Sri Lanka Tourism gears for post conflict strategies

The conflict with the LTTE which has affected the North of the country for over two decades is rapidly nearing its end.

When President Mahinda Rajapaksa assumed office in 2005, the LTTE had over 16,000 square kilometres under its control. Within two and a half years since the recommencement of the conflict in mid 2006, the Government has taken control of the LTTE strongholds in the North-East of Sri Lanka, restricting them to a narrow eight kilometre strip in the North-East of the country.

The President visited the Eastern province last year and more recently Kilinochchi last week, the LTTE's once self proclaimed headquarters. Subsequently the Armed Forces achieved victory this week by rescuing over one hundred thousand civilians, who were used as human shields by the LTTE in the eight kilometre strip. The battle between the Sri Lankan Government Forces and the LTTE is nearing its end paving the way for the long awaited peace and development in those areas.

Against this backdrop, Sri Lanka Tourism is gearing up for a post conflict strategy focusing on the development of the tourist potential in the North-East.

A high-level delegation headed by the Deputy Minister of Tourism, visited the East of Sri Lanka recently as a continuous policy of tourism promotion in the area.

The development of the East is of specific focus for the Government as the beaches in the East are one of the best in the island, while Arugam Bay is known as one of the best surfing destinations in the world. Sri Lanka Tourism is also making arrangements to develop other locations such as Passikudah and Trincomalee, which have excellent beaches for recreation.

The new brand of Sri Lanka Tourism will be launched in June along with a well planned communication campaign. Sri Lanka Tourism is also looking at promotional activities with hotels and the national carrier SriLankan Airlines, aimed at primary markets such as France, Germany, and UK for the summer.

A post card campaign will be launched, where 250,000 post cards will be distributed among visitors while a discount booklet will also be simultaneously distributed with over 50 discount offers from a range of hotels and shopping malls.

The domestic tourism component, which was launched under the 'Narambamu Sri Lanka' campaign has brought about positive results and Sri Lanka Tourism would launch an advertising campaign targeting the local market in order to increase occupancy levels as well as create awareness on 'off the beaten track' locations of interest in the country.

Sri Lanka Tourism has created a separate events strategy where a large number of events have been created to attract more tourists to the country. Consequently there will be several exciting events coming up this year including the Hikkaduwa Beach Fest, Negombo Beach Fest, the Jazz Festival, Tea Festival and the Kandy Festival.

As the conflict is drawing to an end in the North, there is a sense of relief among all citizens that peace, prosperity and development is close at hand.