Sri Lanka plans for five year global tourism promotion initiative

Published on : Tuesday, April 21, 2020

Sri Lanka has decided to prepare a five-year global tourism promotion initiative plan. The initiative has been undertaken to target an early recovery of the island’s tourism sector in the wake of the COVID-19 pandemic.



On Monday, Sri Lanka put some relaxation on the nationwide curfew in 19 districts. The Sri Lankan government also announced that it is preparing the promotion campaign for its tourism industry as the sector has emerged as one of the leading foreign exchange earners of the island.



Kimarli Fernando, Chairman, Sri Lankan Tourism said in a recent press statement that the island country is presently finalising the Terms of Reference and Appointment of the Procurement, Project and Technical Evaluation Committees. She informed that the country would also begin the process of execution of the plan to be ready when the time is right.



She also shared that a traveler-focused, evidence-based promotion strategy will be developed for the tourism industry and the approach would focus on consumer types. She said that the action will allow a research-supported global promotional campaign for Sri Lanka.



She further added that irrespective of the uncertainty of the present situation, it was essential to address day-to-day matters alongside maintaining the foresight to plan ahead. She also urged all associations to provide them with formal proposals to help Sri Lanka tourism to complete an inclusive long-term strategy. She informed that Sri Lanka Tourism Alliance industry grouping has already submitted a proposal regarding the same.



She concluded saying that the pandemic has provided the country’s tourism with an opportunity to revaluate and re-profile itself when the time is right. She said that focus can be realigned towards higher-yielding tourists and a unique Sri Lanka experience that ensures the safety of travelers, employees, and citizens.



According to official reports from tourism authorities, the country attracted over 400,000 tourists in the month of January and February. Last year Sri Lanka attracted over 1.9 million tourists.





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