Destination Confusion

The government is making plans to capitalise on the upturn in tourism fortunes in the country.
A new law is in the pipeline that would see the hands-on involvement of the tourism industry in planning and rolling out a marketing campaign for the country.rn

rnThe industry is expecting a record half a million visitors this year.rn

rnBut its not just the numbers that are picking up but even the earnings are slowly climbing. rn

rnTourism officials are keen to capitalize on the upturn. However, the countrys fastest growing industry has yet to put forward a clear plan on the way forward.rn

rnThe Tourist Board says its a good time to start marketing the country as more than a sun and sand destination.rn

rnldblquote We are moving beyond sun and sand,
dblquote says Paddy Withana the Chairman of the Tourist Board.rn

rnIndustry experts say the island is a hot spot for nature, culture and adventure.rn

rnLike the offering, the target markets are also changing.rn

rnArrivals from Europe still