Published on : Tuesday, April 21, 2020
As Sri Lanka relaxed a curfew in 19 districts of the country early Monday, the government of Sri Lanka said it is preparing the promotion campaign as tourism had emerged as one of the leading foreign exchange earners.
Chairperson Kimarli Fernando told that they are now finalizing the Terms of Reference and Appointment of the Procurement, Project and Technical Evaluation Committees and will start the process, to be in readiness when the time is right.
Fernando said a traveler-focused, evidence-based promotion strategy will be developed. The approach focuses on consumer types and will allow a research supported global promotional campaign for Sri Lanka.
Due to the ongoing COVID-19 pandemic, the global tourism industry has been one of the worst hit. In Sri Lanka over 300 COVID-19 cases have been reported to date.
Fernando said despite the uncertainty of the current situation, it was imperative to address day-to-day matters, whilst maintaining the foresight to plan ahead.
Fernando further said COVID-19 provides an opportunity for Sri Lanka tourism to re-profile itself when the time is right. They can realign their focus towards higher-yielding tourists and a unique Sri Lanka experience; while ensuring the safety of travellers, employees, and citizens.
According to official statistics from Sri Lanka Tourism, the country in January and February attracted over 400,000 tourists.
Last year Sri Lanka attracted over 1.9 million tourists.