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| Friday, 4 July 2003 |
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Lanka becoming destination with much potential and promise by Tharika Goonathilake Prospects for positioning Sri Lanka as a destination that could cater to the up market traveller, is gaining high ground with several international companies and hotel chains expressing interest to invest in the country's leisure sector. According to Sri Lanka tourist Board Chairman Paddy Withana, there is a huge revival of investor confidence in Sri Lanka, "as a destination, with much potential and promise." Among the key international companies looking at developing luxury hotel properties are India's TATA Group and a Singaporean and Maldivian hotel chain, interested in developing up market hotels, in the hitherto inaccessible, East Coast. A leading hotel magnate in France is also among the key investors currently identifying sites for high-end leisure activities and developing lifestyle luxury hotel properties in Sri Lanka, the Chairman said. With interest being expressed for marketing niche segments including adventure, luxury resorts, and special interest tours for the high-end travellers, everything from one-of-a-kind beach holiday stays, heritage hotel experiences to luxury safari holidays are on the cards. Thus, the opportunities that are opening up for Sri Lanka to cater to the needs of the up market traveller is immense, he affirms. According to him, 'this rekindled investment interest' in the destination, after nearly two decades of conflict, is subsequent to investments already made by global luxury boutique resort chains such as Aman International. Aman International has already infused much needed cash flows to upgrade several hotel properties in Colombo, Kandy, Galle and Tangalle, to facilitate the necessary face-lifts, to bring these properties on par with other international Aman resorts. The Aman investment, a whooping US $ 100 million is also the biggest investment in the leisure sector, since the commencement of the peace talks. "The vote of confidence expressed by the Aman chain augurs well for the country; With other new investors, also keen on capitalising on the opportunities for leisure related business ventures, especially to cater to this niche market high end travel segment, Sri Lanka can expect a significant increase from the high end tourist traffic," the Chairman said. The investment by international chains of this nature, also provides the impetus to market a product that has high-end traveller appeal, without the high costs of advertising and promotions, he notes, given the hotel brand's positioning, as in the case of Aman, which already enjoys patronage among its up market clientele base. "This is a major pre publicity boost, for the destination that host a new property, attached to the acclaimed chain." According to the Chairman hitherto luxury small hotels classification was enjoyed by only two hotel properties in Sri Lanka, which included Saman Villas and Light House Hotel, Galle. However, the investments made by the Aman chain and other Maldivian, Singaporean and French based investors will further help enhance Sri Lanka's up market travel product and ensure a more diverse product range offering variety of choice, he said. |
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