PATA CEO Praises Sri Lanka’s Tourism Growth and Innovation
Sri Lanka’s tourism sector is paving the way for prosperity and growth, according to Pacific Asia Travel Association (PATA) CEO Noor Ahmad. Speaking at the National Tourism Awards 2024, organized by Sri Lanka Tourism, Ahmad highlighted the country’s unique offerings and emphasized the importance of innovation and collaboration.
Sri Lanka: A Land of Legends and Legacy
Describing Sri Lanka through the lens of “3 Ls – Land of Legends and Legacy,” Ahmad praised the country’s rich history and cultural heritage. He noted that Sri Lanka’s identity as a tourism destination is deeply rooted in its legends and enduring legacy.
From mythical Ramayana sites and Sigiriya’s iconic Lion’s Rock to ancient stupas and colonial landmarks, the country offers a blend of historical and cultural experiences. Festivals like Vesak and Esela, he added, keep these traditions alive, making Sri Lanka a truly unique destination.
The Role of Innovation in Tourism Success
While celebrating Sri Lanka’s achievements in meeting its 2024 tourism targets, Ahmad stressed the need for innovation. He pointed out that successful marketing campaigns must go hand-in-hand with evolving tourism products and world-class services.
“Innovation and competitive strategies are crucial to elevating Sri Lanka’s global standing,” he said.
Inclusive Growth and Collaboration
Ahmad called for greater stakeholder and community involvement to ensure tourism’s benefits are widely shared. He acknowledged the dedication of industry professionals, whose work enhances Sri Lanka’s reputation while enriching the lives of its people.
“With a collaborative approach, Sri Lanka can achieve sustainable growth that benefits everyone,” he added.
PATA’s Strong Ties with Sri Lanka
Ahmad also recognized Sri Lanka’s long-standing contributions to the PATA. He highlighted the country’s role in hosting key events and fostering regional cooperation.
Looking ahead, he expressed enthusiasm for bringing PATA initiatives back to Colombo. “I am excited to collaborate on efforts that will strengthen our partnership and position Sri Lanka as a leading global tourism destination,” he said.
