“The new sustainable niche tourism strategy will be a catalyst to help further boost Sri Lanka’s tourism sector and bolster the country’s economic recovery”, said USAID Mission Director to Sri Lanka and Maldives, Gabriel Grau, at an event to launch the new strategy.
The United States Agency for International Development (USAID) and Sri Lanka Tourism Development Authority (SLTDA) recently launched a new strategy to reenergise the critical tourism sector by promoting a dozen new sustainable niche tourism categories. From adventure tourism and cultural experiences to hosted/curated experiences and wellness and healing, these categories are set to enhance Sri Lanka’s tourism offerings and attract more global travelers.
Tourism is critical to Sri Lanka’s economy as it exits the pandemic and deals with its internal economic crisis. Pre-pandemic tourism represented 12 percent of the country’s GDP, generating US $4.3 billion in revenue in 2018. Already popular as a tourism destination for its natural beauty and cultural heritage, Sri Lanka will benefit from the new strategy by offering differentiated experiences for travellers seeking an immersive holiday.
Sri Lanka arrivals rose 30 percent in the first quarter over the same period a year ago, however, the segment is highly competitive. Successful implementation of the new strategy will help Sri Lanka to better establish its brand identity, increase its appeal and market share, create jobs and opportunities across the tourism sector.
“The increase in tourist arrivals this year in Sri Lanka is noteworthy,” said Grau, adding, “It shows that Sri Lanka is again ready to realise its full potential as a global tourist destination, following years of downturn due to Covid and the economic crisis. The new sustainable niche tourism strategy will be a catalyst to help further boost these numbers and help Sri Lanka’s tourism sector get back on track.