SL’s 2016 tourism strategy unveiled; 2.2 mln arrivals and $2.7 bln revenue
View(s):Sri Lanka Tourism this week unveiled its 2016 marketing strategy in which PR agencies are to be appointed to handle specific markets, arrivals are seen rising to 2.2 million and 500 agents and travel writers are to be invited on familiarisation tours.Revenue is also set to rise to US$2.75 billion, according to the tourism marketing plan for 2016, the Sri Lanka Tourism Promotion Bureau (SLTPB) said in a media announcement. Increasing average daily expenditure of a tourist up to $200 and uplifting Sri Lanka’s brand value up to $80 million through tactical marketing campaigns focusing on main product offerings of the county are among the plans.
File picture of a group of Chinese travel agents with their Sri Lankan partners.
PR agencies will be appointed in Europe, East Asia, Benelux and emerging markets “in order to achieve country promotional objectives and aggressively promote the country enhancing tourism brand in the world”.A fully-fledged online and digital marketing campaign will also get underway in which language specific web sites for all main markets will be created. Special prominence has been given to attract travel bloggers with high reputation who will act as brand ambassadors generating credibility providing first-hand publicity for Sri Lanka based on experience gathered by visiting the country, the statement said.
“Overall 300 travel agents and 200 travel media will be facilitated from the countries around the world under the familiarisation tours hosted by Sri Lanka Tourism. Familiarisation tours will attract prominent print and electronic media to Sri Lanka to produce and generate articles on the destination and its tourism products,” it said. In 2016 the SLTPB will participate at 46 travel fairs and road shows in 20 key countries in order to develop the product brand and generate sales by Business to Business agent interactions.The bureau said the new tourism strategic marketing plan of 2016 will focus on the long term result oriented approach to develop tourism industry in Sri Lanka than serving short term goals.
“The Budget Proposal of 2016 has introduced a comprehensive policy framework for tourism development. Under the guidence of the Prime Minister several key initiatives have been proposed such as setting up an Aquaculture park in Batticaloa, promote sale of gem and jewellery, encourage MICE tourism by establishing necessary infrastructure, encourage spending by tourists, transform and upgrade tourist attraction sites and local tourism zones, encourage theme parks and removal of tax for water sport equipments yachts, etc and introduce hovercrafts and other water based sports for tourists, tax holidays for investors and removal of Tourism Development Levy are key areas proposed. With the view of improving operational efficiency and to facilitate investement a new organisation will be formed under the name ‘Agency for Development’. Tourism branding plan, training and development for tourism youth, registration of tourist hotels based on quality standards, etc of the Budget Proposal 2016, will heavily contribute to sustainable tourism development strategy for Sri Lanka,” the release said.