The Embassy of Sri Lanka in Viet Nam in collaboration with Sri Lanka Tourism Promotion Bureau (SLTPB) organized a comprehensive Tourism Media Briefing for Vietnamese media and travel agents on 30th October at the Residence of the Ambassador. The briefing was attended by over 30 travel agents, media personnel, and members of the tourism related associations such as Viet Nam Tourism Association (VITA) and Vietnam Society of Travel Agents (VISTA).
The seminar lasted over two hours which included a comprehensive presentation from the Ambassador, showcasing tourism promotional videos, a number of experience sharing sessions by previous FAM trip participants, and a Q&A session. Authentic Sri Lanka cuisine was served to the invitees at the end of the session. The seminar provided an opportunity to convince Vietnamese audience of the hidden and unexplored touristic attributes and attractions that Sri Lanka poses to potential Vietnamese tourists and travelers.

The formal event, commenced with the lighting of the traditional oil lamp by Ambassador, Mr. Poshitha Perera, along with Mr. Phung Quang Thang, Member of the Executive Committee and the Permanent Vice President of Vietnam Tourism Association (VITA), Mr. Pham Manh Cuong, Secretary General of Vietnam Society of Travel Agents (VISTA), Ms. Giang Bien, Vice President, of Ha Noi’s Society of Travel Agents (VISTA), and the last year FAM trip participants, as well as senior officials of the Embassy.

Welcoming the audience, H.E. the Ambassador, Mr. Poshitha Perera elaborated about the touristic attractions in the country in terms of nature tourism, wild life tourism, adventure tourism, religious tourism, culinary tourism, medical tourism, wedding tourism, film tourism, and cruise tourism etc., Further, international endorsements of Sri Lanka as a travel destination including but not limited to “Lonely Planet”, ‘CNN’, “BBC Good Food”, and “National Geographics” were explained highlighting the intrinsic touristic attributes that Sri Lanka offers as no other country. Most of the travel agents and tourism promotional institutes were not much aware of the natural beauty, endowments and unique and iconic touristic attractions of Sri Lanka. Ambassador Perera highlighted that the two bo trees in Bai Dinh Temple and Tam Chúc Pagoda in Viet Nam are Branches of Jaya Sri Maha bodhiya tree donated to Viet Nam.

Major touristic attractions of Sri Lanka were profiled such as Esala Perahera (Pagent) in Kandy, nine arch bridge in Ella, train rides, Sigiriya, Sinharaja Forest, religious tourism through virtual journey to temples in Anuradhapura, Polonnaruwa, Dalada Maligawa in Kandy, breath-taking beaches, waterfalls and tea gardens and unique UNESCO sites as well as adventure tourism, film tourism, Sri Lankan cuisine and the facilities available in the hotels, amongst others.
The recorded messages of Mr. Buddhika Hewawasam, Chairman of SLTPB, and Mr. Shanthikumar, President of THASL conveyed highly persuasive and compelling messages to the Vietnamese travel agents and tourism promotional institutions, as well as the media personnel. Both videos and the recorded messages were subtitled in Vietnamese language.

Four FAM (familiarization) tour participants, also spoke of their unforgettable and memorable experiences in Sri Lanka. Ms. Giang Bien, Vice President, of Ha Noi’s Society of Travel Agents (VISTA), mentioned that she was extremely impressed with the natural landscape, cultural heritage, the quality of hotels, enthusiasm and hospitality of Sri Lankans during her FAM trip in 2022. She was overwhelmed to see how visitors were welcomed at the airport even at mid night with Kandyan dancers and garlands around the neck. She further appreciated that Sri Lanka preserve their nature and culture which is a favourable condition for tourism. However, Sri Lanka as a destination is not competitive enough in terms of price, mainly due to lack of direct flights. Further, awareness raising about the destination is crucial to make Sri Lanka known to Vietnamese travelers. In Ms. Giang’s view, Sri Lanka Tourism should develop quality tourism products in order to promote.

Ms. Lai Thi Thuy Ha, journalist from the Culture Newspaper who visited Sri Lanka in media FAM trip in 2023, mentioned in the journey to explore South Asia, Sri Lanka stands out as an unpolished rough gem. With a long-standing culture and majestic natural landscapes, gentle and friendly people, this country has not yet welcomed many Vietnamese tourists. Viet Nam is a very potential market of hundreds of millions of people. Ms. Ha said that Sri Lanka has never been commercialized as a tourist destination and it possesses pristine, diverse natural beauty, which is ideal for Vietnamese traveller. Sri Lanka would be an attractive destination to Vietnamese travelers due to rich cultural and historical heritage, tranquility and peace in all the locations in the country for those who search for relaxation. Increasing middle class Vietnamese tourists tend to choose safe destinations, with reasonable costs but still imbued with identity - something that Sri Lanka can meet well. Also, their quest for new destinations is an advantage to exploit. Launching direct flights, developing reasonable tour packages and open visa policies would support in boosting tourists from Viet Nam to Sri Lanka.

Mr. Travip, blogger shared experiences of the places he visited during his media FAM tour in 2023. This included Sigiriya, Dambulla Cave Temple, Hurulu Eco Safari, Koneswaram Temple Of Trincomalee, Ella: Ravana &Amp; Little Adam’s Peak, Nine Arch Bridge, Nuwara Eliya, Damro Tea, Colombo, Lotus Tower. He shared the historical and archaeological values, natural beauty in those places, which provided a first hand experience to Vietnamese audience.

Ms. Hien, artist who visited on a Religious FAM trip to Sri Lanka in 2023, shared her experience with emphasis on pilgrim tourism and the attractive places to Buddhists in Sri Lanka. Ms. Hien also gifted her publication written on Sri Lanka to the Ambassador.

Ambassador Perera stated that Sri Lanka is now fully open to welcome tourists and travelers, particularly from Vietnam since the tourism from Vietnam to Sri Lanka is a potential market. Ms. Kishani Wickramasinghe, Minister (Commercial) in her concluding remarks outlined the future tourism promotional activities planned by the Embassy, which includes participation to Tourism fairs and organizing travel agent and media FAM trips to Sri Lanka with the intention to raise awareness about Sri Lanka in Viet Nam. She invited the Vietnamese travel agents, media and tourism promotional associations to get connected with the Embassy in these future endeavors and especially media to provide publicity on “Sri Lanka tourism” in their respective media.

Considering the facts that Viet Nam’s population of 100 million, its increasing middle-income group who seeks new destinations to visit and last year’s out bound tourists which recorded to be approximately 5 million, Viet Nam is a potential market to promote Sri Lanka tourism.

The Embassy of Sri Lanka in Vietnam in collaboration with Export Development Board (EDB) organized the participation of Sri Lankan businesses at the 22nd edition of International Medical, Hospital & Pharmaceutical Exhibition Viet Nam Expo, which was held from 1st to 3rd August 2024 at Saigon Exhibition & Convention Center (SECC) in Ho Chi Minh City.

Leading Pharmaceutical companies in Sri Lanka, Astron Ltd, Morison Ltd and Gamma InterPharm (Pvt) Ltd participated for the first time at the “MediPharm Expo 2024”, in order to explore the market opportunities in Viet Nam.

The Sri Lanka Pavillion was ceremonially inaugurated by Mr. Vu Tuan Cuong, Director General of Viet Nam Drug Administration, Mrs. Nguyen Van Nga, Director General, Department of Southern Affairs of the Ministry of Industry and Trade of Viet Nam, Mr. Pham Dang Khanh, Vice General Director of Vinexad, , Mr. Dao Van Sinh, Chief Representative of the Ministry of Health in HCM City, Dr. Le Ton Dung, President of Viet Nam Association of Aesthetics and Internal Medicine (Viet Nam Association of Plastic Surgery) and Mrs. Shirley Marguerite Hopman-Aluwihare, Honorary Consul of Sri Lanka in Ho Chi Minh City.

In Viet Nam, medicine purchases are predominantly tender-driven, which is 80% by the government and 20% by the private sector whereas 90% of the hospitals are government owned. While there are around 350 plus manufacturing plants in Viet Nam, more than 50 of those plants are EU GMP certified. At present, 50% in value and 70% of the volume of the total pharmaceutical demand of Viet Nam is manufactured within the country and it is expected to expand local manufacturing up to 80% of the value of pharmaceutical demand within the next 3-4 years. Viet Nam is a chemist-driven market, where doctors typically prescribe medications by their generic names. As 90% of the population has medical insurance coverage, pharmacist decide the brand of the drug depending on the insurance coverage. In order to enter into Viet Nam market, Pharmaceutical products have to go through a rigorous application procedure which takes around 18 months. However, Over The Counter (OTC) medicine, nutritional supplements and herbal medicine has a fairly easy entry within six months, depending on the demand for the product and the distributor/importer.

During the three-day visit, the Sri Lankan companies got the opportunity to visit Hong Duc General Hospital III in Ho Chi Minh City which provided insights on the local hospital system for procurement of medicines. Further, the Embassy organized a networking session for the Sri Lankan exhibitors with the Business Network International (BNI) in Ho Chi Minh City, which provided further networking opportunities with the industry stakeholders.

During their stay, the Sri Lankan companies had meetings with a number of potential distributors and importers and was able to establish solid contacts with potential distributing companies with whom they will enter into agreements in future for introducing their medicine to Viet Nam.

Ms. Kishani Wickramasinghe, Minister (Commercial) of the Embassy facilitated the companies in arranging business meetings and networking session with the BNI.