Sri Lanka Tourism will be the Tourism partner of Sri Lanka Rugby Football Union (SLRFU) in the third leg of the Asia Rugby Sevens Series to be staged in next week in Colombo.

The tournament this year will feature 12 men's and 8 women's teams taking part from China, Hong Kong, Japan, Kazakhstan, Singapore, Thailand, Malaysia, Chinese Taipei, Malaysia, Philippines, South Korea, UAE and Uzbekistan.

"Sri Lanka Tourism marketing investment in those countries is almost 300 million per annum and I am thankful for SLRFU for inviting us to partner the event. With the free TV space that will be allowed for Sri Lanka Tourism we can reach 40 million viewers in Asia which is a big win," said Chairman Athukorala. "I sincerely thank the private sector for rallying round Sri Lanka Tourism Promotions Bureau with the next International Travel Consumer fair coming up being ITB Asia 2016 that is to be staged in Singapore on the 22nd of October 2015. There are 23 top Destination Marketing Companies from Sri Lanka taking part in the event with Sri Lanka Tourism which can support conversion of a potential traveler from the media support we will get from the Asian Rugby Sevens partnership." he said.

According to Athukorala, research insight revelation that 23.2 million people had googled Sri Lanka tourism related searches in 2014 but conversion was only 1.5 million which is below industry consumer behavior norms.

"We must address this issue with strategic marketing which is the new age challenge for the tourism industry of Sri Lanka," commented Dr. Athukorala.

The industry must move to scientific development via technology which is a global trend, he voiced.

"Almost 49% of the business into Sri Lanka from tourism are consumed by the informal sector and which is fueled positively by online travel companies like Air BnB, Agoda and Booking.com. This is called the shared economy of the world which is the new trend globally which Sri Lanka needs to accept the new reality and adjust," the Chairman said.