The 67th Convention and Exhibition of the Travel Agent Association of India (TAAI) which began on July 6, 2023, in Sri Lanka’s capital, Colombo was a landmark event championing the future of tourism.
The highly anticipated convention assembled an array of prominent industry leaders, forward-thinking visionaries, and esteemed delegates to discuss, debate, and shape the future of tourism.
This landmark event, aimed at transcending borders in travel and personal growth, underscores the transformative potential of tourism in bringing prosperity, peace, and economic development to nations. The TAAI Convention is more than an industry event; it’s a platform for change, a call for evolution, and a celebration of the power of travel to transform lives.
The prestigious 3-day TAAI Convention 2023 was hosted in Colombo at the invitation of the Sri Lankan Tourism Promotion Bureau (SLTPB), the primary sponsor, in partnership with the Sri Lanka Association of Inbound Tour Operators (SLAITO). The convention has traditionally proven to be a significant boost for host destinations, with tourist numbers often quadrupling in the wake of the event, as TAAI members effectively acted as tourism ambassadors.
Operating under the theme ‘Transcending Borders, Transforming Lives’, the convention aimed to strengthen bilateral tourism and position Sri Lanka as a favourite destination among Indian outbound travellers. It promised to be a platform for promoting regional tourism while also bolstering Sri Lanka’s reputation on the international stage.
The convention drew over 500 delegates, including experts from the tourism and hospitality industries, tour operators, and key stakeholders from both countries. Jyoti Mayal, the President of TAAI, expressed her gratitude to the Sri Lanka Tourism Promotion Bureau (SLTPB) and the Sri Lanka Association of Inbound Tour Operators (SLAITO) for their valuable support in organizing the event.
Sri Lankan President H. E. Ranil Wickremesinghe: Pledges to Revive Sri Lankan Tourism
The President of the Democratic Socialist Republic of Sri Lanka, H. E. Ranil Wickremesinghe, inaugurated the eagerly anticipated 67th Travel Congress of the Travel Agents Association of India (TAAI) – the largest and oldest travel-trade Association of India.
The convention’s opening ceremony took place at the Bandaranaike Memorial International Conference Hall (BMICH). H. E. Ranil Wickremesinghe, President of Sri Lanka, graced the occasion as the Chief Guest, and Hon. Harin Fernando, Minister of Tourism and Lands, honoured the event as a guest.
Addressing the delegates, the President underscored the need for the country to plan for receiving at least 5 million tourists in the near future. He further highlighted Sri Lanka’s significant potential for tourism, with the ability to attract a considerable number of tourists from India and other neighbouring countries.
H. E. Ranil Wickremesinghe, President of Sri Lanka said, “Of the three regions in Asia, of our size, East Asia, Southeast Asia has far more tourists than us. South Asia together may not have as many tourists as one or two of the East Asian or Southeast Asian countries or Western Europe. Why is it? India is good with domestic tourism. Are you going to rely solely on domestic tourism? When you can earn so much money and foreign exchange, more than what you target for if you attract international travellers. In the next 10 years, per capita income will increase, and people will travel around, and look for eco-friendly tourism. Why don’t we have it?”
The President went on to say, “So why don’t we make our whole BIMSTEC area one borderless tourist area? Is that what you want? Transcending borders? Not just Sri Lankans travelling to India or Indians travelling to Bangladesh. No. It’s one tourist area for anyone who wants to come from outside. We have so much to offer. I have seen some of your assets. I have driven from Srinagar to Ladakh, to Leh. Staying in Kargil was not the best of accommodations, but the potential you have for development. I have been to many other areas of India as well.”
President Wickremesinghe then proposed the idea to boost tourism cooperation among the seven member nations of BIMSTEC. Comprising India, Sri Lanka, Bangladesh, Myanmar, Thailand, Nepal, and Bhutan, the BIMSTEC region was emphasized by President Wickremesinghe for its immense potential. He also highlighted the theme of the TAAI convention, “Transcending Borders, Transforming Lives,” aligning it seamlessly with his proposal for a borderless tourism area.
President Wickremesinghe’s proposal to establish a “borderless” tourism area within the BIMSTEC region reflected Sri Lanka’s commitment to intensify regional cooperation and stimulate tourism growth.
In the face of Sri Lanka’s economic challenges, President Wickremesinghe addressed the ongoing recovery efforts and debt restructuring process. He underscored the importance of tourism as a non-debt-creating source of revenue, encouraging its maximum potential to be leveraged for achieving a positive balance of trade.
The President also mentioned various initiatives planned by the Sri Lankan government to expedite the country’s recovery from the economic crisis. These initiatives included the development of seven golf courses and additional resorts. He indicated that certain laws would be revised to foster growth in the tourism sector and attract more visitors.
Gopal Bagley, the High Commissioner of India to Sri Lanka, attended the inaugural ceremony and addressed the delegates. In his speech, he said, “The theme “Transcending Borders, Transforming Lives,” is precisely the spirit of the India-Sri Lanka relationship that has brought these two countries together as civilizational twins. We are all aware of the geographical proximity of India and Sri Lanka, but over the course of millennia, this proximity has been layered with history, culture, civilization, religions, languages, music, films, cricket, democracy, diversity, plurality, respect, peace, and harmony.”
Gopal Bagley went on to say, “When you visit Sri Lanka, it also reflects the values that we cherish and share, as demonstrated by Buddha and Mahatma Gandhi. I express my gratitude to the Minister of Tourism and the invaluable guidance and leadership of President Ranil Wickremesinghe. Over the past few months, we have not only resumed the Chennai-Jaffna flights, which used to operate four times a week, but these flights will now operate every day starting from July 16th. We are also working on resuming the ferry services, which have been inactive for decades, and the idea of an international cruise from India to Sri Lanka is no longer just a concept. “
He shared that both governments were trying to establish ferry services between Karaikal in the Union Territory of Puducherry and Kankesanthurai (KKS) in Jaffna, which would enhance connectivity and promote people-to-people exchanges.
Gopal Bagley added, “The use of Indian currency in Sri Lanka is a boost to tourism, as Indian tourists can now conveniently use their currency for payments. Additionally, efforts are underway to enable digital payments between the two countries. This will not only facilitate transcending borders and transforming lives but also build upon the legacies that form our common heritage.”
Gopal Baglay highlighted the significant role of tourism as a vehicle promoting people-to-people ties. The High Commissioner focussed on the influence of religion in bolstering tourism, providing examples of the Buddhist and Ramayana Circuits spanning India, Sri Lanka, and Nepal.
Nishad Wijetunga, President of SLAITO, expressed enthusiasm about the event, highlighting the association’s long-standing relationship with TAAI. He noted that hosting the convention reflected Sri Lanka’s resilience and recovery following the challenges faced in the past.
Chalaka Gajabahu, Chairman of SLTPB, shared that the island nation, for the first time in 15 years, was planning to implement a comprehensive 360-degree marketing strategy targeting key international source markets, with a particular emphasis on India and China. As part of these efforts, approximately 1,000 social media influencers from around the world would be hosted to showcase the diverse tourism offerings in Sri Lanka.
“The forthcoming Asia Cup cricket tournament is an excellent opportunity to attract Indian tourists, especially during the highly anticipated India-Pakistan matches,” Gajabahu had said. He praised the contributions of Sri Lankan cricket legend Sanath Jayasuriya, who serves as a tourism ambassador, for promoting Sri Lanka’s tourism initiatives in India.
On the convention’s second day, the Sri Lanka Parliament Speaker, Mahinda Yapa Abeywardena, attended a dinner reception in Colombo as the chief guest. Abeywardena expressed his gratitude towards India for its support during Sri Lanka’s economic crisis the previous year.
As discussions and collaborations unfolded at the TAAI convention, the potential for enhanced tourism cooperation and economic development in the region remained a key focus.
At Press Conference: President Jyoti Mayal optimistic about future Indo-Sri Lankan Tourism
The event, from July 6 to July 9, was initiated with a press conference that saw the participation of both Indian and international media. With approximately 50 members of the Indian media attending, the event was expected to significantly amplify Sri Lanka’s presence in the Indian market via extensive media coverage and networking with visiting travel agents.
At the press conference during the official opening of the Travel Agents Association of India (TAAI) Convention, TAAI President Jyoti Mayal voiced her confidence about the future of tourism between India and Sri Lanka. She stated, “I am confident that Sri Lanka would welcome many more tourists in the days to follow,” underlining the potential for strengthened tourism ties between the two nations.
Mayal underscored the importance of cooperation among stakeholders at various levels to adopt a holistic approach, integrating policies, regulations, incentives, standards, technologies, and best practices. This approach, she pointed out, had the potential to contribute to the sustainable growth of the tourism industry in the region.
“With Sri Lanka playing host to this grand event after the turmoil it went through last year following the economic crisis, shows the island nation is ready to welcome visitors again,” Mayal told PTI. “And, we are delighted to hold the convention in Sri Lanka with which India shares a deep historical and cultural connect,” she said.
“The focus of the convention this year is completely futuristic. The pandemic was tragic and truly devastating. But, after the recovery made in the sector on the growing confidence of travellers, who seek to put the pandemic memories behind, the time is now right for us to move forward,” Mayal said to PTI.
Jyoti Mayal, the President of TAAI, emphasized the similarities between India and Sri Lanka, noting their shared food, language, culture, and dresses. “Tourism builds bridges between communities and countries. We at TAAI support Sri Lanka in its efforts to revive tourism, above and beyond this convention,” Mayal declared.
SLTPB Chairman, Chalaka Gajabahu, thanked TAAI for selecting Sri Lanka as the host country for the convention. He emphasized the growing partnership between both sides, which he said is vital to reviving their tourism sector.
He informed that Sri Lanka Tourism has announced a transformative strategy that will see an investment of Rs. 1.4 billion over the next 12 months, beginning at the end of July. This initiative marks a fresh approach to destination marketing that includes two robust domestic campaigns.
“We are setting our sights high, aiming to attract between 1.55 to 2 million tourists this year. Given our strategic planning and commitment, we are confident in reaching this ambitious target,” Gajabahu affirmed.
Gajabahu also announced that the Sri Lanka Tourism Promotion Bureau (SLTPB) is poised to roll out its rejuvenation campaign by the end of July. The two-month-long initiative will be followed by a thematic campaign set to launch in late September or early October. Both campaigns aim to shed light on Sri Lanka’s unique charm and captivating experiences to a global audience.
“As we gear up to launch our rejuvenation campaign and more promotional activities, the key role of India and strategic partnerships between the two countries cannot be overstated. Such collaboration will be vital in spearheading a successful recovery for Sri Lanka’s tourism industry,” said Gajabahu.
Key markets for these campaigns include India, China, the UK, France, Germany, Russia, Australia, Spain, Italy, Netherlands, Portugal, the US, the Middle East, Japan and Korea. However, continuous promotions will also be conducted simultaneously in other markets.
Sri Lanka Association of Inbound Tour Operators (SLAITO) President, Nishad Wijetunga, expressed his pleasure in partnering with the upcoming event. He stated, “This serves as an ideal opportunity for our industry to interact with the Indian travel trade. It is also a great platform for Sri Lanka to showcase our offerings and provide a firsthand experience of our current situation, demonstrating our strong recovery and resilience.”
“Our convention will serve as a conduit for fostering stronger bilateral relationship between India and Sri Lanka. Such interaction is vital in harnessing the growth of inbound and outbound travel from India and channelling it towards destinations that offer new, exciting experiences,” said TAAI Vice-President Jay Bhatia to PTI.
Sri Lanka experienced a significant surge in international tourist arrivals in 2022, with a 270.2% increase compared to 2021, according to the Sri Lanka Tourism Development Authority (SLTDA). As the nation seeks to revitalize its economy, comprehensive efforts are being undertaken in the tourism sector.
Regarded as a significant event in the Indian Travel and Tourism industry, the TAAI Conventions (Indian Travel Congress) presented delegates with unparalleled opportunities for networking, learning, promoting, and trading. TAAI, renowned for its extensive reach in aviation, MICE, adventure tourism, sports tourism, education, and more, offered unparalleled leadership to the burgeoning industry.
Transcending Borders, Transforming Lives
The theme for this year’s convention was ‘Transcending Borders, Transforming Lives.’ A TAAI official highlighted that hosting the event in Sri Lanka provided a unique opportunity to delve into the intricacies of the travel industry and to explore the beautiful country.
Top executives from leading luxury hotel groups, airlines, and travel firms were among those scheduled to participate in the convention, TAAI officials stated. Notably, Arvind Singh, India’s former Tourism Secretary, was a featured speaker at the event.
Convention business sessions covered a range of compelling topics, including ‘India Tourism Vision 2047: A Transformed Landscape of Experiences and Connections’, ‘The Boundless Potential of the Skies’, ‘Differentiating Travel – Perspectives from Industry Experts’, and ‘Transcending Borders – Strengthening International Relations for a Transformed World’, among others.
Jyoti Mayal underscored the critical role of transcending borders in travel and personal growth. She drew attention to tourism’s transformative potential in driving prosperity, peace, and economic development across nations. “As the industry evolves, our minds must evolve too. We need to focus on growth and embrace the future to transform lives,” Mayal declared.
Spanning two days, the convention explored various topics related to transcending borders. Industry experts such as Arvind Singh, Madhavan Menon, Nipun Agarwal, and K.B. Kachru, among others, delivered speeches on diverse subjects. The convention also saw the participation of significant industry experts including Ashish Gupta, Pieter Elbers, Amitabh Khosla, Praveen Iyer, and many more.
Mayal brought attention to the immense potential of the Indian market as a globally sought-after destination for outbound travel. The Convention in Colombo offered a unique opportunity to discover emerging trends, exchange insights, and collaborate towards a future where travel truly transforms lives. “As delegates gather in Colombo, let us seize this occasion to embrace these trends and work together toward a more interconnected and transformative travel industry,” Mayal urged.
Aligning with Sri Lankan Airlines’ regional strategy, the primary theme of the 2023 TAAI conference aimed to strengthen the regional tourism industry. Dimuthu Thennakone, Head of International Sales and Distribution at Sri Lankan Airlines, expressed the airline’s ambition to bolster relations with India, specifically focusing on leisure and MICE tourists. He emphasized the airlines’ future plan to expand flight operations to several other Indian cities and their enthusiasm to partner with the TAAI Association to further boost tourism activities between the two nations.
On the convention’s concluding day, a special address was delivered by Harin Fernando, the Minister of Tourism and Lands, Sri Lanka, as confirmed by the TAAI.
Mayal, pointed out that the Indian market is undoubtedly poised to become one of the most sought-after markets globally due to its enormous potential for outbound travel.
“As we all prepared to gather in Colombo, we saw this as an opportunity to explore these trends, share our insights, and work collectively to shape a future where travel transcends borders and truly transforms lives,” Mayal stated.
A spectacular three-day Indian Travel Congress
The historic BMICH venue witnessed the Opening Ceremony with vibrant cultural performances by a troupe of artists, showcasing the rich cultural heritage of Sri Lanka. Additionally, a video presentation by the SLTPB outlined the Sri Lankan government’s vision to revitalize the tourism sector and restore it to full operation.
Officials confirmed that the 67th Travel Agents Association of India (TAAI) convention was one of the major large-scale events in the tourism sector in the island nation, following the COVID-19 pandemic and the economic and political crisis of 2022.
As the convention progressed, industry professionals and experts engaged in fruitful discussions, fostering stronger partnerships and paving the way for a prosperous tourism industry in both nations.
Additionally, the two-day business session and Buyer-Seller Meet unfolded across the Cinnamon Grand Colombo and Shangri-La Colombo hotels. Jay Bhatia, Vice President of TAAI, echoed the importance of the convention in cementing stronger bilateral ties between India and Sri Lanka. With about 200 Sri Lankan tourism stakeholders participating in the B2B sessions, the convention provided a perfect platform for networking and establishing rewarding business relations.
The spectacular three-day Indian Travel Congress culminated with a Gala dinner held at the Heritance Negombo with a breathtaking display of fireworks, and a cultural feast of music and dance performances featuring renowned Bollywood numbers performed in the Sinhala language.
In her closing address, Mayal asked the TAAI delegates to commit to encouraging tourism in Sri Lanka, both individually and institutionally. She praised the convention, themed ‘Transcending Borders, Transforming Lives,’ as a “resounding success.”
Overall, the 67th TAAI Convention demonstrated a commitment to fostering tourism and strengthening the bond between India and Sri Lanka.
Post-convention tours, organized by SLAITO member companies, offered delegates an immersive experience of Sri Lanka’s picturesque destinations, including Bentota, Galle, and Kandy. TAAI teamed up with four airlines for the event: SriLankan Airlines, Air India, IndiGo, and Vistara.
Sri Lanka: A Beacon for North and South Indian Tourists With Its Spiritual Trails
Sri Lanka, a country revered for its rich spiritual heritage, has been attracting North Indian tourists with its well-known Ramayana Trail. Last year, Sri Lanka Tourism introduced the “Murugan Trail,” tailored for South Indians. This trail includes approximately ten sites of worship, spanning from the northern reaches of the island to its southern tip. Highlighting locations like the Jaffna Nallur Kandaswamy Kovil and the Kataragama or Kadirgamam Murugan Temple, it caters to the reverence for Lord Shiva, a primary deity among the South Indian community.
India and Sri Lanka have been bound together by a legacy exceeding 2,500 years, encompassing shared aspects of history, culture, religion, spirituality, and language.
67th TAAI Conference in Colombo: Key Highlights
The 67th Convention of the Travel Agents Association of India (TAAI) wrapped up successfully on July 9 in Colombo, marking an impressive gathering of industry professionals, government officials, and various stakeholders from both India and Sri Lanka.
Key Highlights :
- Leading Regional Travel Event: With over 500 participants and the presence of 50 media personnel from India, the Convention reinforced its status as a leading travel event in the region, attracting industry professionals in pursuit of networking, knowledge-sharing, and partnership-building opportunities.
- India as Sri Lanka’s Primary Tourism Market: Last year saw India emerge as the leading source market for tourism to Sri Lanka, thereby underlining the critical nature of cooperation and collaboration between the two nations in the travel industry. The TAAI Convention played an instrumental role in promoting this relationship.
- A platform for Mutual Business Opportunities: The Convention served as an avenue for stakeholders of the Indian and Sri Lankan travel industries to explore promising business prospects, fostering robust partnerships and cooperation to bolster bilateral ties.
- Insightful Sessions: A variety of thought-provoking sessions on relevant topics, such as India’s 2047 tourism vision, the rise of experiential travel, the importance of MICE (Meetings, Incentives, Conferences, and Exhibitions), and evolving digital opportunities in the travel sector, graced the convention’s agenda.
- Knowledge-Sharing and Collaboration: Industry leaders and travel professionals from both countries had the chance to exchange expertise and insights, further solidifying networking opportunities and fostering mutual growth.
- Strengthening Bilateral Tourism Relations: The TAAI Convention aimed to deepen cooperation between India and Sri Lanka in the realm of tourism. By enhancing bilateral relations and promoting mutual growth, it endeavoured to strengthen the ties between the two nations.
The 67th TAAI Conference in Colombo effectively forged lasting connections, opened avenues for future collaborations, and presented comprehensive insights into the tourism industry’s current trends and challenges.
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