The government will formulate an aggressive campaign to develop Sri Lanka as a preferred destination for sport tourism in the world.

Tourism Development and Christian Religious Affairs Minister John Amaratunge said the industry currently lacks well attended tourism related events such as travel affairs and exhibitions.

Having considered these issues, the government has already taken immediate measures to popularise Meetings, Incentive Travel, Conventions and Exhibitions (MICE) tourism activities and sport tourism activities such a water sports, whale and dolphin watching, surfing and many more other sports activities across the country.

The government’s initiative will further enable to take Sri Lanka’s rural tourism growth activities and to promote Sri Lanka’s main tourism attractions and tourism industry related events worldwide, Amaratunge said.

Speaking at an event held to mark the golden jubilee celebrations of the Sri Lanka Tourism, he said to develop tourism industry as the highest foreign exchange earner in the country, the government will redouble its efforts to reach set industry revenue targets and to get the people’s involvement to promote the industry which will eventually enrich their living standards. Accordingly, the private sector approach to develop the tourism industry will be facilitated and regulated by the government in an efficient and transparent manner.

The International Tour Operator’s Convention will be held in Sri Lanka this year while many more high-profile international events are planned to be held in the country from time to time.

Sri Lanka Tourism Development Authority Director General Malraj Kiriella said that the schematic home stay village concept will be introduced in the near future.

Source : http://www.dailynews.lk/?q=2016/02/17/business/tourism-focus-mice-market-adventure-and-sports