The Sri Lanka Tourism Press Conference held during ITB 2024 emerged as a pivotal platform for unveiling the nation’s ambitious targets and strategies in the tourism sector. With the active participation of over 50 esteemed journalists and travel influencers primarily from Germany, the event underscored Sri Lanka’s commitment to sustained growth in tourism.
Building upon the momentum garnered in 2023, the press conference provided a comprehensive overview of Sri Lanka Tourism’s achievements to date. Key highlights included remarkable increases in tourist arrivals, revenue generation, enhanced airline connectivity, and the introduction of innovative tourism experiences across the destination.
Notable figures from both government and industry sectors graced the head table, signifying a collaborative effort towards advancing Sri Lanka’s tourism agenda. Hon. Harin Fernando, Minister of Tourism, Lands, Sports, and Youth Affairs, led the panel alongside H.E. Varuni Muthukumarana, Ambassador of Sri Lanka for Germany, Chalaka Gajabahu, Chairman of SLTPB, and Dushan Wickramasuriya, Director of Marketing at SLTPB.
The industry’s voice resonated through esteemed representatives including Nalin Jayasundara, Vice President of the Sri Lanka Association of Inbound Tour Operators (SLAITO), Eksath Wijeratne, Vice President of The Hotels Association of Sri Lanka (THASL), and Chinthaka Weerasinghe, General Manager (Europe) of Sri Lankan Airlines.
Central to the discourse was Sri Lanka Tourism’s bold aspirations for the year 2024 and beyond. The nation aims to attract 2.3 million tourists and surpass $4 billion in revenue, setting the stage for exponential growth in the coming years. With a long-term vision of welcoming 5 million arrivals and achieving $21.6 billion in revenue by 2030, Sri Lanka’s commitment to becoming a premier global tourism destination was palpable.
Throughout the conference, emphasis was placed on sustainability, resilience, and inclusivity as guiding principles for the industry’s growth trajectory. By harnessing the collective expertise of government officials, industry leaders, and international partners, Sri Lanka is poised to realize its full potential as a beacon of responsible tourism in the global arena.
As the curtains closed on the press conference, a sense of optimism pervaded the room, fueling anticipation for the transformative journey ahead. With unwavering determination and strategic foresight, Sri Lanka is poised to emerge as a shining exemplar of sustainable tourism excellence on the world stage.
