Given that the Maldives is already in the label as a fashion destination, Sri Lanka Tourism is in discussion with Maldives Tourism to share itineraries that will help Sri Lanka boost its imagery in the markets such as Italy. These discussions took place on the sidelines of Arabian Travel Mart (ATM) in Dubai with the Maldives Marketing & Public Relations Corporation (MMPRC) Chairman Mohamed Khaleel.

“This will include itinerary sharing between Sri Lanka and the Maldives and we will begin with the partnership signed in Italy where the US $ 1.3 million charter can be used to bring in this new imagery,” said Sri Lanka Tourism Promotions Bureau (SLTPB) Chairman Rohantha Athukorala.

For instance, the 21,000 visitors attracted last year must be increased to 30,000 plus and the multimedia marketing campaign that will be launched around the TTG Fair to be staged in September this year will be used to bring in this new positioning to tourism Sri Lanka.

“The good news is that the delivery of this promise is already agreed with the product going through up gradation that includes Italian cuisine and Italian animators. We want to use this as a case study to develop other key markets. Innovation is the hinge for success in today’s competitive world,” he said.