Untouched beaches, new instrastructure, history aplenty - Sri Lankan hoteliers are keen to show international tourists that there are upsides to holidaying in a former war zone.
Jetwing chairman Hiran Cooray told CNBC he was confident the best growth prospects for Sri Lanka's hotel industry were in the northern and eastern parts of the country, rather than the capital Colombo.
"Jaffna has some beautiful islands that haven't been well explored, there is an opportunity for beach tourism, for historical tourism, there is so much more opportunities here. I think Jaffna will do very well in the future," he said.
Cooray is referring to Sri Lanka's pristine, unexplored territories, where investment had long been stymied by a 26-year civil war between the Sri Lankan government and the Northern Province-based Tamil rebels.
Jetwing's new, 55-room property - which stands right in the middle of Jaffna, the former Tamil stronghold that is the capital of the Northern Province - is the first boutique luxury hotel to open its door the bustling city since conflict ended in 2009.