Ambitious plans underway to make SL a ‘happening’ tourist destination

16 February 2024 02:00 am - 14 - {{hitsCtrl.values.hits}}

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SLTPB set to enter into agreements with consortium of global brands, both foreign and domestic
Objective is to significantly boost tourism activities, with goal of increasing average daily spend of tourists
SLTPB chief hints ‘unique’ event to take place in Sigiriya
Plans afoot to collaborate with European Union to launch a wellness tourism campaign

By Nishel Fernando

Sri Lanka’s tourism sector is gearing up for a major transformation, as the authorities unveil an ambitious plan to make the country one of the world’s most dynamic and sought-after destinations.

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu announced on Wednesday that the SLTPB is set to enter into agreements with a consortium of global brands, both foreign and domestic, to sponsor and promote a series of exciting events. This move comes as part of a larger strategy to boost tourism and make 2024 the best year yet for Sri Lanka’s tourism industry.

“We will make it a more happening destination; 2024 is going to be a very positive year,” Gajabahu added.

Sri Lanka’s tourism scene has long grappled with a shortage of compelling events and activities to engage tourists and encourage higher spending. This is a concern that has been frequently raised.

The fresh initiatives by the tourism authorities aim to significantly boost tourism activities, with the goal of increasing the average daily spend of tourists to US$ 500 from the current US$ 160, putting Sri Lanka in league with luxury destinations like the Maldives.

As per the provisional data by the Central Bank, the earnings per tourist witnessed a rebound in January 2024. The earnings per tourist arrival have improved to US$ 1,641 in January, from US$ 1,580 in the 1H23. In the 2H23, earnings dropped significantly.

‘‘We will make it a more happening destination; 2024 is going to be a very positive year” -Chalaka Gajabahu

“This is a step-by-step process. It won’t happen overnight,” Gajabahu emphasised.

The event calendar will feature a diverse range of activities, including a water festival, Ride for Ceylon and a ‘unique’ event in Sigiriya.

“I can’t divulge more details of the Sigiriya event but I can say it will be a surprise,” Gajabahu teased.
Additionally, a key MICE event is scheduled to be held in the south of Sri Lanka next year.

The recent surge in European tourists has been particularly encouraging for the tourism sector. The European tourists, known for their longer stays of nine to ten days or even up to two weeks, contribute significantly to tourism revenue.

Gajabahu highlighted the success of influencer programmes in promoting Sri Lanka in emerging European markets such as Poland. SLTPB plans to expand the influencer programme with a category-based approach.

Furthermore, the SLTPB, in collaboration with the European Union, will launch a wellness tourism campaign by inviting 30 influencers from Germany and France, starting from 15th of this month.

With these new initiatives, the SLTPB is confident of surpassing its 2.3 million tourist arrivals target and US$ 4 billion in income for the year.

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Comments - 14

Dr. Amila Kankanamge Friday, 16 February 2024 06:59 AM

Pachabahu and other Horin's old boys will need a place to hide after JVP comes.

Kandiah Balendran Friday, 16 February 2024 07:00 AM

What clowns, go back to the SJB. The place for expensive clowns.

Sivalingam Friday, 16 February 2024 07:00 AM

Indian smugglers are not tourists.

Mary Millington Friday, 16 February 2024 07:25 AM

The heat in Colombo is not conducive to daytime activities, except sitting at a beach or hotel pool. The place needs to start “buzzing” at dusk with more activities commencing when the peak hour traffic has finished.

Sambo Friday, 16 February 2024 07:27 AM

Fire dancing and devil dancing is not a happening. There should be safety, democracy, and peace in a country to attract tourism.

wickrama wijayasiri Friday, 16 February 2024 07:27 AM

Even now it is so. They are bombed, chased, fleeced, and occasionally raped.............. What more?

wickrama wijayasiri Friday, 16 February 2024 07:38 AM

Fleeced means not treated as equal human beings. Differential fees for everything. At some places 'crooks' are demanding money for them to walk on the beaches. Even the Tuk-Tuk drivers change their fare after they get in. Is there a tourist police to curb these?

As the king goes, so do the citizens Friday, 16 February 2024 03:14 PM

As the king goes, so does the subjects

ERAN Wicks Friday, 16 February 2024 08:58 AM

Happening in crime and corruption.

Fact Friday, 16 February 2024 09:23 AM

First we need to develop tourism infrastructure to higher standard ,our toursim minister must visit these places and find how things are developed 1 France 79.4 million 2 Spain 71.7 million 3 United States 50.9 million 4 Turkey 50.5 million 5 Italy 49.8 million 6 Mexico 38.3 million 7 United Kingdom 30.7 million 8 Germany 28.5 million 9 Greece 27.8 million 10 Austria 26.2 million

Ah Friday, 16 February 2024 09:41 AM

Govt must continue to help the minister and other people involved to achieve. Otherwise any other party will not want to carry on with the previous govts projects even its viable

Ron hardy Friday, 16 February 2024 10:40 AM

Sri Lanka is a beautiful country with somuch potentials to attract tourist in many ways that realy blows away we need a professional team to come up with somany difrent holiday experience for tourist to experience in this part of the world for all tourist kids families the young and older adults etc.the beaches up country history water falls mountains wild life herbal remedies treatments cultural events etc etc holiday experience to remember for life...

Chin Friday, 16 February 2024 11:16 AM

Still trying to depend on old glory, instead make Colombo is more happening place, identify designated areas to be active till drone rather than closing all activities by 10.00pm other than few casinos and some filthy SPAs and so called night clubs. Then tourist will spend more.

Sam Friday, 16 February 2024 12:48 PM

Just getting rid of those idiots trying con you into an overpriced taxi ride and exchanging money outside the airport would be a good start.

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Ambitious plans underway to make SL a ‘happening’ tourist destination

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