ABSTRACT
This study explains the relationship of culture tourism attractions, more specifically cultural events and their impact on destination competitiveness and attraction focusing on Sri Lanka tourism. It has been evident from the finding of this study that the cultural attractions and cultural events have significantly influential to determine the travel and tourism competitiveness of Sri Lanka as a prominent tourist destination in the region. The study investigates how such cultural impact has influenced on the competitiveness of Sri Lanka tourism by analyzing data collected from the Global Travel & Tourism Competitiveness Index and the other relevant secondary data sources. The findings of this study clearly indicate that among all other cultural attractions, cultural events and the related culture tourism related activities are highly decisive to enhance the cultural attraction of each cultural tourism sites of the country and consequently it can increase the travel and tourism competitiveness of Sri Lanka tourism. Furthermore, this study emphasizes the importance of developing the effective policies and providing the necessary incentives for the key stakeholders to improve cultural events of the country by using untapped potential available in different parts of the country with attractive cultural diversification among different communities living in the country.
