Abstract
Sri Lanka’s tourism sector has undergone significant expansion, drawing global travellers with its diverse landscapes, rich cultural heritage, and welcoming locals. Despite setbacks associated with the civil war (1983–2009), the country has actively worked to rebuild its image and position itself as a secure travel destination. Infrastructure investments, including hotels, resorts, and transit networks, have played a crucial role in this development. Post-civil war, Jaffna in Sri Lanka’s Northern Province has emerged as a promising tourism destination. Infrastructure upgrades, such as road renovations and the establishment of an international airport, have been pivotal. Jaffna cultural and natural treasures include the Jaffna Fort, Nallur Kandaswamy Kovil, and the Jaffna Public Library. However, further infrastructure enhancements and tourism professional training are needed for a complete guest experience. Community involvement, infrastructure investments, and effective marketing are essential for Jaffna to thrive as a tourist destination. This case study, based on stakeholder interviews, provides valuable insights for similar post-conflict areas globally, emphasising sustainable development. It serves as a model for collaborative planning, promoting local empowerment while engaging various stakeholders. The unique experiences in Jaffna’s post-civil war recovery make this case study relevant and significant for the broader South Asian and Asia Pacific region. It offers guidance for empowering local communities through tourism revitalisation, focusing on inclusive and sustainable development. The study contributes to tourism research by offering practical lessons applicable to Jaffna and similar regions facing comparable challenges, fostering responsible and equitable tourism growth.