JEDDAH, 9 May 2004 — The Sri Lankan government is launching a tourism promotion, and public relations campaign in the Middle East.
In an online interview during the Arabian Travel Mart that concluded in Dubai last week, S. Kalaiselvam, Sri Lankan Tourism Board (SLTB) director general, said that according to World Travel Organization estimates, 16 million outbound travelers from the Middle East spend $18.4 billion annually. In 2002, Sri Lanka received 6,490 visitors from the region; in 2003, the number was 6,790.
Kalaiselvam said tourism was the fourth largest income generator for Sri Lanka, and SLTB’s aim was to boost tourist arrivals from 500,000 in 2003 to more than a million by the end of the decade.
“SLTB is undertaking a concerted campaign in 11 international markets — the Middle East, the United Kingdom, France, Germany, Singapore, Malaysia, Hong Kong, India, China, Japan and Australia,” he said.
George Michael of the Ministry of Tourism said Sri Lanka’s adoption of an open skies policy has opened the doors to a number of Middle Eastern airlines using Colombo as part of their regional and global networks. Qatar Airways, Etihad Airways and Air Arabia have all launched direct flights to Colombo. Emirates has added five new services per week between Colombo and Dubai.
Bilateral air services agreements signed with Kuwait and Qatar recently will raise the number of flights between the Middle East and Colombo.
“Sri Lanka is less than a five-hour flight from much of the Middle East and the increasing number of direct flights provides an even better reason for people to travel there,” said Kalaiselvam.
“Sri Lanka offers a rich history and culture. The country has historic Arab links; mosques are all over the country. Halal food is widely available and the country has a reputation for its friendly people. Luxury resorts and exclusive retreats as well as unique nature and adventure experiences are also featured, making an exciting and different travel destination for our near neighbors from the Middle East,” he said.
Adrian Zecha’s famous Aman Resorts International is developing five upscale properties in Sri Lanka — in the hill capital, Kandy, in Colombo, Galle and Tangalla on the south coast and all are scheduled to become operational within the next two years.
A major complex under development is the Bentota Tourist Resort (Stage II) south Colombo in which 4,000 acres — including two large bodies of water — will be transformed into a world class facility. Among attractions will be a golf course, race course, floating restaurant, international class amusement park, boating and nature trails and bird-watching facilities.
“The infrastructure of the area will also be developed to international standards providing a road network, communications services, accommodation and health-care facilities,” Michael said.
“SLTB has also identified and registered 50 heritage homes located in scenic parts of the island. These are private residences more than 50 years old and operated by the owners as accommodation for travelers, offering them the chance to experience a taste of Sri Lankan life,” added Kalaiselvam.
In October, tour operators from all over the world will be invited to Sri Lanka to meet with Sri Lankan tourist industry representatives at the SLTB sponsored “Gateway to South Asia,” an international travel mart focused on the best tourism offerings of Sri Lanka.
