SL explores avenues to address negative publicity to uplift tourism sector

The Foreign Affairs Ministry and tourism sector authorities and stakeholders are exploring avenues to see where efforts can be stepped up to reverse the negative publicity regarding Sri Lanka.

As the tourism sector continues to face the hit from the negative portrayal of destination Sri Lanka, the national economy is unable to fetch the much-required foreign exchange via tourism earnings.

Towards the latter part of last week, Foreign Affairs Minister Ali Sabry held a discussion with the industry and foreign missions to identify the issues the sector is hit with and the possible strategies that could help to address the challenges.

Emphasising that tourism promotion is one of the key economic priorities of Sri Lanka, which is specially significant in the current economic context as a direct source of foreign exchange, Sabry asserted that Sri Lanka missions and posts abroad have a prominent role to play in positioning Sri Lanka as an ideal destination for tourists and countering negative publicity.

One of the major issues that was pointed out during the meeting was the travel advisories that have not yet been fully reversed by the source markets of Sri Lanka tourism.

Countries such as Australia and Germany have not revoked or relaxed the travel advisories that were issued when the economic and political crisis erupted in Sri Lanka in the month of May. The two countries are key markets for Sri Lanka tourism.

Despite a clear improvement in the ground situation, certain source markets have made no move to remove the advisories. 

In an effort to address the issues revolving around negative publicity, the Sri Lanka Tourism Development Authority has been instructed to draft a ground situation report, which will be shared with the foreign missions via the Foreign Affairs Ministry. 

The communique will be shared on a weekly basis, so that the missions are equipped with information on the latest developments and events in the country.

The foreign missions were urged to step up efforts and be more proactive in getting the travel advisories removed and promoting Sri Lanka in countries they serve in.