Sri Lanka to be promoted as a year-round destination
The Morning: Sri Lanka is to be promoted as a year-round travel destination, through B2C digital marketing campaigns, skills and training investments and foreign direct investments (FDIs), a statement by the President’s Media Division (PMD) said.
Referring to a discussion held at the Presidential Secretariat, the statement said: “The conversation focused on promoting Sri Lanka as a year-round travel destination, particularly during the offseason, enhancing the country’s tourism brand through digital marketing, strengthening human capital in the sector through skill development and training as well as attracting more foreign investment into tourism sector.”
It added that it was aimed at identifying strategies to attract tourists during the offseason, with the discussion chaired by President Anura Kumara Dissanayake, with the participation of key stakeholders in the tourism industry.
Attention was also drawn to the current challenges facing the tourism industry. Stakeholders were briefed on the initiatives already undertaken by the Sri Lanka Tourism Promotion Bureau to address these issues and advance the sector.
President Dissanayake revealed intentions to establish a dedicated unit at the Presidential Secretariat to coordinate all institutions related to tourism in a cohesive manner.
The government’s Clean Sri Lanka programme also received positive feedback from industry stakeholders and its potential integration into tourism promotion efforts was discussed in depth.
OSL take:
Sri Lanka’s tourism industry is on a steady growth path and has become one of the key revenue generators to the country. It is in such a backdrop that the Sri Lankan authorities are looking at promoting the country as a year-round long tourist destination. The country has already been identified as a must visit tourist destination presenting a host of tourism concepts to attract foreign travelers with wide-ranging preferences. While the ongoing growth in Sri Lanka’s tourism industry has presented many business/investment opportunities, they will witness a further expansion with moves the promote Sri Lanka as a year-round tourist destination. The many opportunities in Sri Lanka’s tourism industry range from the development of infrastructure and supplementary infrastructure facilities required to meet the growing demand as well as cover many sectors in the industry, especially in the leisure and hospitality sectors. The interest shown by many international leisure and hospitality brands to enter Sri Lanka’s tourism industry is evident of the increasing business potential in the tourism industry and related sectors. Foreign businesses/investors could therefore confidently explore the expanding business/investment opportunities in Sri Lanka’s tourism industry and related sectors while also looking at expanding operations through local collaborations.
| Article Code : | VBS/AT/20250617/Z_2 |