Sri Lanka invests Rs.150 m in Chinese tourism and investment promotion

Monday, 2 September 2013 00:10 - - {{hitsCtrl.values.hits}}

By Cheranka Mendis in Beijing The Sri Lanka Tourism Promotion Bureau’s Rs. 150 million investment in promoting opportunities to conducting business in travel, tourism and trade in the world’s second largest economy, has been deemed a success. The initiative has brought about anticipated response from the large number of Chinese agents who attended the line up of events organised by SLTPB and the Sri Lankan Embassy in Beijing, during the past three days. As part of the bureau’s newly launched promotional campaigns targeting the new and emerging markets with a high concentration of big spenders rolling out over $100 per day, the promotion titled ‘Sri Lanka shines in Beijing’ enters records as one of the most successful campaigns conducted thus far. With a budget of Rs. 1.1 billion allocated for similar campaigns for the year, SLTPB is now on a roll organising events that would capture both the travel and trade markets as well as create awareness among the general public of the chosen cities about Sri Lanka and what it offers. Prior to this campaign in Beijing, related events have been conducted in India, Japan, in several cities in Russia which included Moscow and Petersburg, Ukraine, Kazakhstan and Belarus. Eyes are now on the Middle East and Korea for the next round of promos, Sri Lanka Tourism Chairman Bhashwara Gunarathna said while more cities in China such as Shanghai and Chendu have also been marked. With Sri Lanka anticipating a total of 1.25 million tourists in 2013 of which 60,000 are expected from China, the event in Beijing has managed to build up new ties and strengthen old ones, while creating enthusiasm in the trade from both countries to build up their game in bringing in more visitors from China. ‘Sri Lanka shines in Beijing’ consisted of a Sri Lankan night, the launch of the first ever official tourism website in Mandarin, B2B meetings in travel as well as trade, mall activation at The Place, a bus advertising campaign, billboard advertising, web marketing, light box advertising, newspaper advertising in high circulation newspapers such as the Beijing Times and Global Times counting for over 1.4 million papers, radio jingles and branded souvenirs. “We have collected evaluation forms from Sri Lankan tourism industry as well as Chinese tour operators who participated in the B2B meetings,” Gunarathna said. “They are all very happy with the program.” The industry has noted that the program must be a continuous effort and that in countries such as China, the need is for large scale, out-of-the-box events that will capture the attention of the buyers. “While keeping our relationships with the traditional and established markets we need radical events such as this to capture new ones. The industry is happy with this promotion as they got an opportunity to meet several tour operators and their consumers.” 35 tour operators from Sri Lanka participated in the event and received 188 Chinese agents from 120 companies which included 22 of the leading outbound tour operators in China. Gunarathna noted that following a discussion with the Beijing Municipal Commission of Tourism Development’s Deputy Chairman during the event, a delegation from the commission have been invited to Sri Lanka to have a firsthand experience of the country. “I have invited the Chairman, the Deputy Chairman and their leading tour operators to Sri Lanka. They have accepted. They will visit us very soon.” Queries have also come from airlines who have expressed interest in increasing flight connectivity to and from Sri Lanka and China. “This is in progress,” he said. “With these activities the industry is motivated. Having seen how the Government is investing in promoting private sector trade within the industry and our commitment to grow the market, these Chinese agents both from the Government and private sector has shown much delight in working with us.” Having studied the Chinese market, Gunarathna noted that tourists prefer a destination that offers both luxury/comfort as well as things to do and see. He noted that on average a typical Chinese would spend over $ 100 per day and that Sri Lanka many patronise gift and souvenir shops such as Laksala and Odel.

“We had to study the preferred destination for Chinese and how they spend their time. For example in Maldives they stay for maximum five days. Even though Maldives is more expensive than Sri Lanka, they would like to lead a luxury lifestyle. However they do not wish to stay longer because they don’t have anything to do there after three days. However in the Paris market they would not stay for five days but longer because they have enough things to see.” From the industry side, local travel and hospitality operators must work on building products that cater to a clientele who is willing to spend, if and only if the product is of superior quality and value for money. The biggest challenge for the industry will be communication as most Chinese do not use English as a secondary language. Local hotels to receive their own Blue Book in two weeks Some 40 local hotels that have been picked to host delegates coming down for the Commonwealth Heads of Government Meeting (CHOGM) in November will receive a set of guidelines on standards that needs to be maintained in order to serve the expected numbers within two weeks, Government official said. Sri Lanka Tourism Chairman Bhashwara Gunarathna noted that under the guidance of Economic Development Minister Basil Rajapaksa, Sri Lanka Tourism has produced a book of guidelines to be adhered to by hoteliers with, added principles over and above the standards expected from CHOGM officials. “The book of guidelines referred to as the Blue Book by CHOGM Secretariat has been tailored according to standards that we have come up with to give enhanced and efficient service to our delegates,” Gunarathna said. “We have added a number of other standards over the CHOGM standards.” This is now in the final stages of compilation and will be handed over to hoteliers within the next two weeks, giving them enough time to implement any adjustments as stipulated. “We are also starting training programs for all categories including front office managers and receptionists about CHOGM and how the delegates must be catered to. This too will start within the next few weeks.” An inspection team has also been appointed to ensure that the needed level of service is delivered as and when needed. The team will visit all hotels that are to receive CHOGM guests to see whether or not they have adhered to the guidelines. If any hotel has genuine reasons for not adhering to any principles, then Sri Lanka Tourism will step in to offer the necessary support to bring them up to standard. Gunarathna also noted that the industry is hoping for “big revenues” from the meeting. Hotel prices have been increased to US$ 400 for the period, he said. According to CHOGM committee they are expecting between 3,500 to 4,000 people coming into the country as well. “We expect big revenue from this. We are selling our hotel product at a very good price. The revenue expectations are being forecasted these days. However, I am not in a position to divulge numbers as at now.” When questioned on the impact of the general tourists coming in to Colombo during this period, as 40 hotels stretched in an area as far as Negombo have been marked for CHOGM, the Chairman expressed that steps have been taken to maintain a balanced situation with no negative impact on other tourists coming in. “We have asked the tour operators to handle this,” he said. “However, I am confident that no harm will befall the existing tourism industry due to this.” 100 Chinese businessmen coming to Sri Lanka Close to 120 Chinese businessmen and investors have expressed interest in attending CHOGM in Sri Lanka this November. Sri Lanka Tourism Chairman Bhashwara Gunarathna expressed that as a result of various discussions and appointments with leading trade heads in China by Ministry of Industry and Commerce Secretary Anura Siriwardena during the ‘Sri Lanka Shines’ promotional campaign in Beijing, 120 investors and industry personnel have shown interest in attending the CHOGM exhibition and business forum in November. This is likely to be the largest delegation from a single country, he said. “We have discussed and agreed to accommodate 100 of them as we also need to take into consideration other delegates from other countries. With 100 coming into Sri Lanka and utilising local resources and staying at our hotels, Sri Lanka will be able to reap benefits in the long term if they are happy with what we have to offer.”