Tourism after Corona (COVID-19) and Recovery Strategies: Market diversification, Nature-based, and Geotourism potentialities in Sri Lanka

Tourism counts as one of the most significant global economic sectors which could cross cultural boundaries, influence economies, open up an avenue for leisure and relaxation motives, and unite people globally. Despite being a massive contributor to the global economy, tourism promotes millions of direct/indirect employments and cross-cultural mobility. In the post-pandemic era, tourism has become a premier part of the economic boom in Sri Lanka, as the peaceful state and hereditary beauty mingled to attract visitors around the globe. This paper attempts to discover post-pandemic recovery strategies identifying post-pandemic tourism behavior within the economy and potential tourism markets. The study objectives have been reached through a comprehensive secondary data analysis and industry stakeholder survey conducted during September-October 2024. Administered Questionnaires among the respondents to gain an in-depth understanding of (1) nature-based tourism during the present post-pandemic, (2) demographic features of the target market, (3) Geotourism as a potential market to develop, (4) Possible geosites which would be promoted and (5) potential tourism markets. Data was qualitatively analyzed through the Thematic analysis method for a deeper understanding of the concept. The paper provides directions on sector development through sustainable solutions by uplifting the nature-based tourism cluster, geotourism development, market diversification and specifically linking Ramayana Trail with geosites to attract Indian tourist market.