Abstract:
In recent years, the importance of sustainable tourism development has risen to
the forefront of global consciousness. Jaffna, previously an unexplored
destination, has recently emerged on the tourism landscape following three
decades of war. Initially, domestic tourists were primarily attracted to Jaffna for
dark tourism experiences as following a civil war, various parties, including the
state, forces, the host community, and other social elements, paid more attention
to preserving wartime memories. However, Jaffna possesses unique resources
and experiences that differentiate it from the southern region of Sri Lanka. The
inadequate identification of these tourist spots and poor administration are to
blame for the poor growth and development of the tourism industry in the
Northern Province. It is imperative to develop Jaffna as a tourist destination,
emphasizing sustainable tourism practices tailored to its specific context.
Notably, studies on sustainable tourism development in Jaffna are scarce.
Research on sustainable tourism in Jaffna is scarce despite its potential. The
study highlights challenges to Jaffna's sustainable tourism, with three main
objectives. Assessing current sustainable practices, identifying challenges to
promoting sustainability, and offering recommendations to overcome these
challenges. The study used a qualitative methodology, considering the subjective
responses from various stakeholders. Data were gathered through semi
structured interviews with 11 participants, including members of the Northern
Province Tourism Bureau, Jaffna hoteliers, and visitors, selected via convenience
sampling. The data were analyzed using thematic analysis In Jaffna, stakeholders
and the local community have adopted sustainable tourism, but challenges such
as cultural barriers and poor administration persist. The study suggests
increasing community awareness and responsible resource management. By
embracing sustainable practices, Jaffna has the potential to become a prosperous,
well-balanced tourism destination with international appeal.
