Monday Dec 23, 2024
Monday Dec 23, 2024
Monday, 23 December 2024 03:15 - - {{hitsCtrl.values.hits}}
PATA CEO Noor Ahmad
Pacific Asia Travel Association (PATA) CEO Noor Ahmad last Friday said Sri Lanka’s tourism sector is charting a path towards prosperity and growth, whilst praising its unique offerings and need for innovation and collaboration.
Addressing at the National Tourism Awards 2024 organised by Sri Lanka Tourism, he described Sri Lanka through the lens of “3 Ls – Land of Legends and Legacy”, highlighting the country’s rich history, cultural heritage, and its potential to captivate global visitors.
He noted that Sri Lanka’s identity as a tourism destination is rooted in its compelling legends and enduring legacy. From the mythical Ramayana sites and the iconic Lion’s Rock in Sigiriya to the architectural marvels of ancient Stupas and colonial landmarks, Ahmed said the country offers vast experiences steeped in history and culture.
“Sri Lanka is home to epic tales, historical kingdoms, and the rise of Buddhist influence. Festivals like Vesak and Esela keep this legacy alive, making it a truly unique destination,” he said.
While celebrating Sri Lanka’s achievements in reaching its 2024 tourism targets, the PATA Chief stressed the importance of continual innovation and strategic competition.
“Successful marketing campaigns must be complemented by unique, evolving tourism products and world-class services. Let us not underestimate the power of innovation and the competitive edge needed to elevate Sri Lanka’s global standing,” he added.
Ahmad called for greater stakeholder and community involvement to ensure tourism’s benefits reach all levels of society.
He acknowledged the dedication of industry professionals, whose efforts not only enhance Sri Lanka’s reputation as a premier destination but also enrich the lives of its people.
“The expectation is high, but with a collaborative approach, Sri Lanka can ensure sustainable growth where everyone shares in the benefits,” he added.
Commenting on Sri Lanka’s long-standing contributions to the PATA, Ahmad recognises the country’s role in hosting pivotal events and boosting regional cooperation.
Looking ahead, he expressed eagerness to bring PATA initiatives back to Colombo to put the global spotlight on Sri Lanka’s tourism industry.
“Sri Lanka’s contributions to the PATA have been profound. Moving forward, I am excited to collaborate on initiatives that will strengthen our partnership and position Sri Lanka as a leading global tourism destination,” he said.
