The Sri Lankan diaspora who live in Australia is expected to play a pivotal role in Sri Lanka Tourism promotions in Australia, The Daily Morning Business learnt.
Speaking to The Daily Morning Business on Monday (24), the Sri Lanka Tourism Development Authority (SLTDA) Chairman Priantha Fernando stated: “The diaspora (in Australia) will be playing a key role in promoting Sri Lanka tourism. Initial response (on promotions) is encouraging and for certain, Australia will receive attention as a priority market in our promotional drives.”
When The Daily Morning Business inquired on the potential in attracting Australians to Sri Lanka as tourist destination, Fernando responded saying that Sri Lanka Tourism observes a significant potential in the country as there is an increasing demand for the country as an emerging market for Sri Lanka.
Accordingly, Sri Lanka Tourism Promotion Bureau (SLTPB) along with the Ministry of Tourism and Lands held three roadshows in the cities of Perth, Melbourne, and Sydney, promoting Sri Lanka as an ideal destination to spend their dream holiday during the Winter season.
Sri Lanka Tourism is in the midst of increasing air seat capacity to Sri Lanka in either direct or indirect flights.
However, the SLTDA could only influence and facilitate either an increased number of flights or increasing the frequency of flights as it is a combined effort. Fenando asserted that the SLTDA is “certainly” to pay its part in Australian tourists embarking the island.
Fernando continued saying that the subject Minister also has had initial discussions in this regard.
A recent statement by the Ministry of Tourism and Lands read: “The second roadshow in Sydney, which was held at Four Seasons Hotel on 13 July, concluded on a successful note, bringing positive output from discussions between Australia’s national carrier Qantas Airways and Jet Star.”
The Ministry also noted that the Minister had discussions with Flight Centre, for future collaboration in order to promote the destination.
Moreover, the statement noted that during these discussions, the possibilities of cultural exchange programmes and sports holidays were also explored.
Plans were also initiated on the sidelines on holding a grand tourism roadshow targeting 2024, including the key factors, products which could be marketed, and various avenues which could be promoted.
The SLTDA Chair added that when the initial spade work is conducted, the Destination Management Companies (DMCs) should also join hands with the Promotional Bureau (SLTPB) in carrying out some road shows.
“B2 B (Business to Business) and B to C (Business to Customer) campaigns need to take place but the timing and ground conditions are also important to ensure we do not waste precious resources,” Fernando told The Daily Morning Business.
Sri Lanka witnessed 100,000 arrivals for this month (July) and recorded around 725,000 arrivals for the year (2023) thus far, surpassing last year’s (2022) 719,000 tourist arrivals
