AN ELITE PERSPECTIVE

Featuring Dimitri Cooray

As the Managing Director at Jetwing Hotels, Mr. Cooray strives to advocate for a "quality over quantity" approach in regard to Sri Lankan tourism, emphasising high-value guest experiences that honor the island's natural and cultural heritage. Ceylon LUXE is honoured to feature his perspective on luxury tourism and illustrate an insight into his valuable experience.

What has been your biggest challenge in marketing Sri Lanka as a top-tier luxury destination to a skeptical international audience, and how did you overcome it?

“Internationally, Sri Lanka was often seen rich in culture and nature, but not always associated with refined, world-class luxury — particularly during periods of global and local uncertainty.

At Jetwing, we addressed this by staying true to our philosophy rather than chasing trends. We focused on quiet, experience-led luxury, exceptional service, thoughtful design rooted in place, and a deep commitment to sustainability and community. Instead of over-promising, we allowed guests, travel designers, and global partners to experience Jetwing firsthand.

Through carefully curated storytelling, long-standing relationships with international tour operators, and firsthand exposure via familiarisation visits, perceptions began to shift. When guests experienced the warmth of our people, the consistency of our service, and the authenticity of our properties across the island, Jetwing became a powerful ambassador not just for the brand, but for Sri Lanka itself.”

(Image 01 - Jetwing)

For a tourist currently debating between several tropical destinations, what ultimate reason would you give them to choose Sri Lanka to travel to in 2026?

Sri Lanka offers something increasingly rare in today’s travel landscape: depth, diversity, and authenticity within a single journey.

In just a few days, a traveler can move from misty tea country to ancient UNESCO heritage sites, from wildlife-rich national parks to untouched beaches all while enjoying warm, intuitive hospitality that feels genuinely personal rather than transactional.

In 2026, Sri Lanka stands at a unique moment. The destination is refined yet uncrowded, sophisticated yet deeply rooted in its culture and nature. For travelers who value meaningful experiences, responsible luxury, and a sense of discovery without compromise, Sri Lanka delivers in a way few tropical destinations can.

At Jetwing, we see guests leave not just relaxed, but transformed having connected with a place, its people, and its stories. That emotional connection is ultimately the reason to choose Sri Lanka not just for a holiday, but for a journey that stays with you long after you return home.

(Image 02 - Jetwing)