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Sri Lanka is preparing a five-year global tourism promotion initiative to target an early revival of the island's tourism sector following the COVID-19 pandemic, local media reported here Monday.
As Sri Lanka relaxed a curfew in 19 districts of the country early Monday, the government said it is preparing the promotion campaign as tourism had emerged as one of the leading foreign exchange-earners.
"We are now finalizing the Terms of Reference and Appointment of the Procurement, Project and Technical Evaluation Committees and will start the process, to be in readiness when the time is right," Sri Lankan Tourism Chairperson Kimarli Fernando told the local Daily FT.
Fernando said a traveler-focused, evidence-based promotion strategy will be developed.
"The approach focuses on consumer types and will allow a research-supported global promotional campaign for Sri Lanka," she added.
Due to the ongoing COVID-19 pandemic, the global tourism industry has been one of the worst-hit. In Sri Lanka over 300 COVID-19 cases have been reported to date.
Fernando said despite the uncertainty of the current situation, it was imperative to address day-to-day matters, whilst maintaining the foresight to plan ahead.
"I look to all associations to provide us with their formal proposals to help Sri Lanka tourism to complete an inclusive long-term strategy," she said, adding that the Sri Lanka Tourism Alliance industry grouping has already submitted a proposal.
Fernando further said COVID-19 provides an opportunity for Sri Lanka tourism to re-profile itself when the time is right.
"We can realign our focus towards higher-yielding tourists and a unique Sri Lanka experience; while ensuring the safety of travelers, our employees, and citizens," she added.
According to official statistics from Sri Lanka Tourism, the country in January and February attracted over 400,000 tourists.
Last year Sri Lanka attracted over 1.9 million tourists.
(ASIA PACIFIC DAILY)
