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Selling Lanka in China

by Tharika Goonathilake

Sri Lanka's tourism industry will reach a new landmark following the signing of a Memorandum of Understanding (MoU) between China and Sri Lanka on November 15, which will enable China to promote Sri Lanka as a tourist destination.

A delegation led by Tourism Minister Gamini Lokuge will leave for China to sign the MoU which will provide Sri Lanka a commercial opportunity to draw from the 50 million Chinese outbound tourism market.

The agreement will be signed during the Shanghai Travel Fair from November 14-17, Lokuge told the Daily News yesterday.

A mega Sri Lanka promotion will be held at the fair to entice more Chinese tourists and make Sri Lanka's presence felt.

Lokuge said Sri Lanka was not able to market itself in China as the country was not in the official 'destination status' list.

Under Chinese regulations, it is compulsory to obtain destination status for tourism promotions. Only a limited number of countries have been approved.

"We are planning a mega promotion with industry personnel to lure Chinese tourists at the fair, one of the major tourism promotional launching pads in the region," Tourist Board Chairman Paddy Withana said.

According to Withana, the proposed bilateral air services agreement between the two countries will further enhance tourism. The World Tourism Organisation predicts that China will be the largest outbound and inbound tourist market in the world by 2020.

"It is vital that we set the groundwork and market the country at the initial stages. We share similar religious and cultural interests. This alone is an introduction to sell our diverse tourism product," Withana said.

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