Sri Lanka ‘Best Stall’ at China Xi’an Silk Road Tourism Expo

Against the backdrop of the $ 100 billion dollar AIIB bank, which is being set up in China for which $ 40 billion is been assigned for the development of the Silk Route, China has indicated its growing appetite to connect with the rest of the world.

Sri Lanka Tourism, together with the Sri Lankan embassy in Beijing, strategically launched the China Xi’an Silk Road International Tourism Expo 2015, with the aim of exploring and promoting tourism and travel between China and Sri Lanka, said Tourism Promotions Bureau Chairman Rohantha Athukorala. 

“It’s great news that we won the ‘Best Stall’ award but we must remember that the push strategy of marketing must be supported with a strong above-the-line brand equity building campaign which we have not had for six years,” he said.

“China is currently topping the list for the second month running with a tally of 24,734 visitors in August at a growth of 73.3% and a cumulative growth of 76.8%, recording a 144,439. This indicates how important Chinese guests are to Sri Lanka where the two countries’ relationship spans over a 100 years,” said Athukorala. 

However, he emphasised that with the brand equity building campaign, which Sri Lanka will launch shortly, it can attract a $ 250-plus visitor rather than the current $160.

“The main objectives of the China Xi’an Silk Road International Tourism Expo (CXSRITE) is to connect China with countries along the ancient Silk Road and other regions and thereby work out mutually beneficial partnerships,” said Athukorala. A total of 500 exhibitors, 4,000 professional visitors and about 30,000 members of the public took part in the Silk Road International Tourism Expo, a participant revealed. 

“A total of 36 key professionals took part in the launch exhibition and currently they are pursuing a business partnership so that the value chain can be backwardly integrated to the hotels,” said Athukorala. 

“Now the challenge is how we can customise the offerings in cuisine and signage so that Sri Lanka will be seen as a customer-friendly country,” said Athukorala.