Despite all odds, Sri Lanka is bouncing back after an economic crisis and pandemic. Sri Lanka is known as a historic and scenic tourist destination which is frequented by Indians and tourists from all across the globe. Sri Lanka Tourism Promotion Bureau (SLTPB) is taking extensive and bold steps to revive the tourism sector in a bigger way. Senior Journalist Mewati Sitaram in conversation with Ms. Padma Siriwardana, Managing Director, SLTPB in detailed tête-à-tête on their initiative to boost tourism in Sri Lanka.
1. Tourism is one of the core sectors of Sri Lanka’s economy. What steps has the Sri Lanka Tourism Board undertaken to promote Sri Lanka as a top tourism destination?
Being the apex government body for tourism promotions, we have taken several key strategic actions targeting the key tourism generating markets for us including India, the Middle East, UK, Germany, France, Australia, and Russia. Overall, we have recorded 719,978 arrivals and India was on top of the list and Russia is following. India as the closest inbound market had contributed 123,004 tourist arrivals in 2022.
Over the last several months we have invited travel agents from key markets on familiarization trips to explore the island and get an update about the progress made by the nation. Also, a significant number of travel shows and consumer shows were organized in key source markets including India.
Earned media promotions are another major move we have taken. Our International Media and Travel Influencer Programs actively invited mainstream international media and high-profile travel influencers. In 2022 well over 100 selected media and travel influencers were invited to Sri Lanka. Especially for the Indian Market, within recent months we have invited many travel journalists and influencers. These media promotions had a greater impact on our arrivals.
Apart from the usual promotional activities, we are moving forward to establish and promote Sri Lanka as a film tourism destination. We have undertaken many promotional activities targeting All Indian Cinemas focusing on Bollywood, Tamil, Telugu, Malayalam, and Kannada cinemas. While setting up plans to initiate the Single Window Film Approval Process to fast track the international filming in Sri Lanka. We already had Zoya Akhtar visit Sri Lanka in 2022 as well as Anil Kapoor. For 2023, 1st quarter we have Indian Veteran actor Ashish Vidyarthi also visiting Sri Lanka. Moreover, Wedding Tourism, Ramayana Yathra, and wellness are also products we promoting to highlight Sri Lanka globally as a bucket list destination
2. Your roadshow had an overwhelming response as Sri Lanka received over 700,00 tourists in the year 2022. What are the main source markets today and what are the new markets you are aiming at?
Yes, with the overwhelming response we received during road shows in Delhi, Mumbai and Hyderabad, SLTPB is planning to host a series of road shows in southern India as well.Currently, India, Russia, the United Kingdom, Germany, France Australia and the Middle East are considered to be the key markets in action
Overall, we have recorded 719,978 arrivals within the 12 months of 2022. As the closest inbound market, India contributed 123,004 tourist arrivals in 2022 by leading the table. While 91,272 Russians visited Sri Lanka during the same period.
Apart from the above key source markets, Eastern Europe, Scandinavia, and Benelux are up-and-coming markets we are focusing on to undertake aggressive campaigns. In the meantime, China is a massive inbound tourism contributor for us, and once the travel restrictions are taken off and Health clearances are obtained, we will be expecting a large number of Chinese tourists in Sri Lanka.
3. Which challenges do you see to the development of tourism in Sri Lanka and how do you plan to overcome them?
The Pandemic has been a greater challenge for us over the last several years by limiting our international inbound travels. Yes, the economic crisis is also a serious issue with inflation that has affected all consumer goods. Yet, we have taken key administrative decisions to assure a continuous supply of daily needs for the general public and most importantly to safeguard our tourists. Today, electricity, fuel, food, and medicines are available for the general public without any downfalls, and tourists are being looked after to the highest level as before.
For 2023, we can state that the country’s tourism industry is fully functional. We have been welcoming a growing number of tourists from all the key markets. Having more tourists in the country will definitely have a positive impact on our economic downfall.
4. How do you see India as one of the source markets for visitors?
India is one of the most important inbound markets for us and we have been a year-round destination for fellow Indian tourists. As the inbound market leader India continues to grow despite the tight economic conditions. Products like Ramayana trail, Wedding and Honeymoon Holidays, and Family Vacations are very much popular among Indian travellers, as they always find good value for money in Sri Lanka than in any other destination.
5. What trends in travel and tourism do you see emerging in the aftermath of the pandemic?
We have especially seen significant growth within the Russian Market over the last several months and that trend continues to grow during the Winter season. Currently, the Chinese were replaced by Russians. We are optimistic that the decline of the Chinese tourist inflow will unquestionably bounce back soon. Our traditional European markets are also expected to grow in 2023. Overall, the tourism industry in Sri Lanka is very much progressive and we are optimistic about 2023.
Editor in Chief : Mewati SItaram
