USAID-SLTDA Learning Expo in Kandy gets enthusiastic response

The event in progress

Knowledge sharing session

Small business operators in the tourism industry in the Kandy region gave a big thumbs up to the Sustainable Niche Tourism Learning Expo conducted by United States Agency for International Development (USAID) and Sri Lanka Tourism Development Authority (SLTDA) in Kandy on Wednesday 22 November at Hotel Suisse.

“This is a truly wonderful initiative – the knowledge sharing sessions were superb and brilliant and gave us a whole new marketing perspective and the need to focus on authenticity and a more sustainable approach,” said one participant. “I gained around 38 new contacts of people in the same industry and have already established some strong linkages which will help my business”, he added.

The event attracted over 120 small businesses and allied stakeholders and was the third in a series of similar events to be held across the country. The previous events were held in Colombo in September and in Galle in October. Small tourism businesses learned about digital marketing, travel trends, and how to incorporate sustainability into their daily operations. Participants also had access to mentoring sessions with industry trailblazers and received toolkits focused on product development, marketing, promotions, and sustainability. 

The Learning Expo was a direct follow-on of the launch of 12 new niche tourism categories in June this year, to enhance the competitiveness of small businesses and allow Sri Lanka to better establish its brand identity, increase its appeal and market share, create jobs and opportunities across the tourism sector, and generate much-needed foreign exchange. A wide variety of vendors showcased products that small businesses can use to enhance their services and incorporate sustainability into their supply chains.

Sri Lanka’s diverse tourism offerings hold immense potential for small businesses to cater to the demands of both international and domestic travelers. To establish a thriving tourism sector, it is vital to empower small business owners to innovate, refine their products, and deliver sustainable guest experiences aligned with traveler expectations. 

Tourism is critical to Sri Lanka’s economy as it exits the pandemic and deals with its internal economic crisis. Pre-pandemic tourism represented 12 percent of the country’s GDP, generating $ 4.3 billion in revenue in 2018 and providing employment for three million people. Sri Lanka is currently experiencing an encouraging resurgence in tourist arrivals and is set to record around 1.5 million tourists by end December – doubling the figure of 720,000 recorded for the whole of 2022.

Niche tourism allows a destination to provide more inclusive opportunities for women, minority communities, and other disadvantaged groups by creating opportunities for them to participate in their own unique way. 

USAID launched the tourism activity under the Indo Pacific Opportunity Project (IPOP ) in July 2022 to support economic reforms and promote foreign direct investment in Sri Lanka. The two-year project is assisting SLTDA to streamline and implement new policies and procedures to enable fast-tracking and attraction of foreign direct investment in the tourism sector. The learning expo is yet another positive step taken by IPOP to boost Sri Lanka’s tourism industry and its economic recovery.