SLAITO calls for urgent global marketing push to unlock $ 10 b tourism potential by 2030

THE Sri Lanka Association of Inbound Tour Operators (SLAITO) has urged the Government to prioritise a sustained global destination marketing campaign to help the country achieve its target of 5 million tourist arrivals and $ 10 billion in annual revenue by 2030, warning that the opportunity will slip away unless immediate action is taken.

- CHARUMINI DE SILVA

Speaking at the 45th Annual General Meeting (AGM) of the SLAITO, President Nalin Jayasundera emphasised that tourism, though private-sector driven, can only thrive through close collaboration with the Government and key public institutions.

He pledged the SLAITO's full commitment to supporting national goals but stressed that marketing Sri Lanka effectively to the world remains the missing link in realising its full potential.

"Tourism can become Sri Lanka's number one foreign exchange earner, but it will only happen if we launch a long-term global campaign-one that is fair to all stakeholders and prioritised without further delay," Jayasundera said.

Calling for greater marketing coordination, he opined Sri Lanka must be transformed into a year-round destination, eliminating the current off-season slump.

"If we get our marketing right, there will be no off-season. Effective marketing will generate demand and ensure the right price for our products and services.

Otherwise, Sri Lanka will remain the bestkept secret in world tourism," he warned.