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Sri Lankan Minister unveils vision for 4 million tourists by 2030 at ITB

Sri Lankan Minister unveils vision for 4 million tourists by 2030 at ITB

Daily FT: Tourism Minister Harin Fernando revealed Sri Lanka Tourism’s ambitious goal of attracting 4 million tourists by 2030, accompanied by a comprehensive National Tourism Policy aimed at holistic promotion, and sustainability.
“Sri Lanka is no longer just a destination on a bucket list; it is an experience, a connection that visitors forge with our country. It is about the positive energy and transformative experiences that compel them to return. I strongly believe that seeing is believing and inviting all of you all to make your next trip to Sri Lanka because it is one of the best places you must visit,” he said addressing media representatives during the ITB (Internationale Tourismus-Börse) event.
Fernando opined that Sri Lanka’s tourism industry achieved a robust revival in 2023 attracting almost 1.5 million visitors and generating a $ 2.1 billion, showcasing its resilience after facing multiple challenges. He also said that during the first two months of 2024 the industry has welcomed over 400,000 tourists and generated nearly $ 700 million, reflecting a positive trajectory.
As per the Minster the 360-degree marketing blitz will include various facets of advertising including digital marketing, mainstream media, Netflix, social media influencers such as Nas Daily, cooking shows and sports personalities. He emphasised that their strategy goes beyond traditional methods, aiming to break new ground in showcasing the unique and immersive experiences of Sri Lanka.
Highlighting the inclusivity of Sri Lanka’s tourism strategy, Fernando noted that the country welcomes travellers from various backgrounds, ranging from backpackers to high-end tourists, with accommodation options tailored to diverse preferences.
“We have accommodation available from $ 20 home stay units to $ 14,000 villas per day to cater to the broad spectrum of visitors,” he said, adding that top international hotel brands are expanding their presence countrywide.

OSL take:
Sri Lanka’s tourism industry is on a steady growth path and is on its way to achieving targets on tourist arrivals as well as the revenue generated through the industry. The ongoing expansion in Sri Lanka’s tourism industry and the predicted growth in the industry have resulted in an increase in business/investment opportunities in the industry. These opportunities range from the development of infrastructure and supplementary infrastructure facilities required by the industry to meet the growing demand. Opportunities are also expanding in the leisure and hospitality sectors. The growth and business potential in Sri Lanka’s tourism industry, especially in the leisure and hospitality sectors, have not been missed by foreign businesses with international leisure and hospitality brands expressing interest in doing business in Sri Lanka. Foreign businesses/investors could therefore confidently explore the expanding opportunities in Sri Lanka’s tourism industry.

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Article Code : VBS/AT/20240320/Z_1

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