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Sri Lankan Tourism is expecting 2024 to be a year of outstanding growth, according to the Tourism Minister Harin Fernando who spoke to media about the Government’s confidence in the expansion of the industry.
Sri Lanka Tourism Promoted Globally –
The Sri Lanka Tourism Promotion Bureau (SLTB) is on the brink of launching a global promotional campaign next month, titled ‘Sri Lanka – You’ll come back for more,’ putting an end to a 15-year hiatus. The campaign is expected to highlight Sri Lanka to global audiences across multi channels of promotion.
Strategic Marketing Blitz
This 360-degree marketing blitz of Sri Lanka Tourism is set to kick off in 11 strategic markets, including India, UK, China, Germany, France, Australia, Russia, Middle East, Scandinavia, Japan, and the Republic of Korea. Backed by Rs. 1.2 billion in funds until August this year, with a possibility of extension till year-end, the campaign aims to capitalize on various insights.
Notably, over 30% of tourists visiting Sri Lanka are repeat travelers. They are expected to repeat visiting, given the positive experiences they have had on the island.
Government confident of industry growth
Speaking of Sri Lanka Tourism, Minister Fernando expressed confidence that 2024 could witness one of Sri Lanka’s most successful years in tourism history, citing the country’s reputation as a picturesque backdrop. Historically, Sri Lanka has been known as a top destination but the civil war was an impediment for a long time. In the recent past, the Easter Sunday attacks, Covid and the economic collapse had been reasons for tourism to go down.
Streamlining Film Tourism
Sri Lanka’s appeal as a prime destination for film tourism has been highlighted by the Government. The SLTB is currently streamlining the approval process for foreign producers, particularly targeting Indian filmmakers seeking fresh locations. Efforts are underway to simplify the process, aiming to reduce it to a ‘single window’ system for swift approval within seven days for TV commercials and two weeks for films. Additionally, a nominal facilities fee of $60 will be charged for authorization.
Addressing Challenges Ahead in Tourism
Acknowledging potential challenges, Minister Fernando emphasized the looming shortage of hotel rooms. He stressed the importance of empowering youth to play a pivotal role in the sector’s growth. Encouraging young entrepreneurs to enter the industry and explore opportunities in areas such as homestays and online bookings is essential to mitigate the scarcity, he pointed out.
Ambitious Tourism Goals
Sri Lanka has set ambitious targets, aiming to attract 2.3 million tourists and generate over $4 billion from tourism in 2024. Looking ahead to 2030, the country is eyeing a substantial increase in arrivals to 5 million, with an impressive revenue projection of $21.6 billion. Central to this strategy is the goal of increasing average spending per visitor to $4,000, with a focus on attracting high-end tourists.
Vision for the Future
The Government is hopeful that the success of the 2024 global tourism blitz, coupled with youth empowerment initiatives and innovative solutions, will usher in a transformative era in Sri Lanka’s tourism landscape. Emphasizing a commitment to sustainable tourism and economic growth, 2024 as a year of exceptional growth, offering tourists a unique set of experiences while redefining Sri Lanka’s tourism narrative is envisioned.
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