_{Sri Lanka - Italy Business Council presents}

Winning and Retaining Italian Tourists

A Development Workshop and Panel Discussion

Date Wednesday, 02 April 2025

Platinum Sponsor and Official Venue Partner Cinnamon Life City of Dreams, Colombo

Event on the 8th Floor, Dinner on the 9th Floor at Quizine Restaurant

Time: Registration 5:30pm onwards.
Event begins at 6.00pm sharp.

Our Panel
Dr. Alberto Arcidiacono, Deputy Head of Mission, Embassy of Italy in Sri Lanka Keynote
Mr. Hashan Cooray, Director - Marketing and Development, Jetwing Hotels Moderator
Mr. Buddhika Hewawasam, Chairman SLTDA and SLTPB, Country Representative IATA
Mr. Nalin Jayasundera, MAnaging Director, Aitken Spance Travels, President SLAITO
Mr. Miguel Cunat, Founder - the Pekoe Trail Organization

Investment
LKR 12,500 (members of SLItBC, SLAITO, Skal International, THASL, Ceylon Chamber of Commerce, and PATA)
LKR 13,500 (Non-members)
LKR 3,000 (members without dinner)
LKR 4,000 (non-members without dinner)

Press Release

In a significant step toward strengthening bilateral ties in tourism, the Sri Lanka - Italy Business Council (SLItBC) of the Ceylon Chamber of Commerce, in collaboration with the Italian Embassy for Sri Lanka and the Maldives, hosted a high-profile workshop on 02 April 2025, under the theme "Winning & Retaining Italian Tourists" held at the prestigious Cinnamon Life - City of Dreams in Colombo. The event brought together tourism industry leaders, diplomatic representatives, and Italian travel experts.

The evening commenced with a keynote address by Mr. Alberto Arcidiacono, Deputy Head of Mission at the Italian Embassy. Mr. Arcidiacono highlighted the evolving preferences of Italian travelers the potential that Sri Lanka holds in offering unique experiences that resonate with the many demographics of the Italian market.

A lively and insightful panel discussion followed, moderated by Mr. Hashan Cooray, Director - Marketing & Development at Jetwing Hotels. The panel featured four prominent voices in the tourism and travel industry: Mr. Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau (SLTPB); Mr. Nalin Jayasundera, President of the Sri Lanka Association of Inbound Tour Operators (SLAITO) and Managing Director Aitken Spence Travels; and Mr. Miguel Cunat, founder and designer of ' revolutionary 300km plus, 22-stage hiking route, the Pekoe Trail.

Mr.  Arcidiacono discussed the demographics and characteristics of the Italian tourist, describing them as culture-oriented, experience-driven, and increasingly focused on sustainability. Mr. Hewawasam addressed the critical issue of air connectivity between Italy and Sri Lanka, noting the need for improved direct flight access and expanded B2B and B2C partnerships. He also highlighted the potential of the country for a wide range of interests. Mr. Jayasundera emphasized the importance of attracting high-spending tourists and strategies to increase tourism revenue by delivering premium experiences. Meanwhile, Mr. Hewawasam pointed out that Colombo need not be a mere transitionary destination, but can attract city break tourists. It was indicated that several projects including a night market would be introduced to this end. Mr. Cunat highlighted the untapped potential of the Pekoe Trail, developed in collaboration with the European Union and USAID, which offers immersive, nature-based authentic experiences that contribute to the rural economy at its grassroots, while ensuring that the right type of explorer would be promoted and attracted to keep the trail sustainable, pleasant for all, and economically viable in the long term.

The discussion centered around key themes such as the expectations of various Italian traveler segments, particularly luxury tourists, and what Sri Lanka must do to compete with regional rivals such as Thailand and Malaysia. The panelists also explored the "wish list" of Italian travelers, including personalized itineraries, addressing language problems, and delivering authentic local experiences and high-quality service standards.

Adding significant value to the event was the virtual participation of three Italian tour operators, who joined the discussion live from Italy. Ms. Susanna Crementi & Ms. Lucie de Gaulmyn from Evaneos, Ms. Luisa Quaglieri from ideeperviaggiare, and Mrs. Paola Pesce from PaloaMaldives shared their insights on traveler behavior, current booking trends, and the competitive positioning of Sri Lanka in the Italian market. They pointed out the positives that Sri Lanka has vs. the competition, including the friendliness of its people, the diverse offering available within relatively short travelling times, the flora, fauna and bird diversity. They highlighted the fact that Sri Lanka should be a year-round destination to avoid the trap of over-tourism, which can detract from the experience. The speakers highlighted that the cost levels of competitors, while currently lower were on the rise, and there was an opportunity for Sri Lanka in this. Sustainability was also stressed by Mr. Arcidiacono. The main pain point identified was the lack of visa free access, and the lack of information on requirements and specifications of a given tour itinerary, including the lack of comparability between properties with the same star rating. It was recommended to have available accurate photographs, as well as a rating comparable with that used in the European Union; so that a level of predictability can be given, without sacrificing the authenticity and charm of the destination. The level of air connectivity was finally highlighted as one of the significant disadvantages, vs. the competition.

The event saw an enthusiastic turnout, filling the venue with industry professionals ranging from destination management companies and tour operators to airline representatives and online travel agents. Following the formal program, guests were invited to a networking dinner at Quizine, providing a relaxed setting for further dialogue and collaboration. The event was principally supported by Cinnamon Life - City of Dreams, which served as the Exclusive Event Venue Partner and Platinum Sponsor.

Special appreciation is also extended to Omega Line, the Gold Sponsor, for their generous contribution and support in making the evening a success. Additionally, the Sri Lanka - Italy Business Council conveys sincere thanks to its Event Chair Mr. Heshan Perera (Vice President), the President, Mr. Daminda Mulgama, Honorary Member Mr. Rajeev Aloysius, and executive committee members - Mr. Sanjeeva Rajapakse of Aitken Spence Travels, Ms. Dushy Jayaweera of Acorn Group, and Ms. Anika Williamson of JAT Holdings - for their outstanding efforts in organizing and driving this initiative forward.

As Sri Lanka continues to grow its tourism industry, initiatives like this workshop underscore the vital role of international collaboration and focused marketing strategies. With continued support from diplomatic and business communities, the country is well-positioned to attract a larger share of Italian travelers and strengthen its appeal to the European outbound market.