Sri Lanka tourism is an industry targeting $8 bln revenue

Sri Lanka tourism is a US$ 8 billion revenue targeted industry which is today just $1.7 billion, according to newly-appointed Chairman of Sri Lanka Tourism and Promotion Bureau (SLTPB), Rohantha Athukorala.

He told the Business Times on the sidelines of the ‘Sancharaka Udawa’ (tourism trade fair) media briefing held in Colombo on Thursday, that “If you take the total value chain of the Sri Lankan tourism industry, it’s about $8 billion revenue. The apparel sector is only $5 billion, tea is about $1.7 billion and IT /BPO is about $1 billion. The policymakers must look at this industry for the future, not only looking at apparel, tea and other industries,” he added. At the media briefing Mr. Athukorala said that the 5th consecutive ‘Sancharaka Udawa’ exhibition which is to be held at the BMICH in Colombo on April 24- 25 will look at the different touch points. Some 25 per cent of the people, who had visited Sri Lanka once, come back because of the loyalty and the unforgettable experiences they gained from Sri Lanka. There are many positive vibes spreading across the world about Sri Lanka, he pointed out.

He also stressed that creating awareness and branding Sri Lanka worldwide is the main goal of the SLTPB.

More expenditure is budgeted in marketing Sri Lanka to promote Sri Lanka. The private sector is driving the promotion programmes. A new logo has been designed for the ‘Sancharaka Udawa’ exhibition after four years including all colours with the theme being ‘Sri Lanka’s only Tourism Fair.’ At the briefing it was mentioned that there will be 200 stalls at the exhibition including many local stalls and a few outbound tour operators. ‘Sancharaka Udawa’ was conceptualized and organized as a platform to showcase the small to medium enterprises and entrepreneurs of the tourism industry. This platform has helped many a small venture and the popularity of the event is testimony to its success in achieving its objectives.

Most often the local market is unaware of what is available to them in their own country and the bigger companies are often unaware of the new products and services that are available in the tourism circuit. The exhibition will be the ideal platform for all these elements to come together and business opportunities are explored for the mutual benefit of all.

Mr. Athukorala said that the 5th consecutive ‘Sancharaka Udawa’ exhibition which is to be held at the BMICH in Colombo on April 24- 25 will look at the different touch points. Some 25 per cent of the people, who had visited Sri Lanka once, come back because of the loyalty and the unforgettable experiences they gained from Sri Lanka. There are many positive vibes spreading across the world about Sri Lanka, he pointed out.

ST Graphic by Indramurthi Jayasuriya Source: SLTDA Sri Lanka recorded arrivals of 156,246 holidaymakers to the country in January this year which was a 6.6 per cent increase from the same period in 2014 as stated in the Sri Lanka Tourism Development Authority statistics. Highest arrivals were from India at 22,944, China increased by 8.9 per cent to 11,735, the UK at 13,410, Germany recording 10,375 visitors and 9,240 Russians (but this country posted a drop of 13.6 per cent), 3,312 from the Ukraine (a drop of 48.4 per cent).