‘Refreshingly Sri Lanka’ pays dividends

by Lalin FERNANDOPULLE

The number of tourist arrivals increased in the first two months of this year compared to last year due to the ‘Visit Sri Lanka’ campaign which has generated immense enthusiasm about the country, a top official of Sri Lanka Tourism said.

Tourists arrive at the airport

Arrivals in January this year were 74,197 as against 50,757 recorded in the same month of 2010 which marked a revival of tourism following the end of the 30-year conflict.

Tourist arrivals last year were 654,476, a 46 percent month on month growth compared to a dull year in 2009 which was partly marred by the last phase of the conflict.

The space crunch in hotels and resorts is one of the main impediments to woo tourists to the country.

Sri Lanka Tourism has taken steps to increase the number of hotel rooms from the current 14,000 to 35,000 to meet the target of attracting 2.5 million visitors by 2016.

Chairman Sri Lanka Tourism Dr. Nalaka Godahewa said many of the hotels and resorts have undertaken construction and as a result the number of guests have reduced.

The number of visitors last month was up 14.8 percent to 65,797 compared to a year earlier despite a drop in arrivals from the United Kingdom and Germany, two key markets for Sri Lanka.

Tourism growth this year has been spurred by large influx of spectators for the Cricket World Cup matches. Sri Lanka, India and Bangladesh are co-hosting the iconic event of the cricketing world.

Local and foreign visitors have been flocking in large numbers to some of the picturesque venues in the country for the World Cup matches.

Hotel occupancies in the city and resorts reached peak since the launch of the spectacular cricketing event last month.

Sri Lanka’s tourism revenue has been mainly driven by Western, South Asian and East Asian markets.

Eastern Europe, Middle East and North American markets contribute a fair share to the Sri Lankan tourism industry.

The ‘Refreshingly Sri Lanka’ campaign which kicked off this year to promote the destination under 12 themes for each month has begun to pay dividends to tourism, the official said.

The theme for this month is ‘Conferences’ which is a vital component of MICE. MICE (Meetings Incentives Conference and Exhibitions) tourism contributes a major share to Sri Lanka tourism.

General Manager, Sri Lanka Convention Bureau (SLCB), Vipula Vanigasekera said that Sri Lanka has done reasonably well in the MICE sector given the infrastructure and other facilities.

The MICE industry aims to position Sri Lanka internationally as a recognised venue for meetings and exhibitions.

He said that India is the primary market for corporate meetings and added that steps will be taken to promote the Pakistan and Far East markets

“Positioning the country for MICE tourism needs a different approach as the customers are institutions, corporates, associations and executive committees”, Vanigasekera said.

The Malwari religious gathering, the 10th International Epidemiological Conference, the Asia Pacific Dental Conference, the ninth Asia-Pacific Roundtable for Sustainable Consumption and Production, the International Flight Services Asia Pacific Conference and the Asia Pacific Quantity Survey Conference are some of the major conferences held at the SLCB.

The BMICH and Sri Lanka Exhibition and Convention Centre are the known purpose built convention centres.

The limitations at these centres has created the need for a mutipourpose convention centre for the MICE industry.

Vanigasekera said the Ministry of Tourism is aware of the need for a multi-purpose convention centre.

SLCB is in search of a suitable location which will be finalised soon.