Abstract:
Sri Lanka’s vital tourism industry requires urgent revitalisation following recent
instability and economic challenges. The country holds a wealth of underutilised
cultural assets, including a rich history and a setting for celebrated literary works.
Addressing the strategic failure to capitalise on these powerful narratives, this study's
primary objective is to qualitatively explore how cinematic and literary stories can be
systematically used to diversify tourism products, strengthen the national brand, and
drive sustainable industry growth. Adopting an exploratory qualitative research
design, the study uses a thematic analysis of secondary data. The methodology
involved: first, identifying and analysing successful international case studies (e.g.,
New Zealand's 40% tourist surge post-The Lord of the Rings); second, reviewing
archival records of iconic films shot in Sri Lanka, such as The Bridge on the River
Kwai; third, analysing literary works by celebrated authors like Shehan Karunatilaka
and Michael Ondaatje. The thematic analysis involved generating focused codes such
as 'narrative potential', 'destination imagery', and 'cultural authenticity', which were
then synthesised into overarching themes. Findings confirm Sri Lanka has a rich
foundation for unique, story-driven travel. The potential lies in creating immersive
products, such as themed tours and literary cafes, by combining film and literary
tourism. Success is contingent on cultural authenticity, requiring the careful curation
of narratives to ensure a respectful representation of local culture. The primary
implication is that revitalising tourism through this niche requires a coordinated
national strategy involving government agencies, private sector stakeholders, and
local communities. By focusing on authentic storytelling, sustainable practices, and
proactive marketing, Sri Lanka can move beyond predictable offerings to enhance its
brand, foster equitable economic recovery, and build a stronger and more diverse
tourism sector.
