Sri Lankan tourism officials have been in discussion to explore opportunities in marketing Sri Lanka as a tourism destination, in a bid to meet its three million tourism arrivals, a statement released by the Sri Lanka Tourism Promotion Bureau, yesterday (2).
A pivotal discussion was hosted at the Ministry of Foreign Affairs to explore innovative ways to promote Sri Lanka as a premier destination for weddings, according to the statement.
The discussion was jointly organised by the Sri Lanka Convention Bureau (SLCB) and the Sri Lanka Tourism Promotion Bureau (SLTPB) and the event brought together key stakeholders from the tourism, events, and hospitality sectors.
Tourism remains a cornerstone of Sri Lanka’s economy, offering immense potential to generate significant revenue. Among its segments, destination weddings have emerged as an increasingly lucrative opportunity.
Sri Lanka aims to attract 20–25 destination weddings annually, potentially generating approximately $ 6.25 million in revenue through high-profile events that attract wealthy guests from around the world.
The event focused on establishing Sri Lanka as a hassle-free destination for weddings.
The topics included raising awareness about Sri Lanka’s unique appeal, blending scenic beauty, cultural richness, and world-class hospitality.
It also sought to address challenges such as approval delays, lack of standardised processes, and operational inefficiencies, and develop solutions through stakeholder collaboration, including streamlined approvals, single-window systems, and enhanced public-private partnerships.
During the event, Foreign Affairs, Foreign Employment, and Tourism Minister Vijitha Herath emphasised the significance of identifying and developing emerging trends and opportunities within the tourism industry.
He highlighted how such initiatives can greatly benefit the country’s economy while fostering stronger social engagement. Herath also stressed the necessity of teamwork across government institutions, underscoring that collaboration will be a cornerstone of the government’s vision for the future.
He assured attendees that this vision includes steadfast support for investors, guests, and stakeholders alike.
Tourism Deputy Minister Prof. Ruwan Ranasinghe echoed this sentiment, emphasising the crucial role of government institutions in ensuring the success of this significant business opportunity. He underlined the importance of driving understanding and interaction among government bodies and highlighted the indispensable role of public-private partnerships.
According to Prof. Ranasinghe, overcoming challenges and achieving success in promoting destination weddings requires close collaboration and dedicated efforts from all stakeholders.