Sri Lanka, April 11 -- ranking as Sri Lanka's 14th-largest tourism market, Italy's potential remains largely untapped. Dr. Alberto Arcidiacono, Deputy Head of Mission at the Italian Embassy, emphasised the critical need for direct flights, free visa and targeted marketing to bridge this gap.

Speaking at the "Winning & Retaining Italian Tourists" forum, organised by the Sri Lanka-Italy Business Council, the Embassy of Italy and Cinnamon Life, Dr. Arcidiacono highlighted the current challenges. "To place Sri Lanka prominently on Italian tourists' itineraries, we must simplify travel," he said.

"The absence of direct flights is a significant barrier. Introducing direct air connectivity, coupled with a robust marketing campaign and potentia...