It’s about next...

“That is the big question mark for travel,” the expert pointed out.

Furthermore, Mendiratta emphasised that it is essential for the industry to recognise the value of remobilising the travel and tourism supply chain and optimising the yield.

She pointed out that it is the quality of the travellers, not the quantity, that requires focus. Therefore, for the industry to bounce back faster, it is imperative to understand and acknowledge that the motivation of travellers is going to shift fundamentally in the near future.

“Purpose-led travel is going to become critical because of all of us being grounded. The need to travel has come out to the forefront. It is not the physical need to explore but the psychological need of being connected again,” Mendiratta said.

Meanwhile, Cinnamon Hotels & Resorts Brand Marketing Head/john Keells Holdings Vice President Dileep Mudadeniya noted that the POST-COVID-19 scenario is not about reopening but is about reimagining, where that effort would require a well-thought-out strategic focus.

“Marketing campaigns alone will not be able to get this sustainable recovery. Very few destinations have been successful in purpose-driven tourism and this has resulted in a drop in travel values,” he said.

If Sri Lanka gets it right, Mudadeniya opined the reward will create a unique opportunity to reposition the island nation to reflect its true competitive advantage, attract a high yield of visitors and the opportunity to derive higher level of profitability that is inclusive of sustainability.