Sri Lanka Tourism organised a series of activities at the ongoing Expo 2020 in Dubai in order to promote the destination at the global stage provided by the Expo.

On January 3, to mark the National Day of Sri Lanka, the country’s tourism board organised a gala event at various spots at the ongoing Expo 2020 at Dubai. While a high-powered delegation, led by G L Peiris, Sri Lankan Minister of Foreign Affairs, Prasanna Ranatunga, Minister of Tourism & Aviation and Kimarli Fernando, Chairperson of Sri Lanka Tourism presided over the celebration of the National Day at the Sri Lankan National Pavillion at the Expo 2020, several other activities, including cultural performances, targeting the general public, were organised at Al Wasl Plaza at the Stage of Nations.

At the National Pavillion, the Sri Lankan delegation highlighted that it was ready for receiving international tourists once again and that thousands of tourists had already visited the island nation since the reopening of international borders. “Expo 2020 is a wonderful opportunity for Sri Lanka to showcase our unique offerings. We have many inherent strengths: the warmth and hospitality of our people in the tourism sector; the scenic beauty of the island and its cultural heritage; our value-added exports of Ceylon tea; world-famous sapphires; and spices, of which we produce 85 pc of the world’s cinnamon,” Peiris said at the occasion.

The presentation highlighted that inbound tourism in Sri Lanka was booming due to the successful implementation of the vaccination programme. With over 85 pc of the total eligible population being fully vaccinated, the number of Covid-19 cases in the country had been declining. Moreover, the country has also followed the lead of many western nations and launched campaigns for booster doses for the eligible population, notably to the personnel from the travel industry.

“Sri Lanka has recovered post-pandemic with confidence, and the country is now steadily moving forward, prioritising its tourism sector in the interests of the country and travel-hungry tourists. We are honoured to be awarded the ‘Safe Travel Stamp’ by the World Travel and Tourism Organisation (UNWTO) and World Travel & Tourism Council in 2021,” said Kimarli Fernando on the occasion.

In her speech, Fernando laid emphasis on wellness and eco-tourism, which has become one of the top segments of tourism in the post-pandemic world. She said that Sri Lanka was recognised as one of the World’s Top Wellness Destinations in 2021 by the Global Wellness Institute and that it was the perfect wellness destination with Ayurveda treatment and Yoga meditation offered by most tourist resorts. In addition, there are forest lodges and hermitages where one can truly relax and find solace in being one with nature as Sri Lanka’s forest cover accounts for around 30 pc of its landmass, and with waterways hidden inland, the country is a haven for those seeking to connect with their inner self to heal from the stresses of modern living.

Fernando also highlighted that Sri Lanka was fully operational and open to both the vaccinated and unvaccinated tourists, with proper health and safety protocols, as per the vaccination status. Fernando highlighted that the vaccinated travellers did not need any Covid-19 test on arrival and are also free to choose their accommodation. For the non-vaccinated travellers, Sri Lanka has mandated a Covid-19 test on arrival and the tourists have to stay in a ‘flexible bio-bubble’ with all facilities of the hotels made available and the ability to visit approved tourist sites.

Moreover, irrespective of vaccination status, all tourists have to pay USD 12 for a Covid-19 insurance that provides a month-long coverage for USD 50,000.

“As a pearl of the Indian Ocean, Sri Lanka has unique cultural and geological features. Our country has shining blue water beaches, rich cultural heritage, National Parks and avenues for Adventurous outings. A holiday in Sri Lanka is no longer an on-screen experience due to a pandemic. We are open and greeting visitors with a warm Ayubowan!” said Fernando.

To facilitate travellers planning to visit Sri Lanka, the tourism board has set up a comprehensive centre at the Sri Lanka Pavilion in the Opportunity District at Expo 2020, where they can also relish Sri Lanka’s famous Ceylon Tea and also get an opportunity win attractive prizes through a raffle draw, including airline tickets to Sri Lanka courtesy of Sri Lankan Airlines and exquisite gem-studded jewellery through Gem and Jewelry Authority.

Tourism minister Ranatunga told the press at a media briefing that Expo 2020 as an opportunity for Sri Lanka to market itself to the world. He also thanked the UAE for “giving the opportunity to the world to come together under one umbrella”.

GCC: Key market for Sri Lanka

Fernando says that the activity at the Expo was crucial for Sri Lanka Tourism promotion as it provided a unique opportunity to communicate not only to potential tourists in Dubai or the United Arab Emirates, but indeed the broader region of the six Gulf Cooperation Council countries.

The entire GCC region is a major source market for Sri Lanka due to varied reasons. “The GCC market is a critical market for us and for historical reasons also. This market is very interesting since you have the local citizens and there is also a very large expat community. So, it is an important market. The flight connectivity is amazing, whether it is with Emirates, Qatar or Gulf Air,” Fernando tells India Outbound.

Fernando adds that the tourists from the GCC region are attracted by various facets of Sri Lanka as a destination, but the key segments relate to wildlife, nature, beaches as well as heritage. “They like to enjoy the variety that Sri Lanka offers, visiting tea plantations, forests, the wildlife, rivers, mountains and the beaches. They spend a little bit of time in Colombo, but most of them like to go outside the city quickly,” Fernando says.

She adds that another major segment that attracts the GCC visitors to Sri Lanka is wellness and this market has been growing rapidly across the world since the pandemic outbreak. Another important element for Sri Lanka is that an overwhelming number of arrivals from the GCC target the luxury tourism products, making it a high value market.