This year the organiser's envisage sustainable tourism development (as per the theme set by the UNWTO). The major objective of this programme is to stimulate and keep towards the direction of Sri Lanka Tourism Development for economic viability, local prosperity, employment quality, social equity, visitor fulfilment, local control, community wellbeing, cultural richness, physical integrity, bio diversity, resource efficiency, fair trade and environment purity.
National Contributiona) To be able to work together with the Sri Lanka Tourism Development Authority (SLTDA) to help fulfil the identified national tourism development needs.
b) To create a platform for dialogue benefiting the industry and the policy makers regarding strategy for the destination as a whole.
c) To create a single platform unifying the Small and Medium Enterprises (SMEs) with the regulated industry stakeholders.
d) To create a common platform in which academia and industry professionals can come together and design sound and practical strategies, to develop the industry and aim to compete with the global leaders in tourism of the region.
e) To unite for the benefit of upgrading tourism; both locally and globally and be more competitive in promoting and marketing our destination.
f) To create an annual National Event in the calendar of Sri Lanka Tourism
Industry Contributiona) To enhance, innovate and analytically think to develop unique and novel tourism products and services and packages for emerging markets.
b) To enjoy the benefit of research carried out by the University of Colombo in diverse areas for the development of the industry.
c) To link other overlooked and neglected economic sectors through the promotion of fair trade and social enterprise.
d) Develop the image of Sri Lanka Tourism aligned with the UNWTO World Tourism Day Celebration and also with the other key international tourism organizations
Academia Contributiona) To make direct and indirect contribution to the tourism industry through industry interactive and application oriented research studies.
b) To recognize national policy specifics and applications of sustainable tourism development and to work within its most suitable and more effective framework.
c) To gain practical experience in organizing an event locally of International magnitude.
d) To provide a great opportunity for the students to present their research findings at an international academics and experts forum.