online visibility and storytelling, digital marketing has become a critical skill. The programme addresses this shift, equipping participants with the tools to position Sri Lanka effectively in a crowded global marketplace.
Equally significant is the focus on sustainability. As travellers become more conscious of environmental and social impact, the industry must adapt by prioritizing responsible practices. By embedding sustainability into the training, the initiative aims to foster a long-term approach to tourism development.
Beyond its immediate impact, the programme is designed as an annual initiative with a merit-based selection process. Participants will be chosen based on motivation, communication skills, analytical thinking, and career potential ensuring that those who take part are aligned with the future needs of the industry.
Ultimately, this collaboration reflects a broader shift in mindset. Tourism is no longer defined solely by destinations, but by the quality of expertise behind them. By investing in talent development, Jetwing Travels and CAHM are helping to build a more resilient, competitive, and future-ready tourism sector in Sri Lanka.