Friday, July 5, 2024
reading time: 2 minutes
Sri Lanka is looking to achieve a major milestone in 2024 by targeting 2.5 million tourists. This ambitious target is a testament to the resilience of the country’s tourism sector and its commitment to becoming a major travel destination. Following the global challenges it faced in recent years, Sri Lanka’s tourism industry has been steadily recovering and showing promising signs of recovery.
Targeting Indian tourists
India remains Sri Lanka’s primary source market, contributing 18% of total tourist arrivals. To boost these numbers, the Sri Lanka Tourism Promotion Bureau and the Sri Lanka Convention Bureau have organised a series of roadshows in Indian cities such as Indore, Vadodara and Surat. These events, supported by the Consulate General of Sri Lanka in Mumbai, Sri Lankan Airlines and various travel associations, aim to highlight Sri Lanka as a year-round tourist destination.
Economic Impact and Revenue Targets
In 2023, Sri Lanka’s tourism sector crossed $2 billion in earnings. For 2024, the country has already earned $1.25 billion in the first four months. Harin Fernando, Honourable Minister of Tourism, Land, Sports and Youth AffairsHe expressed optimism about achieving the target of 2.5 million tourists, pointing to the global marketing campaign “Back for More” and participation in major international events as key strategies.
Expanding connectivity between airlines
SriLankan Airlines plays a crucial role in this growth strategy. The airline’s CEO, Richard Nuttall, She highlighted the performance of Air India, which has an average load factor of around 74%. The airline plans to increase its frequencies and expand its fleet to 25 aircraft by the end of the year. SriLankan Airlines currently operates direct and interline flights to 114 destinations in 62 countries, with direct services to nine Indian cities.
Strategic Initiatives for the Indian Market
SriLankan Airlines is enhancing its services to Indian travellers by increasing frequencies and introducing new destinations as the fleet grows. The airline maintains 18 codeshare partnerships, including one with Air India, and is in talks with several Middle Eastern and South Asian airlines to enter into new partnerships. For the Indian trade market, agents can access discounted fares, free date changes and incentives through the New Distribution Capability (NDC) platform.
Authentic Sri Lankan Experience
Richard Nuttall emphasized on providing an authentic Sri Lankan experience to passengers, from onboard food to hospitality. The airline is also digitizing the airport experience, with self-check-in kiosks and bag drop facilities, and plans to expand its mobile app services for digital check-in and boarding soon. A new marketing campaign targeting India is also underway.
Sustainability efforts
SriLankan Airlines is committed to sustainability, focusing on reducing its carbon footprint through fuel efficiency, carbon emissions monitoring and waste reduction initiatives. The airline is also involved in restoring Sri Lanka’s mangrove forests and preserving seagrass habitats.
Conclusion
Sri Lanka’s goal of attracting 2.5 million tourists by 2024 is supported by strong strategies targeting key markets, enhancing airline connectivity and encouraging sustainable practices. With a continued focus on delivering a unique and authentic experience, Sri Lanka is well positioned to achieve its ambitious tourism goals.
