Sri Lanka managed to welcome a million of international travellers in 2012 for the first time in its history, confirming its comeback as a major tourist destination in South Asia.
BERLIN – With its unique diversity, Sri Lanka continues to attract an increasing number of travellers. Thus the bookings in 2012 increased over an impressive 17.5 percent compared to the previous year. A total of 1,055,605 tourists visited the island in the Indian Ocean between January and December. According to Sri Lanka Tourism authorities, the arrival of one million tourists to the country surpassed its initially set target of 950,000 tourists, setting a new record. The Island’s tourism sector also earned over US$ 1 billion during the year 2012, another first in the industry.
With 373,063 visitors (up 18.4 percent), tourists from the EU countries made the majority, representing a market share of 37.1%. Taken together, Europe generated 44.3% of all foreign arrivals. UK is Sri Lanka’s major source market from Europe with over 114,000 arrivals in 2012, followed by Germany and France. Sri Lanka largest source market remains however its neighbour India, which achieved an all-time high of 176,340 arrivals last year.
During ITB 2013, Sri Lanka was presenting the extremely varied tourism offers at ITB 2013 and shows its excellent value for reasonable prices for the source market Germany. Until the end of 2012 a total of 71,642 Germans visited the island nation, a number up by 28.2 %. Germans especially love the destination which perfectly combines bathing, culture, nature and wellness.
For 2013, the Ministry of Tourism in Colombo expects at least 89,000 (up 25%) German guests. The total number of visitors is expected to increase by another 25 % to around 1.3 million tourists.
Sri Lanka is known worldwide as the island with the greatest diversity – both in terms of species richness, as well as the cultural heritage. 15 national parks and eight UNESCO World Heritage sites are to be found on 65,000 square kilometers. Besides palm-fringed sandy beaches of a total length of 1,340 km, pristine rainforests and great surfing and diving spots are waiting. The whole beauty of the island can be seen on train rides through picturesque mountain sceneries. Based upon its past as a British colony, the island offers an exquisite tea culture. Healing and wellness treatments are part of the tradition on Sri Lanka; the country is considered the cradle of Ayurveda, which in combination with yoga emerged to a unique form of Wellbeing.
Rumy Jauffer, Managing Director of the Sri Lanka Tourism Promotion Bureau in Germany predicts consequently a bright future for the tourist destination, especially since the infrastructure initiative is progressing as planned: “The expansion of the road network is in full swing. The capacity of Colombo Airport has increased so that many new connections are now available.” The restorations in the historic heart of Colombo and Jaffna in the northeast are also well advancing. Especially on the east coast around the beaches in Pottuvil, Trincomalee, Kalkudah, Psasekudah and Batticaloa, many new resorts and restaurants have emerged.
Another positive development is that more international hotel brands are discovering Sri Lanka as a market.
The expansion of the destination should continue to develop according to the strict standards of environmental sustainability. Rumy Jauffer is committed to high quality “tourism in harmony with nature”, as it is reflected on the island with numerous eco-resorts amidst magnificent tropical landscapes. German tourists specifically have a very high consciousness for the environment and good quality, says Rumy Jauffer. Sri Lanka wants to continue meeting these wishes with appropriate offers.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
