The tourist’s perception and uniqueness of the Sri Lankan tea tourism experiences with reference to Nuwara Eliya District in Sri Lanka

Abstract

Sri Lanka is a famous tourist destination around the world. The scenic beauty, cultural heritage, abundant wildlife, substantial wildlife, and toasty climate provide enormous value to "The Pearl of the Indian Ocean," making it a world-famous tourist destination (Jolliffe et al., 2022). With that, even though there were lots of ups and downs in the Sri Lankan tourism industry in recent years, Sri Lankan tourism recorded a remarkable over 1.9 million tourist arrivals in 2019. According to DailyFT, (2023), Sri Lanka is ranked as one of the top places to visit in the Europe and Asia region for 2023 DailyFT (2023). The tourism industry is one of the fastest-growing economic sectors. In Sri Lanka, this has contributed directly and indirectly to economic development (Punchihewa, 2020). As a result of British colonial growth, the tea industry emerged in Sri Lanka, with historical places in scenic hill country tea estate surroundings (Aslam and Jolliffe, 2015). When developing teabased tourism, it brings double economic benefits to Sri Lankan tourism, and this industry will be strengthened by more promotion and the consumption of tea and authentic tea culture experiences in Sri Lanka (Jolliffe and Aslam, 2009). Tea tourism experiences have been identified as one niche tourism segment under the emerging novel concept of nature based tourism (Fernando et al., 2017). Tea tourism in Sri Lanka is one of the niche markets to support economic development, and it has attracted different market segments. Instead of only being consumed, the tea product is presented as a unique opportunity for tourists to be engaged in an authentic, immersive experience, where the journey from leaf to cup is showcased within the factories where it is produced. By combining tea-producing and tourism, tourists create a stronger connection to the destination and enhancing the area's attractiveness and reputation.