SL ranked among Conde Nast 2021’s ‘Best Countries to Travel to’

As Sri Lanka gears up to revive its tourism sector, the island nation has secured a position as one of ‘The Best Countries to Travel to’ by the Conde Nast 2021 Readers’ Choice Awards.

Sri Lanka, along with other countries, received their ranking with the readers of Condé Nast Traveller, submitting their votes for tourist destinations they wholeheartedly recommend. The 2021 survey had over 800,000 respondents. 

For the year under review, Sri Lanka bagged a core of 93.96, up from last year’s score of 91.79.

“This significant advancement is a testament to the success of the ongoing efforts to market the island as a unique, experiential destination, offering heady adventures and novel encounters. The ongoing integrated communication campaign by Sri Lanka Tourism, a first of its kind, is bringing tremendous returns in terms of raising the country’s overall profile globally,” the Sri Lanka Tourism Development Authority (SLTDA) said in a statement to the media.
According to Sri Lanka Tourism Chairperson Kimarli Fernando, the increase in awareness has led to a renewed interest in Sri Lanka over the last few years. 

“This is no coincidence and is the result of strategic efforts by Sri Lana Tourism to give the island greater visibility both through traditional avenues and by increasing the island’s digital footprint,” said Fernando, while adding that the focus on key source markets has paved the way for Sri Lanka to showcase its unique offering to the world.

She also pointed out that marketing the island as a niche destination for a more exclusive audience allows for a sustainable model of tourism, one that would ensure a huge influx of visitors once borders reopen, while also giving the industry a strong foundation and a decisive vision to work towards. As Sri Lanka has managed to receive recognition at the 2021 Readers’ Choice Awards, the SLTDA said it acknowledges that it is an indication of the untapped potential that must be actualised.

The authority is of the view that efforts taken during the pandemic to keep Sri Lanka in the spotlight and maintain top-of-mind awareness across its target demographic will guarantee faster recovery for the entire tourism industry. 
The SLTDA expressed confidence in the progress made within the industry during the downtime, allowing Sri Lanka to re-emerge as a “truly world-class destination” that caters to a more high-yielding visitor, opening new revenue streams and pathways to prosperity. 

In a bid to capitalise on the recognition received, the SLTDA will increase emphasis on ‘New Product Development and Promotion’, which is among the ‘Ten Key Pillars’ guide identified by the authority to uplift the local tourism landscape.

The pillar provides a comprehensive framework for implementing the government’s overall vision, which includes closer cooperation between vital sectors such as labour, immigration, technology, innovation and international policy. 

The SLTDA said the new outlook has enabled the island to move away from mass-market tourism and offer a more curated, experience-based model.