Sri Lanka Tourism promoted tourism through strategic partnerships with foreign missions

Sri Lanka Tourism (SLT) recognising the significant role played by Sri Lankan foreign service representatives have collaborated with missions on initiatives in key source markets as well as in emerging markets to boost tourism exports and attract tourism investment.

As borders begin to open, and globally travellers are seeking the perfect post-COVID-19 travel destination, positioning Sri Lanka as a unique, experiential island as opposed to a mass-market destination will be vital.

“As part of its efforts to enhance product development and promotions, the authorities are capitalizing on the integral role played by foreign missions and is recognizing collaborations, as an essential tool for promoting the island,” SLT said in a media release.

Speaking about the government's initiative across the globe in promoting Sri Lanka, Ms. Kimarli Fernando – Chairperson SL Tourism said: “We are an island that has it all, but until now very little has been done to promote Sri Lanka’s amazing diversity. By having an integrated communication campaign, across traditional and digital media, which includes partnerships with our Foreign Missions, we have tremendously increased awareness about the island. It has also allowed us to move away from being a mass-market destination, to an altogether more exclusive category that appeals to high-value travellers. A visit to the island can after all be a beautiful, authentic, spiritual experience and we want to share this with the world.”

The release said SLT maintains a constant dialogue with the missions, industry and global stakeholders through webinars and has taken part in several key seminars and discussions during the recent past. The virtual meetings have assisted Sri Lanka in remaining a top of the mind destination as well as position it as a land of opportunity for tourism investment. As vaccination begins to take effect and with borders beginning to open, the strategic efforts to position and market Sri Lanka will soon reap rewards. The ongoing efforts by Sri Lanka Tourism, which include research, review, and consultation continue to inform decision-making and policy, giving Sri Lanka’s tourism sector a strong and secure position from which to grow.