Tourism Industry of

Sri Lanka*122013 *122021 *122110 *122127

*122139 *122189

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Overview

• What is tourism• Types of tourism• Tourism in Sri Lanka• What is domestic

tourism• History of tourism• Current situation• Strategies• How to promote• Challenges and trends

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travel to and stay in places outside their usual

environment for not more than one consecutive year for leisure, business and other purposes

– WTO

What is Tourism

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International Tourism Internal Tourism Domestic Tourism National Tourism

Types of Tourism

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Mostly concentrated on domestic tourism Fast growing industry major source of foreign exchange earnings

and employment Closer competitors – India, Bangladesh and

the Maldives Natural beauty is a competitive advantage

Tourism in Sri Lanka

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VisionTo establish and position Sri Lanka as Asia's most treasured and greenest island,

with its beautiful beaches, warm and friendly people, with a strong nature, culture and adventure offering, raising its profile to that of an Asian tourism icon and make it the largest foreign exchange earner of Sri Lanka.

Tourism in Sri Lanka

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Reasons for Promoting and Encouraging

Domestic Tourism Major Areas That Concern Domestic Tourism Related facilities

Accommodation & Comfort facilitates Water & Sanitation Emergency medical services Transport Guiding services

Domestic Tourism

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Ceylon Tourist Board established in 1966 Beach resorts, ancient cities and mountain

region were the main attractions A large bulk of the tourists was coming from

Western Europe The civil war had adversely affected tourism

History

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Sri Lanka has established connections with travel

and tourism industry partners over the world Has a 2020 vision of achieving total travelers of 4

million with extended travel nights and revenues Most sought after travel destination among the

UK tourists Boomed to a new milestone of 1,527,153 arrivals

in 2014, which is an increase of 19.8%

Current situation

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Policy framework to support investors and the

industry Improvements to the regularly framework Development Guidelines Transportation Solutions Developing Industry Professionalism

Strategies

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Promote lesser known areas using electronic

and paper media Develop staging facilities Code of ethics for the domestic tourists Identify the new trends Improve facilities and make tourists aware of

them

How to promote

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Credit crunch in 2008 Fluctuating oil prices and increased air ticket prices Unavailability of data regarding tourism Lack of target group marketing, cohesive marketing

strategy and campaign Unable to cope with the large tourist numbers High turnover of staff in F&B and other areas of a

hotel

Challenges

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Soft adventure tourism Health tourism, particularly incorporating the

traditional practices of Ayurveda and spa Combination of national parks linked to

cultural attractions offers excellent opportunities for ecotourism

Trends

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Sri Lanka tourism has to be promoted and is

aiming for high growth Must improve air access, undertake up-market

promotion and enhance regional cooperation Human resource development is required to

ensure high service standards

Conclusion

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Q & A

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THANK YOU!!!