Sri Lanka banks on increased promotional activities to bring in 2.5mn tourists this year

• Digital marketing campaign in 3 key markets to kick off by end-next month
• Govt. mulls opening up Palavi airport to attract more Indian tourists    

By Harshana Sellahewa

Sri Lanka will see the arrival of 2.5 million tourists this year amid the amplified efforts to promote Sri Lanka’s tourism product at several key markets, according to Tourism Development and Christian Religious Affairs Minister John Amaratunga.

The minister made this statement on Tuesday at a press conference held to recognise Kandy’s Santani Resort and Spa for being the first local entity to be featured in the TIME Magazine’s ‘World’s Greatest Places’ list, published last week.

Amaratunga further said that at this rate, Sri Lanka is expected to see the arrival of four million tourists by 2020. 

The minister said his proposal for the digital marketing campaign has been approved by the Cabinet and by end-September/October it would be carried out in key regions, namely, Europe, China and India. 

Another launch is also expected to take place, which will focus on branding Sri Lanka as the ideal travel destination during the World Travel Market in London.
The minister said that the successful promotion on CNN and the planned branding and marketing campaign in November would bring more high-end visitors to Sri Lanka.

Amaratunga also said that it is being discussed at Cabinet level to open up Palavi airport, which would assist in increasing Indian tourist traffic.

“There will be certain flights that come from South India that can bring about 70-100 passengers, which will be another incentive for Indians to come to Sri Lanka. 

Like that, internal domestic airports are now being opened up. All this will contribute to increase the numbers of foreign arrivals,” he said. 

Touching on the debate on whether the minimum room rates for city hotels should be continued or revoked, Colombo City Hotels’ Association Chairman Shanti Kumar, who also spoke at the event, said that his association has requested to continue with the minimum rates for city hotels within Colombo. However, Sri Lanka Association of Inbound Tour Operators (SLAITO) President Harith Perera said that the SLAITO stands against the minimum room rate, as they think that the market should determine the rate.

“For example, Santani should not be regulated by a minimum rate as Santani has something unique to offer, so they can charge US $ 600 if they want. The same concept should be applied to the city hotels as well. Hopefully, if the rate is as per the product and as per the demand, as an association we feel that the numbers will increase,” he said.