Visa waivers not a substitute for strong tourism campaign: SL Tourism Alliance Chief

Sri Lanka’s tourism sector risks falling short of its recovery potential without a focused and well-funded international marketing campaign, the industry leaders warn.

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Sri Lanka Tourism Alliance Chairman Malik Fernando stressed the pressing need to move beyond visa waivers and adopt a coherent, strategic approach to brand building.

“The visa waiver initiative should not serve as a smokescreen for the continued absence of a coherent international marketing campaign,” Fernando said.

Despite the assurances and available funding, “no meaningful effort has materialised” to position Sri Lanka effectively on the global tourism map.