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Sri Lanka's tourism industry has turned a new leaf launching a new vision, icon and strategy with the aim of projecting a positive image of the war weary island. In an unprecedented move all stakeholders of the industry, hoteliers, tour operators and travel agents, have come together to initiate ‘Sri lanka Tourism’ which speaks about a shared vision and mission expected to see a major face-lift of the entire industry. 'Sri Lanka Tourism' aims to make this tropical isle, Asia’s foremost tourism destination by the end of the decade. Sri Lanka boasts of seven UNESCO world heritage sites and the country’s bio-diversity is one of the highest in Asia. The industry is now looking to promote adventure tourism and eco-tourism for which the country provides ample resources for whitewater rafting, mountain biking and canoeing. English cricket fans are now in the country in their thousands and are filling up all city hotels after the industry for the first time successfully promoted sports tourism. A spokesman for the Galle Face Hotel, in Colombo which still preserves a little of the British empire, said he was delighted with the occupancy. "This is a total boost for us compared to the previous year" he said. Nearly ten thousand British tourists have been enjoying England’s victory in the Test series just concluded in Colombo.
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