Sunday Dec 22, 2024
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Tourism Minister Harin Fernando
By Charumini de Silva
Tourism Minister Harin Fernando yesterday expressed optimism about Sri Lanka Tourism’s efforts for a remarkable 2024, signifying the economic potential within the industry.
He confirmed that the Sri Lanka Tourism Promotion Bureau (SLTB) is gearing up to launch the global promotion next month, ‘Sri Lanka – You’ll come back for more’ ending a 15-year hiatus.
The 360-degree marketing blitz will commence in 11 strategic markets – India, UK, China, Germany, France, Australia, Russia, Middle East, Scandinavia, Japan, and the Republic of Korea, backed by Rs. 1.2 billion in funds till August this year. A subsequent review will determine its extension till the end of the year. The campaign is based on multiple insights, including the fact that over 30% of tourists coming into Sri Lanka are repeat travellers.
“If all goes well, 2024 could witness one of the most successful years in Sri Lanka’s tourism history,” Minister Fernando asserted.
Highlighting that Sri Lanka is often described as a picturesque studio setting, he noted its unique backdrop for film tourism.
Fernando said SLTB is in the process of streamlining the approval process for foreign producers seeking to film in the country, particularly attracting Indian filmmakers looking for new locations.
“At present, obtaining permission involves navigating through 41 institutions, presenting a significant challenge. In response, a Cabinet paper is drafted to establish a ‘single window,’ allowing swift approval for TV commercials within seven days and films within two weeks,” he said.
He said to obtain the authorisation, the SLTPB will charge a modest facilities fee of $ 60.
“If celebrities of Bollywood shoot films in different locations, spectators flock to witness them. This phenomenon is evident in Switzerland, UK, Denmark, Netherlands,” he added.
Tourism Minister Fernando, who also holds additional portfolios in Lands, Sports, and Youth Affairs, flagged a potential obstacle on the horizon in the form of a shortage of hotel rooms, insisting on the need to empower youth to become key players in the sector.
“Very soon, we are going to have a problem with hotel room numbers,” he said.
To address the impending scarcity, he proposed the need to encourage young entrepreneurs to enter the industry and spur tourism-related business opportunities. “May it be homestay units or related services such as taking online bookings, entertainment and marine tourism. Thus, the focus on youth empowerment and innovative solutions is crucial for the future success of the industry,” he explained.
Sri Lanka aims to draw 2.3 million tourists and earn over $ 4 billion from tourism this year while setting its sights on increasing arrivals to 5 million and earning an impressive $ 21.6 billion by 2030.
As part of its long-term strategy, it hopes to lift the average spending per visitor to $ 4,000, with 2.5 million of them spending over $ 500 per day, indicating a concentration on attracting high-end tourists.
Fernando reiterated that the successful rollout of the 2024 global tourism blitz, youth empowerment and inventive solutions will pave the way for a transformative era in the country’s tourism landscape.
“The year 2024 is expected to be the year of exceptional growth. Sri Lanka will be redefined with a different set of experiences on offer for tourists aligned with a commitment to sustainable tourism and economic growth,” he stressed.
