Business as usual at SLTPB

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New branding and marketing campaign to be unveiled next week at WTM, London

By Charumini de Silva

Despite ongoing political turbulence, Sri Lanka Tourism Promotion Bureau (SLTPB) has taken wing to launch the new branding and marketing campaign of Sri Lanka Tourism, which will be unveiled at the World Travel Mart (WTM) in London next Monday.

The Daily FT learned that plans are on track to launch the branding and marketing campaign on 5 November at the WTM in London with several Senior Directors at the SLTPB en route to their destination.

“The launch of the Sri Lanka destination brand is a critical driver to attract international visitors to the country and was a previously committed event.”

“The private sector stakeholders are involved in a long-delayed promotional campaign to boost more high-end visitors to the country. The new Minister, while assuming duties on Wednesday, was keen to go ahead with the launch and to participate,” sources told the Daily FT on condition of anonymity.

Previously, former Prime Minister Ranil Wickremesinghe was expected to join the delegation for the official launch. However, it is now unclear who will be present at the launch as Tourism Development Minister Wasantha Senanayake is expected to be in the country next week to participate in the reconvening of Parliament and no other top official has been named as a replacement yet.

The objective of this initiative is to give Sri Lanka a distinct brand identity, which will help to differentiate the island in the global competitive tourism landscape.

Sources also confirmed the tagline ‘So Sri Lanka’ would remain the country’s new tourism tagline to bring out the authenticity of Sri Lanka’s tourism product with greater engagement with travellers and locals.

Meanwhile, two bigwigs at SLTPB, the Chairman and Managing Director, have vacated their seats this week. Chairman Dehan Seneviratne stepped down on Tuesday due to the appointment of Mahinda Rajapaksa as new Prime Minister by President Maithripala Sirisena, while Managing Director Sutheash Balasubramanium vacated the position on Thursday as his contract expired.

In spite of numerous attempts to contact Minister Senanayake, he was unavailable for comment.

The WTM 2017 attracted an estimated 50,000 senior travel industry professionals, tourism ministers and international media.