The social and economic burdens of road accidents have become a governing issue for the authorities and policymakers of developing countries. Moreover, the lack of research on road safety management has hindered the enhancement of road safety in these countries. Thus, this study aimed to improve the road safety standards in Sri Lanka. The objectives of the study are to investigate the causes of road accidents in Sri Lanka, to examine the problems associated with the road conditions existing in Sri Lanka and to propose strategies to improve road safety in Sri Lanka. A qualitative approach was adopted in the study and the empirical data collection commenced with a comprehensive document review to determine the level of road safety management in the country. Thereafter, case study strategy was adopted and three roads in Sri Lanka were selected through purposive sampling as the cases. Non-participatory observations and 20 semi-structured interviews were conducted to collect the required data from the three roads. The collected data were analyzed using code-based manual content analysis. The findings revealed that the roads in Sri Lanka have deficiencies. Eighteen causes of road traffic accidents and nineteen strategies that can enhance road safety in Sri Lanka were identified through the study. Related previous studies have revealed only the statistics, trends, and economic impacts of road accidents in developing countries. Thus, the literature on the management of road safety standards in developing countries is scarce and this study fulfils the research gap. The study adds to the body of knowledge by exploring in detail how the road safety standards in developing countries could be enhanced using Sri Lanka as an example.