Sri Lanka Tourism partners with Australia for a 5-year roadmap

 

Yesterday, the Sri Lanka Tourism Development Authority (SLTDA) announced its collaboration with the Australian Market Development Facility (MDF) to develop a research roadmap that would pave the way for the positioning of Sri Lanka as the leading tourism destination in Asia. Since the industry needs accurate knowledge to make evidence-based decisions, the roadmap will allow for a clearer understanding of tourism behavior, which will, in turn, help the public and private sectors prepare strategically.

This strategy is the first time a systematic review has conduct to assess the efficacy and use of the SLTDA's data collection efforts. In position with the ambitions set out in the Sri Lanka Tourism Strategic Plan, the SLTDA established the need for better quality data and research to enhance the strategic direction of Sri Lanka's tourism sector, said Kimarli Fernando, Chairman of Sri Lanka Tourism. He spoke of the SLTDA's objective of finding a diverse range of visitors, tourism facilities, and services to make Sri Lanka a top global tourism destination.

Mrs. Fernando also said the roadmap would help improve the research capabilities and practices of the SLTDA to identify opportunities for new investments, promotions, and policies. To analyze the existing research systems and procedures, the SLTDA and MDF will work closely. The alliance will also carry out a different review.

"Based on this, a five-year roadmap will create, focusing on improving the collection, analysis, and use of tourism data," Fernando said. She added that a series of measures to take over the next five years are listed in the roadmap, putting Sri Lanka Tourism's potential to the levels adopted globally by leading tourism destinations. 

The initiative expects to support the national tourism organization (NTO) and industry stakeholders effectively respond to the current global travel and tourism industry standard.

The involvement of Australia in this study is part of its broader support for the Sri Lankan tourism industry through the MDF, supported by the Government of Australia and implemented by Palladium, in collaboration with Swiss Touch. Australia has offered support to the SLTDA in the past to improve its research potential by facilitating a study tour with Tourism Research Australia (TRA) for the SLTDA staff.

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. Traveler entrances to the country 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. Foreign businesses/investors could, therefore, explore business opportunities in Sri Lanka's tourism industry.

VBS/AT/23102020/Z_TB5