Sri Lanka’s attractiveness as a tourist destination grows due to international attention
Sri Lanka’s attractiveness as a tourist destination seems to be receiving a boost due to the continuous focus on the country’s tourism industry by the international media.
During an interview on BBC’s ‘The CEO Edit,’ Sri Lanka Tourism Chairperson Kimarli Fernando has explained the country’s tourism industry strategy for post-Covid tourism and how the destination is gearing up for the new normal.
In the interview Fernando has reportedly emphasised that with the important role the tourism sector plays in the economy of Sri Lanka, it became critical to re-envisage the industry.
One of the key pillars in the restructuring has been technology and technology-backed initiatives such as live-streaming local attractions to global audiences to keep the dream about Sri Lanka alive, local media reports stated.
Moreover, greater digitalisation efforts have seen registrations of industry members become a smooth online process while hotel school students continued their curriculum online without disruption, reports have further stated.
During the interview with BBC host Tanya Beckett, the Chairperson has reportedly revealed that she was focused on driving partnerships to build authentic experiences.
Fernando has further stated that the expectations of international travellers had changed and Sri Lanka Tourism had geared its offering to meet the needs of post-Covid tourism by factoring in health and wellness, sustainability and non-commercial experiences.
Travellers now more than ever seek a sense of fulfillment and a heightened sense of responsibility in greening their footprint, especially the millennial segment.
Extending the focus on Sri Lanka further, BBC Travel had reportedly carried an article, ‘The Unsolved Mystery of Sri Lanka’s Stargate’ by Demi Perera. The journalist had reportedly described a chart-like carving in Anuradhapura which is being speculated to be a ‘stargate’ by netizens.
According to reports, in recent months Sri Lanka has generated global attention, with a first-hand account in CNN Travel on how Sri Lanka Tourism re- opened the country by pioneering the ‘bio-bubble’ concept. Further, CNN’s Julia Chatterley of the highly-rated show, ‘First Move,’ earlier on this year had interviewed Fernando on the country’s re-opening strategy, highlighting the salient features of the bio-bubble for tourists.
Sri Lanka’s tourism authorities have been aggressively promoting the island as a post pandemic travel destination. Sri Lanka has been listed as a must visit destination by several leading global travel publications and has received the safety and hygienic certification making the island an attractive travel destination for post Covid travel. When Sri Lanka reopened its borders early this year foreign travellers arriving in the country saw a gradual increase through the months with international airlines also increasing flights to the country. Given that Sri Lanka is developing as a business hub in the South Asian region, foreign businesses/investors could explore business/investment opportunities in Sri Lanka’s tourism sector.
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