SL to unveil short-term tourism blitz next week

Saturday, 12 August 2023 01:38 - - {{hitsCtrl.values.hits}}

President to unveil check-in promotion on 19 August, thematic campaign targeting 14 markets will kick off in October
Tourism Minister Harin Fernando says first wave of thematic campaigns set to debut in India, China, Russia, and Australia
SLTPB Chief Chairman Chalaka Gajabahu says two-phased blitz involves a strategic roll-out
Reveals Ministry is spearheading fast-tracked process to complete tender procedure within 21 days
New plan includes domestic campaign by year-end to create awareness, get support from diaspora

Sri Lanka Tourism will unveil the first phase of the highly anticipated check-in promotion next week under the patronage of President Ranil Wickremesinghe.

“President Wickrem-esinghe will inaugurate the short-term campaign ‘Rejuvenating Sri Lanka’ coinciding with the inauguration of the Hilton Yala Resort on 19 August,” Tourism Minister Harin Fernando told journalists on Thursday.

He affirmed that Sri Lanka Tourism is poised to embark on its comprehensive two-phased marketing blitz with the highly anticipated check-in promotion next week and the long-term campaign targeting 14 markets in October.

“The first wave of the thematic campaign is set to debut in four key markets — India, China, Russia, and Australia. This strategic approach aims to maximise impact while ensuring a gradual and well-structured expansion of the campaign’s reach,” he told the Daily FT.

Sri Lanka Tourism Promotion Bureau Chairman ChalakaGajabahu providing further insights into the marketing blitz explained that the initial phase of the campaign will focus on ‘Rejuvenating Sri Lanka’ commencing at the end of this month which will span two to three months, followed by the launch of a more extensive thematic long-term campaign focused on 14 key markets scheduled for a grand launch in October.

“For the past 16 years, Sri Lanka Tourism has not undertaken such an extensive campaign. Our approach involves a strategic roll-out, with the thematic campaign being tailored to the booking patterns of our key markets, in a phased manner and not all in one go,” he added.

Gajabahu also addressed the efficient execution of the campaign, noting that the Ministry is spearheading a fast-tracked process with the objective of completing the tender procedure within 21 days — a swift approach necessitated by previous delays caused by issues with tender documents.

Noting that SLTPB has appointed a strategic and creative agency already, he said Sri Lanka Tourism will spend Rs. 1.4 billion over the next 12 months from the end of this month to mark a fresh approach to destination marketing including two domestic campaigns.

He also said plans are underway to conduct two domestic campaigns to remind 22 million Sri Lankans that the warm-friendly people are ready to welcome visitors from around the world. One campaign is to remind the importance of tourism to locals and the other campaign is aimed at the Sri Lankan diaspora towards luring visitors and investments.

”No matter what global campaigns we do, if the local community is not welcoming towards them the efforts put into drawing tourists will not reach its full potential. Thus, a domestic tourism campaign will be launched towards the end of the year,” he said.

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