A high-powered Sri Lankan delegation took part at last week's key travel and tourism exhibition at Gothenburg in Sweden-TUR to carefully identify the next steps in the roll out of Sri Lanka tourism as a preferred destination, said Chairman Sri Lanka Tourism Promotions Bureau Rohantha Athukorala.

"Given that Sri Lanka has extended the hands politically to the west and the diaspora, we have seen a sudden influx of top end tourists from Scandinavia and now the focus must be how to develop this focus market on the promise "8 wonderful experiences in 8 wonderful days" in Sri Lanka," the Chairman said.

TUR tourism exhibition and travel fair is a place where top buyers and suppliers meet for lead generations and future business deals coming to a close, said Athukorala adding that the current 11.6% growth in travelers must be increased.

"The typical per capita income of a Scandinavian is between $25,000 - 35,000 dollars; hence we are looking at a changing clientele than just fixing our self on the number game," he noted.

"As we speak there is a TV crew from TF-4 to film a culinary expedition branded ' Exotic Kitchen' that will reach 9 million viewers during prime time in Sweden which means 100% penetration for brand Sri Lanka as a destination. Once the awareness is built a sharp below the line campaign will be developed together with the private sector operators so that awareness to conversion can be made to happen," said the chairman.