An interactive meeting with the Italian Travel trade industry stakeholders by Hon. John Amaratunga, Minister of Tourism Development and Christian Religious Affairs was held at the Consulate General in Milan on 31st March, 2017, on the side-line of Borsa Internazionale del Turismo (BIT). The BIT took place from 02nd to 04th April 2017 in Milan, Italy. Over the years, BIT has been an international meeting point for decision makers, professionals, buyers, sharply outlined and selected, coming from different areas and industry fields.
Over 50 participants comprising travel agents, Destination Management Companies, professionals and businessmen in travel trade were present at the Interactive Meeting. The objective of the event was to promote Sri Lankan tourism industry, and to offer a platform to exchange ideas, network, explore business prospects, and to promote the country to potential tourism industry stakeholders, tour operators and travel related agencies in Italy.
Speaking to a cross section of invitees the Minister emphasised that since BIT is considered to be an important tourism promotional event, Sri Lanka has been participating at the Fair regularly to create awareness and interest among the consumers and trade. He further remarked that it would no doubt help to re-position Sri Lanka in Italy as the most sought after travel destination in Asia. The Minister also spoke of the conducive environment prevailing in the country for the Italian market and said that Sri Lanka Tourism anticipates to launch series of market development programmes in Milan, Turin and Verona which consist of media FAMs and Road Shows.
Responding to the queries posed during the Q & A session regarding the strategic plans of Sri Lanka Tourism for the Italian market, Minister Amaratunga said that the trade and media familiarization tours will continue to be a major component of the marketing plan while traditional promotional activities such as participating for travel fairs, conducting roadshows and outdoor promotions will also be carried out in each country. However, this will be focused and implemented based on the need analysis, the Minister said.
With regard to suspension of Sri Lankan Airlines to Europe and several other destinations of choice, Sri Lanka Tourism hopes to enter into strategic partnerships with new and existing Airlines connecting the regions capitalising on the “Open Sky” policy of the government of Sri Lanka, the Minister explained.
The Managing Director of SLTPB Mr. Suthesh Balasubramaniam presented a full rview of country’s tourism attractions and its high potential to cater to Italian travellers highlighting the changing political landscape and increased private sector led policy making.
Consul General Pradeepa Saram in her opening remarks highlighted the significance of establishing the Sri Lanka Consulate General in Milan, the economic and financial nerve centre of Italy. “The Consulate focus on promoting economic, trade, tourism and cultural relations between the two countries while extending consular assistance to the Sri Lankan community in Northern Italy” she stated.
Italy is the 6th largest market among European countries and considered as one of the most important tourism generating markets to Sri Lanka in the Western European Region with nearly 30,000 tourist arrivals to Sri Lanka in 2016. Italians consider it as a national tradition to make a vacation - often outside of Italy itself.
The event was organized in collaboration with the Sri Lanka Embassy in Rome, Consulate General in Milan and the SLTPB.
Further, Minister John Amaratunga, had a meeting with the senior officials of Milan Chamber of Commerce and the PROMOS. Promos is the Special Agency of Milan Chamber of Commerce for the promotion of international activities. During the discussions had with Mr. Remo Eder, Senior Board Member of the Milan Chamber and the Chairman & CEO of Antares Hotels Milano and Dr. Federico Maria Bega, Head of Strategic Areas Department the Minister discussed opportunities and prospects of investments particularly in the tourism & leisure sector. With regard to the request made by the Minister on air-travel collaborations between Sri Lankan Airlines and Alitalia, the Chamber officials assured that the request will be channelled to its relevant authorities for consideration. Possible Italian participation at Sri Lanka Investment and Business Conclave 2017, organized by the Ceylon Chamber, initiating of a Memorandum of Understanding between the chambers of two countries and exchange of travel trade delegations were also discussed.
H.E Daya Pelpola, Sri Lanka Ambassador in Rome, Mrs. Pradeepa Saram, Sri Lanka Consul General in Milan, Mr. Fielix Rodrigo, Senior Adviser to Hon. Minister and Mr. Somasena Mahadiulwewa, Minister Counsellor (Commercial) were associated with the Minister.
Consulate General of Sri Lanka
Milan, Italy
04th April 2017
