Pacific Asia Travel Association (PATA) CEO Noor Ahmad stated that Sri Lanka’s tourism sector is forging a path toward growth and prosperity, emphasizing its unique offerings, innovation, and collaboration.
Speaking at the National Tourism Awards 2024, organized by Sri Lanka Tourism, Ahmad described the country as a “Land of Legends and Legacy,” showcasing its rich cultural heritage and potential to captivate global visitors.
He highlighted Sri Lanka’s compelling legends and enduring legacy, citing iconic attractions such as mythical Ramayana sites, the Lion’s Rock in Sigiriya, ancient stupas, and colonial landmarks. Ahmad underscored the country’s historical and cultural depth, celebrated through festivals like Vesak and Esela, making it a standout destination.
While applauding Sri Lanka’s success in achieving 2024 tourism targets, Ahmad stressed the need for innovation and strategic competition to sustain growth. He urged the development of unique tourism products and world-class services, noting that successful marketing campaigns must align with evolving visitor expectations.
Ahmad called for greater stakeholder and community involvement to ensure tourism benefits reach all levels of society. He acknowledged the dedication of industry professionals in enhancing Sri Lanka’s global reputation and improving lives through tourism.
Recognizing Sri Lanka’s significant contributions to PATA, Ahmad expressed his desire to bring future initiatives to Colombo, shining a global spotlight on the country’s tourism industry. He emphasized collaboration as the key to sustainable growth and positioning Sri Lanka as a leading global tourism destination.