Sri Lanka Tourism on show at ITB travel fair 2011 in Germany

Sri Lanka Tourism Promotion Bureau has participated at the international Tourismus Börse (ITB) travel fair which was held in Messe–Berlin, Germany from 9-13 March.

ITB is an important meeting point of experts on tourism as well as on tourism service industries.

As a driving force in the travel industry, ITB Berlin gives important impulses to continuous growth of Sri Lanka Tourism. Exhibitor sales of about 5 billion Euro and an exhibitor satisfaction rate of 92 percent are evidence enough that supply and demand meet at the right place. More than 180,000 visitors, among them 108,000 trade visitors, and over 10,000 exhibitors from 180 countries make ITB Berlin the most sought after B2B-Platform of all tourism industry. In addition, the world’s largest tourism convention Market Trends & Innovations provides unique opportunities to benefit from the leading think tank of the global tourism industry. All levels of the value added chains are present at the ITB fair including Tour operators, booking engines, destinations, airlines, hotels up to car rentals.

Sri Lanka Tourism Promotions Bureau along with other industry representatives presented their products in a variety of booths at the exhibition held last week. A special press conference was held with the participation of German print and electronic media to brief about Sri Lanka and the latest developments taking place in the tourism sector of the country.

Expressing his views on this particular subject at the ITB press conference, Lakshman Yapa Abeywardena, Deputy Minister of Economic Development said that : “While introducing Visit Sri Lanka 2011 campaign we have identified critical sectors across tourism industry that require speedy growth in order to secure uninterrupted services to the expected developments taking place in Sri Lanka tourism. The government has already launched special projects in the Southern and the Eastern coast with the aim of achieving this goal. In Kalpitiya and Passikudah we are implementing two mega resort development projects, so far the biggest ever to add to tourism capital. In Colombo, we are putting up a seven star hotel chain with the investment of Hong Kong-based Shangri-La group. Alternatively, sub-projects will take place all over the country to up lift the service standards of tourism sector with the special concern towards socio-cultural and environmental protection at the centre stage of all developments taking place”  

The German market is considered as a key potential market for Sri Lanka Tourism and it records highest arrivals from the Europe sector next to UK and India being the third largest tourist generating market to Sri Lanka according to year 2010 statistics. Sri Lanka has received 45,727 tourists from Germany during year 2010, a 54.2 % growth compared to year 2009 which has recorded 29, 654 arrivals. At the end of January 2011, total arrivals from the German market recorded 24% growth compared to the same time period during 2010. The German Market has being positioned as a primary and most potential inbound market for Sri Lanka where it is  projected that nearly 55,000 tourist arrivals will be recorded at end of year 2011, from Germany positioning it as the fastest growing inbound market for Sri Lanka Tourism. Sri Lanka Tourism has planned to conduct extensive promotional campaigns throughout the year to secure frequent influx of tourists from Germany. Among the planned activities for the German market this year are, CMT Stuttgart and product fairs, Travel agent FAMs, Road shows in autumn, releasing consumer magazines, joint promotions, railway flyer promotions, Newsletters for travel agents, media briefings in main cities, ensuring regular delivery of brochures and promotions via social media .

Sri Lanka Tourism’s exhibitor stand was ranked among the top 10 at the ITB fair for attractive aspects like construction, presentation, visibility, information service and pleasant staff.

A team of special delegates including representatives from Sri Lanka Tourism and trade partners participated at this fair lead by Deputy Minister of Economic Development Laxman Yapa Abeywardena. Sri Lanka Tourism had made this year’s participation at the ITB fair another remarkable opportunity towards promoting Sri Lanka in the world tourism arena. With the launch of Visit Sri Lanka 2011 promotional campaign, Sri Lanka tourism aims to achieve a target number of 700,000 tourists to the country at the end of year 2011, with the stretched goal of recording 2.5 million tourists to the country by year 2015.

Awards for German tour operators

Special awards were presented to the outstanding service providers at the ITB fair in recognition of their special contribution to the development of Sri Lanka Tourism. FIT Group of Companies won a special award for generating highest number of tourist traffic to Sri Lanka during the preceding year. Detour/MWR Group was awarded as the second best tour operator of year 2010 followed by REWE Group who won the third place in the same category.