The Sri Lanka – Italy Business Council is set to host an insightful event on April 2nd at Cinnamon Life with registrations starting at 5:30pm, focusing on strategies to attract and retain the Italian tourists. This timely discussion comes as Sri Lanka continues to strengthen its presence as a preferred travel destination for European visitors, with Italy emerging as a key source market.

A panel discussion with an impressive lineup of speakers including a keynote by Dr. Alberto Arcidiacono, Deputy Head of Mission, Embassy of Italy in Sri Lanka, will deliver valuable insights and actionable strategies to enhance Sri Lanka’s appeal to Italian travelers. The panel will also consist of Buddhika Hewawasam, Chairman of the SLTDA and SLTPB, Nalin Jayasundera the incumbent President of SLAITO, and Miguel Cunat, the Founder of the Pekoe Trail; and will be moderated by Heshan Cooray, Director Marketing & Development, Jetwing Hotels.

The Italian market has shown significant potential for Sri Lanka’s tourism industry, with travelers drawn to the island’s diverse offerings and experiences. However, in an increasingly competitive global tourism space, retaining and growing this market segment requires a strategic approach that blends targeted marketing, immersive travel experiences, and strong industry collaborations.

“This event serves as a critical platform to address the opportunities and challenges in attracting Italian travelers to Sri Lanka. By initiating this forum among key industry players, we aim to develop meaningful strategies that will not only increase arrivals from Italy but also examine the challenges we as a country face when marketing Sri Lanka to the Italian market,” said Heshan Perera, Chairman of the Event Committee and Vice President of the Sri Lanka – Italy Business Council. “We also hear encouraging success stories, where companies have achieved growth rates to the tune of 50%, year on year. These will also be shared”, he added. The Platinum Sponsor, and Official Venue for the event, will be the Cinnamon Life City of Dreams.

This high-profile gathering will provide industry stakeholders with the opportunity to explore innovative approaches to market Sri Lanka effectively, understand the evolving preferences of Italian travelers, and collaborate on initiatives that will drive sustainable growth in tourism.

The event will also highlight the role of niche experiences such as the Pekoe Trail Sri Lanka’s newest long-distance hiking route which aligns with the growing global demand for experiential and nature-based travel.

The Sri Lanka – Italy Business Council, under the aegis of the Ceylon Chamber of Commerce, invites tourism industry professionals to participate in this important discussion, which is set to shape the future of Sri Lanka’s engagement with the Italian market. Discounts are available for a number of Associations, including THASL, SLAITO, PATA, Skål, and the Ceylon Chamber.

Register online now, at www.srilankaitaly.com/tkts