An interactive session organised by SriLankan Airlines at the Sri Lanka High Commission in London, served as a platform for fostering collaboration between top UK tourism agencies and Foreign Minister Ali Sabry.
The purpose of this event was to collectively strategise and enhance Sri Lanka’s position as a leading, multifaceted tourist destination.
High Commissioner Rohitha Bogollagama emphasised the imperative for increased awareness among the UK tour operators and the Government of Sri Lanka, stressing mutual collaboration to enhance Sri Lanka’s tourism efforts.
He also highlighted HRH Princess Anne’s recent visit to Sri Lanka as a testament to the close bond between Sri Lanka and the UK.
The Q&A session between the Foreign Minister and the UK tour operators, the cornerstone of the meeting, explored various topics, including travel investment, streamlining online visa processes, diversifying Sri Lanka’s image beyond a beach destination, sports tourism (cricket and rugby), food tourism, educational and awareness programs targeting the mainstream British community, increased funding for tourism promotions, and addressing the role of competitors.
Foreign Minister Ali Sabry addressed all raised points, offering solutions and taking notes for further discussion with the Ministers of Tourism and Airport and Aviation. In his concluding speech, the Minister highlighted a remarkable 106% year-on-year growth in tourism.
He attributed this success to partnerships with tour agencies, the resilience and the goodness of the Sri Lankan people, and the trust Sri Lanka has continued to build with the international community over the years. Stressing the significance of the relationship with the UK tour operators, he expressed a commitment to further strengthen ties for mutual benefit.
Regional Manager for Europe and Americas of SriLankan Airlines, Chinthaka Weerasinghe, underscored the importance of the UK as the most vibrant and highest income earning market in Sri Lanka’s tourism sector.
Despite challenges, Sri Lanka has experienced rapid growth in tourist’s arrivals, achieving 70% of pre-COVID levels in 2023. Emphasising the airline’s commitment to furthering tourism growth in 2024, Weerasinghe highlighted the expanded focus on social media promotions and targeting niche segments like carbon-neutral tourism utilities.
He reiterated that Sri Lankan Airlines is not only a facilitator of air transportation but also a key promoter of Sri Lankan tourism.
