Positive changes in the tourism industry in Sri Lanka are visible with investments in hotels, road networks, infrastructure development in airports and ports, use of modern technology and above all people being more relaxed and happier to give the best of the country to foreign visitors, according to a group of French travel agents.
The travel agents were in Colombo to attend a two-day annual congress of the French Travel Agents Association known as Le Journées de Entrepreneurs du Voyages (JEV) at the BMICH last week.
The congress was held in Sri Lanka for the first time and 300 French travel agents took part. JEV carries out all the activities of the tourism industry in France. France has maintained close links with Sri Lanka in promoting tourism, bilateral trade and providing development assistance. French assistance to Sri Lanka in the aftermath of the tsunami is a hallmark of the mutual relations.
JEV Vice President Richard Soubille said the number of tourist arrivals from France to Sri Lanka recorded a 20 percent growth this year compared to last year and added that the number of French travellers to Sri Lanka will surpass 100,000 by the end of this year.
The number of visitors from France last year was around 70,000. “Security in Sri Lank has improved vastly over the years making it a safe destination to travel. We are positive about attractions here such as environment, cultural sites, wildlife parks, landscape and pristine beaches,” Soubille said.
However, he said, Sri Lanka should use the Western media to promote the destination and compete among other destinations in the region. “Sri Lanka must position its image among global travellers. The image of the destination is linked to the capacity it has to invest in carrying out promotional activities in overseas markets.”
He said Sri Lanka was deprived of the opportunity to promote the destination for travel due to the conflict. “Now that it has the opportunity, it must make good use of it to attract travellers. Sri Lanka should also get good feedback from French customers of his or her stay, the reception, hospitality of the people and quality of service.”
French travel agents were in Sri Lanka on the invitation of the government to hold the annual congress. Last year’s congress was held in France, while Morocco, Egypt and China were other host destinations.
“If JEV and the Sri Lankan tourism industry continue to collaborate in the same spirit initiated in the congress there is no doubt the travel agents will promote Sri Lanka as a destination, putting it among the most interesting locations with real value for holidays,” Soubille said.