Sri Lanka back on the map

Wim Fagel, General Manager at NH Bentota Ceysands Resort in Sri Lanka

After years of recovery, Sri Lanka is rapidly becoming one of the most promising long-haul destinations for Dutch travellers. With rising visitor numbers, increasing demand for sustainable, authentic experiences and a brand like NH further strengthening its position in South Asia, a unique opportunity is emerging to anchor the Netherlands as a strategic market. In this interview, Wim Fagel – General Manager of NH Bentota Ceysands Resort – shares how Sri Lanka is reinventing itself, why the Netherlands plays a key role and how personal and professional experience come together in an ambitious vision for the future.

How popular is Sri Lanka as a travel destination in the Netherlands, and how do you intend to further strengthen this market in the future?

Wim Fagel: “Sri Lanka's tourism sector has recovered strongly: in 2024, approximately 2.05 million international guests arrived, an increase of 37.6 per cent compared to the previous year and thus above the pre-crisis level. From January to July 2025, 1.37 million arrivals were already recorded – a clear sign of continued growth. The Netherlands in particular is developing into an important market: in July 2025, it was already one of the three largest European markets with more than 15,500 visitors, and in January of this year, the Netherlands was already in the top ten. Nevertheless, visibility in the Netherlands still has room for improvement compared to markets such as Germany or the United Kingdom. This is precisely where NH Bentota Ceysands sees a strategic opportunity to position Sri Lanka as an attractive, sustainable and wellness-oriented long-haul destination for Dutch travellers.”

Fagel continues: “We consider the Netherlands not only a dynamic growth market, but also a strategic long-term market. With the right combination of trade engagement, performance marketing and a guest-oriented product approach, we are determined to put Sri Lanka – and the NH Bentota Ceysands – firmly and convincingly on the holiday radar of Dutch travellers. Our approach therefore includes:

• Participation in important roadshows and trade fairs in the Netherlands and the Benelux in 2025/2026 – in collaboration with Minor Hotels and Sri Lanka Tourism – to position NH as a strong player for travel to Sri Lanka.

• Collaborate with our global sales and e-commerce teams to develop market-specific OTA and meta campaigns focused on core values of Dutch travellers such as culture, wellness, sustainability, and carefully curated experiences.

• Partnership with Dutch tour operators and DMCs for the development of combination packages with NH Collection Colombo – for a combination of City-to-Coast experience under an established European brand name.

• Launch of targeted campaigns via e-commerce and retargeting channels, tailored to decision-making periods (e.g. October–January) and aimed at Dutch-speaking markets in the Netherlands and Belgium with an appropriate message.

• Use of Dutch-language content and storytelling on social media and proprietary channels, tailored to the search motives of Dutch consumers: safety, value for money, emotional enrichment, and connection with nature and culture.

• As a native Dutchman, I act as a local anchor point within Minor Hotels, introducing market nuances in product development, communication and guest experience – both on site and online.

How important is sustainability – both for you personally and for the NH brand? And how is this applied in practice in the two hotels in Sri Lanka?

Fagel: “For us, sustainability is not only an important pillar of our brand – it is both a personal conviction and an operational priority. At the NH Bentota Ceysands Resort, we focus on sustainability in both ecological and community-oriented areas: in addition to protecting mangroves and raising awareness about this vulnerable ecosystem, we emphasise local and seasonal cuisine and support regional producers. We also consistently reduce the use of disposable plastic by choosing reusable or biodegradable alternatives. At NH Collection Colombo, sustainability is applied in an urban luxury setting: rooms and facilities are made from responsibly sourced materials, complemented by energy-efficient building technology and smart processes. In the kitchen, we work with seasonal products with a traceable chain and with top international chefs who cook sustainably.”

“In both hotels, we are also investing in team training, recruiting local staff and waste reduction programmes – all part of our group-wide sustainability goals. For me personally, it’s about ensuring that what we offer today does not come at the expense of tomorrow – and that’s exactly the attitude I expect from all of us as leaders in the hotel industry.

You have worked in several international hotel markets, your family still lives in Bangkok – and you also speak Thai quite well. What personally attracted you to this role in Sri Lanka – and what previous experiences will help you to successfully manage this resort?

Fagel: “This position felt like the right challenge at the right time for me. Over the past few years, I have worked in Thailand, Indonesia, Myanmar and Nepal, gaining not only a deep understanding of Asian hospitality, but also developing the ability to lead with cultural intelligence and flexibility. What particularly attracted me to the NH Bentota Ceysands Resort was the opportunity to reposition a renowned brand in one of South Asia's most promising destinations. Over the years, I have learned to truly immerse myself in local cultures. I spoke Nepali and understood a little Hindi, and those language skills and cultural proximity have always helped me build trust, better understand guests and motivate people from different backgrounds.”

“With my family residing in Bangkok, I have deep roots in Asia. My focus is on creating sustainable value for guests, strengthening the team, and making a meaningful contribution to the tourism development of Sri Lanka.”

After so many years abroad, what do you miss most about the Netherlands?

Fagel: “What I miss most is the simple, everyday rhythm of Dutch life – the directness, the cycling culture and, I admit, a good stroopwafel with an espresso on a cold morning. At the same time, I have been very fortunate: living and working in Asia has given me a second home. Even though I will always remain Dutch in my heart and soul, I now see myself as someone who is at home in both worlds. I am incredibly grateful for that balance.”