Wednesday Nov 06, 2024
FT
Wednesday Nov 06, 2024
Tuesday, 12 March 2024 01:57 - - {{hitsCtrl.values.hits}}
Tourism Minister Harin Fernando revealed Sri Lanka Tourism’s ambitious goal of attracting 4 million tourists by 2030, accompanied by a comprehensive National Tourism Policy aimed at holistic promotion, and sustainability.
“Sri Lanka is no longer just a destination on a bucket list; it is an experience, a connection that visitors forge with our country. It is about the positive energy and transformative experiences that compel them to return. I strongly agree with seeing is believing and invite all of you all to make your next trip to Sri Lanka because it is one of the best places you must visit,” he said addressing media representatives during the ITB (Internationale Tourismus-Börse) event.
Fernando opined that Sri Lanka’s tourism industry achieved a robust revival in 2023 attracting almost 1.5 million visitors and generating a $ 2.1 billion, showcasing its resilience after facing multiple challenges. He also said that during the first two months of 2024 the industry has welcomed over 400,000 tourists and generated nearly $ 700 million, reflecting a positive trajectory.
As per the Minster the 360-degree marketing blitz will include various facets of advertising including digital marketing, mainstream media, Netflix, social media influencers such as Nas Daily, cooking shows and sports personalities. He emphasised that their strategy goes beyond traditional methods, aiming to break new ground in showcasing the unique and immersive experiences of Sri Lanka.
Highlighting the inclusivity of Sri Lanka’s tourism strategy, Fernando noted that the country welcomes travellers from various backgrounds, ranging from backpackers to high-end tourists, with accommodation options tailored to diverse preferences.
“We have accommodation available from $ 20 home stay units to $ 14,000 villas per day to cater to the broad spectrum of visitors,” he said, adding that top international hotel brands are expanding their presence countrywide.
“ITC Ratnadipa Colombo hotel is poised to open its doors this month and it is their first project outside India. A 65 key Ritz Carlton hotel is coming up in Arugam Bay in the Eastern Province of the country, an Intercontinental Hotel will be opened soon along with home-grown Cinnamon Life opening with 800 rooms to cater to the inflow of tourists,” the Minister elaborated.
Fernando announced the launch of Marine Tourism on 31 March, a plan which he unveiled to position Sri Lanka as a premier marine tourism destination in 2024 to attract high-end travellers, particularly the ‘rich Indians’. This initiative will feature the exploration of 143 shipwrecks dating back to World War II, offering unique experiences for visitors and divers from around the world.
Underscoring the significance of the recently approved National Tourism Policy, Fernando outlined its role in ensuring policy consistency amid regime changes. “Tourism is our lowest hanging fruit and with this policy, we aim to maintain consistency and reliability in our approach,” he stated.
The Minister also highlighted the tourism sector’s commitment to sustainability, citing initiatives such as the introduction of electric vehicle fleets for tourism, the adoption of renewable energy practices in hotels, and eco-friendly tourist activities like the Pekoe Trail.
“We will import 1,000 electric vehicles for tourism and change the famous tuk-tuks to electric ones. The tuk-tuk conversion project is supported by the Asian Development Bank (ADB),” he disclosed.
With focus on promoting responsible tourism and enhancing visitor experiences, the Minister said Sri Lanka aims to position itself as a premier destination while preserving its natural and cultural heritage for future generations.
