Can joint promotions with other export industries work for Sri Lanka Tourism?

SLAITO Treasurer and JourneyScapes (Pvt) Limited Managing Director Devindre Senaratne expresses his views on the importance of joint promotion for Sri Lanka and explores whether joint promotions with other export industries will fully benefit Sri Lanka Tourism.

SLAITO Treasurer and JourneyScapes Managing Director Devindre Senaratne

Q: Could you define what ‘joint promotion’ is, as it’s understood in the industry today?  

A: ‘Joint promotion’ is said to have a greater advantage and creates an opportunity that two or more parties benefit from in most cases equally. Inbound tour operators or destination management companies, tourist hotels in Sri Lanka, Sri Lanka Tourism and SriLankan Airlines become the closest organizations that could carry out joint promotions.  For example, it would be the inbound tour operators along with their principals abroad (tour operators), hotels and airlines together that would promote a holiday package for the benefit of all, including advertising advantages. Potential travel agents or tour operator groups are hosted by the inbound tour operators along with the airlines, few hotels and Sri Lanka Tourism for the benefit of all.

Q: Participating in trade fairs, exhibitions and road shows in foreign markets are cost intensive. Do tourism companies manage to make a viable return on investment by participating in these events?

A: Yes definitely, it is an excellent opportunity as key stakeholders such as inbound travel companies, tourist hotels, the national carrier and Sri Lanka Tourism all participate. This is an ideal platform as most interested tour operators and travel writers visit the popular tourism fairs and exhibitions mainly to meet all parties to discuss future promotions for Sri Lanka.

Road shows are very focused and it is ideal to market a specific country, region or a target group of decision makers.

Q: In most of the major tourism events, the Sri Lanka Tourism Promotions Bureau will have a point of presence, a pavilion or common banner under which the different companies can all participate. Is Sri Lanka able to attract sufficient visitors to justify the costs and time and effort spent?

A: Yes of course it is extremely expensive for the trade to participate in tourism fairs. Marketing activity such as regular overseas sales calls, having representation, attending fairs, advertising, hosting tour operators on familiarization tours, hosting journalists etc., results in all inbound travel companies collectively spending over a billion rupees per year.    

However, as explained this is feasible. Trade fairs, exhibitions and road shows are some of the key tools we use to promote the country. This is why even the tour operators visit, so that they can meet all the suppliers and make decisions for future promotions of the country.

Q: Products such as Sri Lankan tea, Sri Lankan gems, and even Sri Lankan toys are accepted products in the European and Far Eastern markets. Do you think carrying out joint promotions in partnership with these export bodies and brands would be viable for Sri Lanka Tourism?

A: The messages we convey are different. The target market is different. If we partner with export bodies and brands, we will not be able to convey our message to a proper target audience. However on certain chosen cases, we could associate the brand when conducting promotions, but with a very limited scope.

Q: Do the markets for these traditional exports and tourism coincide?

A: Yes, many European, Middle Eastern, Russian and CIS countries buy tea from us and promote Sri Lanka as a tourist destination.

Q: What are the perceived negatives in carrying out joint promotions with traditional export products?

A: As I mentioned, we could only do general advertising which means we will not be able to highlight the USPs for the end user to make decisions.

Q: With Sri Lanka Tourism reducing the number of overseas offices and representatives and working more from the centre would this be a viable alternative?

A: It is important to execute a proper marketing plan with a sufficient budget. It is very difficult to make decisions locally.

You need to have ground knowledge, market behaviour and statistics and keep note of future opportunities.

We could have different ways of operating however we should have either overseas offices, representation or a popular marketing communication and a PR company working for Sri Lanka Tourism. This would allow us to build our image and position ourselves as a unique country for holidays. Otherwise we will have to continue to do our aggressive selling to the cheaper target groups.

Q: What do you see for the future of joint promotions? Is it likely to expand and if so, how will it evolve?

A: Joint promotions are a must. The Sri Lanka Tourism marketing plan is a joint promotional plan done with our blessings. They should join hands with us, the tourist hotels and SriLankan Airlines and execute this plan. This is the need of the hour. We should not waste time.