More than 500 travel industry leaders have turned out across Sydney, Adelaide and Perth as Sri Lanka ramps up its pursuit of the Australian holiday market.
Sri Lanka has declared Australia one of its key tourism growth markets, with an ambitious target of 500,000 visitors from Down Under a year.
The hugely successful three-city roadshow attracted travel agents, tourism professionals, destination industry service providers, media, influencers and industry leaders eager to discover one of the world’s most diverse holiday destinations.
The events brought travel sellers face-to-face with leading Sri Lankan hotels, accommodation providers, tour operators and destination management companies in one of the country’s most significant tourism promotions in Australia.
Dinners showcased Sri Lankan food and hospitality, while cultural performances and traditional ceremonies helped bring the country’s heritage and people to life.
Mr Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Promotion Bureau, said the extraordinary response to the roadshow demonstrated the enormous potential of the Australian market.
“Australia represents an extraordinary opportunity for Sri Lanka and the response we received in Sydney, Adelaide and Perth was incredible,” Mr Hewawasam said.
“More than 500 people from across Australia’s travel and tourism industry attended our events, meeting our tourism operators, discovering our destinations and experiencing some of the culture, food and hospitality that makes Sri Lanka so special.
“But this is only the beginning. We want hundreds of thousands more Australians to discover Sri Lanka for themselves.”
Some 80,000 Australians have already visited Sri Lanka this year, with the local government’s tourism strategy being supported by stronger partnerships, greater promotion in Australia and increasing aviation connectivity, with SriLankan Airlines increasing flights to support growing demand.
“Sri Lanka is close enough for Australians to visit relatively easily, yet different enough to feel like a truly extraordinary international adventure,” Mr Hewawasam said.
“Our ambition is significant because we believe the opportunity is significant.
“Australians love beaches, wildlife, food, history, wellness and adventure. Sri Lanka delivers all of these experiences within one remarkable island.”
Sri Lanka is also increasingly attracting women travelling independently, alongside couples, families, groups, wellness travellers and adventure seekers.
“You can come to Sri Lanka for the wildlife and find yourself captivated by the food. You can come for the beaches and discover thousands of years of history. You can come for wellness and end up on safari,” Mr Hewawasam said.
“Very few destinations allow travellers to experience so much in one journey.”
