Sri Lanka has a growing tourism industry. Since gaining independence from the British in 1947, Sri Lanka has continued to attract foreign investors and tourists to the island. The country's important placement also enables it to attract transit visitors into the island.

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2. Overview
• What is tourism
• Types of tourism
• Tourism in Sri Lanka
• What is domestic tourism
• History of tourism
• Current situation
• Strategies
• How to promote
• Challenges and trends
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3.  travel to and stay in places outside their usual
environment for not more than one consecutive year
for leisure, business and other purposes
– WTO
What is Tourism
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4.  International Tourism
 Internal Tourism
 Domestic Tourism
 National Tourism
Types of Tourism
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5.  Mostly concentrated on domestic tourism
 Fast growing industry
 major source of foreign exchange earnings and
employment
 Closer competitors – India, Bangladesh and the
Maldives
 Natural beauty is a competitive advantage
Tourism in Sri Lanka
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6. Vision
To establish and position Sri Lanka as Asia's most treasured and
greenest island,
 with its beautiful beaches,
 warm and friendly people,
 with a strong nature,
 culture and adventure offering,
 raising its profile to that of an Asian tourism icon and
 make it the largest foreign exchange earner of Sri Lanka.
Tourism in Sri Lanka
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7.  Reasons for Promoting and Encouraging Domestic
Tourism
 Major Areas That Concern Domestic Tourism
 Related facilities
 Accommodation & Comfort facilitates
 Water & Sanitation
 Emergency medical services
 Transport
 Guiding services
Domestic Tourism
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8.  Ceylon Tourist Board established in 1966
 Beach resorts, ancient cities and mountain region
were the main attractions
 A large bulk of the tourists was coming from
Western Europe
 The civil war had adversely affected tourism
History
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9.  Sri Lanka has established connections with travel
and tourism industry partners over the world
 Has a 2020 vision of achieving total travelers of 4
million with extended travel nights and revenues
 Most sought after travel destination among the UK
tourists
 Boomed to a new milestone of 1,527,153 arrivals in
2014, which is an increase of 19.8%
Current situation
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10.  Policy framework to support investors and the
industry
 Improvements to the regularly framework
 Development Guidelines
 Transportation Solutions
 Developing Industry Professionalism
Strategies
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11.  Promote lesser known areas using electronic and
paper media
 Develop staging facilities
 Code of ethics for the domestic tourists
 Identify the new trends
 Improve facilities and make tourists aware of them
How to promote
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12.  Credit crunch in 2008
 Fluctuating oil prices and increased air ticket prices
 Unavailability of data regarding tourism
 Lack of target group marketing, cohesive marketing
strategy and campaign
 Unable to cope with the large tourist numbers
 High turnover of staff in F&B and other areas of a
hotel
Challenges
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13.  Soft adventure tourism
 Health tourism, particularly incorporating the
traditional practices of Ayurveda and spa
 Combination of national parks linked to cultural
attractions offers excellent opportunities for
ecotourism
Trends
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14.  Sri Lanka tourism has to be promoted and is aiming
for high growth
 Must improve air access, undertake up-market
promotion and enhance regional cooperation
 Human resource development is required to ensure
high service standards
Conclusion
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15. 
Q & A
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16. 
THANK YOU!!!
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