Sri Lanka Tourism confident of ending 2024 with 2.3 m arrivals

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu (centre) at the media briefing on Friday flanked by Managing Director Nalin Perera (right) and Sri Lanka Institute of Tourism and Hotel Management Chairman Shirantha Peiris 

– Pic by Sameera Wijesinghe

• Optimism stems from 
• YTD figure crossing 1.2 m; forecasts 1 m more from Sept. onwards provided favourable conditions prevailing
• Nearly Rs. 3 b worth digital marketing and PR campaign to be rolled out from September in 5 markets initially and 7 more next year
• Share of MICE tourists grow to 10% from 4% previously
• Tips tourism to become second largest foreign exchange earnings source by end 2024

 

Sri Lanka Tourism officials on Friday expressed confidence of 2024 achieving the targeted 2.3 million arrivals based on robust year to date performance and provided favourable conditions prevail in the forthcoming winter season.

Last week, year to date tourist arrivals crossed the 1.2 million mark and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu predicted that by the end of August arrivals will reach 1.3 million.

“We are anticipating a heavy tourist season from September onwards and confident of luring 1 million more tourists by end of 2024 provided the country situation remaining favourable,” Gajabahu told the media at a briefing along with SLTPB Managing Director Nalin Perera and Sri Lanka Institute of Tourism and Hotel Management Chairman Shirantha Peiris.

Gajabahu’s reference to the favourable situation was apparently over the pre- and post-21 September Presidential poll involving a record 39 candidates. 

Earnings from tourism in the first half crossed the $ 1.5 billion mark and has emerged to be the third largest foreign exchange source. Gajabahu said by the end of 2024, tourism earnings will be the second largest. He said as per the industry, the initial forecast for December is a high occupancy of 80%. 

The goal for next year is 3 million tourists and 5 million by 2030.

Sri Lanka will also kick off the first ever concerted promotion exercise in over two decades next month to woo more tourists. 

Under the phase, five key markets - India, China, UK, Germany and France, will be targeted via a six-month digital marketing campaign and a year-long PR initiative with an investment of Rs. 1.6 billion (Rs. 1 billion on digital campaign and Rs. 600 million on PR). The second phase from next year will involve  seven emerging or high potential markets Russia, Australia, Middle East, Japan, Korea, Italy, Poland, Scandinavia and Benelux with an investment of Rs. 1.2 billion (Rs. 750 million on digital and Rs. 450 million on PR).

To carry out the campaigns, following a competitive tender, a host of agencies have been picked including Ogilvy, Holmes Pollard, as well as in-country agencies in markets such as China and Russia for select categories.

Funding for these campaigns have been sourced from the Tourism Development Levy (TDL) and the Embarkation Levy (EL).

Gajabahu recalled that the tourism industry bounced back fast after the 2022 crisis thanks to public-private initiatives including the initial “Check-In” short-term promotion campaign that kicked off in late 2023 and the “Seeing is believing” PR initiative involving influencers, bloggers, and media as well as trade. The promotional push is under the new tourism branding identity “Sri Lanka: You will come back for more” given the fact that over 30% of tourists coming to Sri Lanka are repeat visitors.

According to SLTPB Managing Director Nalin Perera over 50 foreign media personnel including travel influencers and bloggers generated over $ 500 million worth of media publicity for the country.

Sri Lanka also participated in 16 international travel shows such as ITB in Germany; FITU in Spain; ATM in Dubai; IFTM in France, SATTE in India, BIT in Milan, GITF in China and 16 roadshows in India, China, Australia and Turkey with emphasis on B2B sessions.

SLTPB officials also said multiple initiatives led to Sri Lanka winning 15 international endorsements so far in 2024 including being ranked as the 5th most popular solo travel destination by the Forbes magazine, the fifth fastest growing tourism destination, topping the list on best places for solo female travel and more recently as the “Best International Tourism Board” award at the Global Tourism Awards ceremony held in New Delhi, India.

Perera said that Meetings, Incentives, Conferences and Exhibitions (MICE) market’s share has increased to 10% of the arrivals from 4% previously due to public-private initiatives. Among companies who held large MICE events include Pfizer, Toyota, Hero, Tata and KPMG. In a bid to expand the MICE offering, SLTPB and Sri Lanka Conventions Bureau have been promoting Northern and Southern provinces as well in addition to Colombo.