Sri Lanka Tourism is on track to notch 50 percent of the 2018 tourist arrivals figure by end this year and end 2022 with around 1.1 million travellers, according to a Sri Lanka Tourism Development Authority (SLTDA) senior official.
Sri Lanka registered close to 200,000 visitors last year down from the pre-pandemic high of around 2.3 million in 2018. A resurgence in the number of arrivals was seen this year recording 82,327 visitors in the first month this year.
According to data, the Maldives registered 1.3 million tourist in 2021 against 55,494 arrivals in the previous year despite the global pandemic.
“We are confident of achieving our goal this year focusing on the yield,” said SLTDA Chairperson Kirmali Fernando taking part in the launch of the ‘One island, A Thousand Treasures’ destination promotion campaign with Cinnamon Hotels and Resorts last week.
The SLTDA chief was upbeat about a steady re-bounce of the lucrative industry this year with a vaccination drive which she claimed has been successful in convincing travelers to return to the island.
She said by partnering the campaign content creators, social media influencers and visitors alike would take on the challenge to explore authentic sites and sounds of the island.
According to Fernando the long over-due global tourism promotional campaign is at its last leg and hopefully to be launched in the third quarter of this year.
The campaign will be launched in key source markets via television commercials, public relations and digital marketing initiatives.
The success story of how Sri Lanka had handled the global pandemic and has taken a lead in recycling will be shared by travelers themselves, Fernando said while commending the efforts of all those behind launching the country’s first Sri Lanka Tourism Travel Map comprising over 5,000 sites of wildlife and the island’s rich biodiversity.
The campaign aims at unveiling the unknown stories behind Sri Lanka’s unique culture, heritage and biodiversity to the world of travel.
The stories will be promoted via digital platforms to engage with the global audience through social media and digital marketing to entice travelers to visit Sri Lanka. The tourism promotional initiative also targets the creation of new business opportunities for local entrepreneurs in arts and craft.
Digital content creators can record their discoveries and share them with Cinnamon Hotels and Resorts team via the One Island, A Thousand Treasures website or through Facebook, Instagram or YouTube tagging@CinnamonHotels and #OneIslandThousandTreasures.
All entries will be reviewed by a panel and the best submissions will be rewarded.