Economic rejuvenation via USAID tourism project

The US government in a bid to help Sri Lanka to rejuvenate its economy has launched a project to market the country's lesser known attractions targeting high net worth travellers.

US Ambassador Chulie Chung speaking to the Business Times on the sidelines of the launch of the USAID IPOP project said that this would assist in the "economic rejuvenation" of the country and give a fresh look to Sri Lanka.

She also said during the event that the influencers or bloggers will help promote the country's billion dollar industry.

The Ambassador spoke of this year's commemoration of the 75 years of bilateral relations between the two countries as a result of which these projects are being carried out.

Ms. Chung pointed out that she would want Sri Lanka to become democratic, prosperous and make sure that the amazing hospitality of the people is made known to more people around the world.

The Indo Pacific Opportunity Project (IPOP) supported by the United States Agency for International Development (USAID) kicked off the Global Influencer Programme on Monday spearheaded by Steller USA through 10 global influencers to showcase Sri Lanka's lesser known attractions as part of a niche tourism initiative.

The funding for the project would be from the USAID and Steller would be involved in planning the programme and bringing down the 10 influencers from a number of countries that are key markets for Sri Lanka tourism namely the UK, Germany, France, India, Canada, Norway, Poland, the US, and Slovakia.

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu said that this would help in showcasing Sri Lanka as more than just sun, sea and sand.

Speaking with the Business Times he noted this would help to attract the niche tourism segment of high net worth travellers to the country.

For a country with a room capacity of 50,000, he noted that about 9,000 high end facilities were available at present.

Steller Partnerships Director Vazul Szakacs speaking at the event said that this is one of the many countries that they have been marketing so far others being Georgia and Nepal where they have been championing principles of sustainable tourism.

Some of the key attractions that will be spotlighted are Kandy, Sinharaja, kite surfing and snorkeling, Wilpattu National Park, Jaffna, Kandy, Ella, Galle, Trincomalee, Ahangama and wellness tourism through Ayurveda.

As a social media travel marketing firm they said they generally are able to reach out to about 10 million through these campaigns and that is the goal this time around as well for Sri Lanka through these influencers.

Showcasing the different aspects of tourism is relevant, and Steller hopes that following this first campaign in Sri Lanka they will be able to continue more such campaigns.

Showcasing Sri Lanka as a year round destination targeting high value travellers that will stay longer during their visits, Mr. Szakacs said.