Via
partnerships, Sri Lanka Tourism is collaborating with the Sri Lankan missions
overseas to intensify organised and targeted tourism promotions in the new
normal. In this sense, the visit of Dr Palitha Kohona, the newly appointed Sri
Lankan Ambassador to China to Sri Lanka Tourism, was very much appreciated.
In promoting
tourism in China, the Ambassador ensured a strategic degree of support while
concentrating on driving high-net-worth visitors to create more excellent value
for the local economy. The Ambassador welcomed by Kimarli Fernando, Chairman of
the Sri Lanka Tourism Promotion Bureau (SLTPB), and senior officials, followed
by a detailed discussion on the way forward for tourism promotion in China.
Sri Lanka has
good route connectivity with China, where the national carrier, SriLankan
Airlines. Further, Sri Lanka, and other Chinese airlines such as China Eastern,
China Southern, Air China, operated more than 32 frequencies per week (pre-COVID).
As a result, China has become Sri Lanka's second-largest tourism generating
market.
This market's
importance is not only due to the number but also to the potential value it can
produce. In 2019, about 169 million Chinese travelled overseas with an average
expenditure of $135 billion, according to the China Tourism Academy Data Center.
There is a sizeable high-end market segment seeking exclusive experiences and
luxury to generate higher tourism revenue for the local industry. Because of
the price-driven competitive emphasis, however, Sri Lanka was not able to capitalise
on this critical market strategically.
The Ambassador's
discussion paved the way for a strategic consensus on the Chinese market's
tourism outlook, where concerted efforts made in line with the proposed global
communication campaign.
OSL Take: Sri
Lanka's tourism trade is on an uninterrupted growth path and is one of the fast-growing
economic sectors in the country. Tourist arrivals to island are on a constant
growth path as well, which in turn has resulted in the development of
business/investment opportunities in Sri Lanka's tourism industry. Sri Lanka
continues to make it to the top as a must-visit destination in lists of travel
destinations compiled by renowned travel publications.
VBS/AT/20102020/Z_6TB
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