US Govt. supports tourism development in Sri Lanka

At a ceremony on January 30, the United States Agency for International Development (USAID) helped launch Sri Lanka’s first “Tourism Roadside Signage Guidelines.” 

USAID, the U.S. Government’s development arm, simultaneously released a manual, “Start Your Tourism Business,” designed to assist hospitality sector entrepreneurs.  Both publications, developed as part of USAID’s Connecting Regional Economies (CORE) Project, will boost Sri Lanka’s rapidly growing tourism industry, as part of USAID’s wider effort to bolster Sri Lanka’s private sector development.

Tourism roadside signage plays a key role in making Sri Lanka a visitor-friendly destination.  Effective road signage may draw visitors into exploring a town or attraction instead of just driving past and also improves the overall visitor experience, making it easier and safer for tourists to find key sites, facilities and services. Meanwhile, the “Start Your Tourism Business” program targets small and medium enterprises, providing guidance on successfully starting and maintaining a tourism business.

Speaking at the launch, Nihal Somaweera, Additional Secretary of the Ministry of Economic Development said, “Sri Lanka is expecting 2.5 million tourists by 2015. We have to improve the capacity of small and medium enterprises in the tourist sector. Reliable roadside signage is also important for tourists.”  

USAID Sri Lanka’s Mission Director James F. Bednar added, “There is no doubt that these manuals will give an important boost to Sri Lanka’s rapidly growing tourism industry. And such initiatives exemplify USAID’s ongoing efforts to expand economic opportunity in Sri Lanka’s communities.”

Transition to the new signage is already happening. The Trincomalee Municipal Council and the Eastern Provincial Council have allocated funds for the signage, while the Sri Lanka Tourism Development Authority (SLTDA) and the World Bank-supported Sustainable Tourism Project have endorsed using the guidelines throughout Sri Lanka.

The American people, through the U.S. Agency for International Development, have provided development and humanitarian assistance in developing countries worldwide for nearly 50 years.  Since 1956, the U.S. government has invested over $2 billion to benefit all the people of Sri Lanka.