Authorities target change, “structured marketing”
View(s):Sri Lanka will be able to attract 2.2 million visitors by the end of this year that could go up to 4.5 million by 2020, according to Sri Lanka Tourism Development Authority (SLTDA) Chairman Paddy Withana. He noted that the visitor arrivals previously targeted at 2.5 million by 2016 was not a realistic target and pointed out that this year could generate a revenue of US$3.6 billion which could increase to US$10 billion by 2020.
Addressing the media at a briefing held at the Sri Lanka Institute of Tourism and Hotel Management (SLITHM) auditorium on March 4, Mr. Withana explained that they were spending about Rs.4 billion this year for promotions.
However, he pointed out that the previous plan to call for tenders for an advertising agent has been shelved as they would be looking at new options to open the space for digital marketing and a campaign in this regard would be most timely.
In this regard, Mr. Withana said they would be implementing a “structured marketing campaign” for the future promotional activities of the country.
It was also pointed out that today the country needs more activities to attract increased number of travellers. In this context as much as surfing in Arugam Bay, kite surfing in Kalpitiya or Mirissa and even hiking, sailing in Trincomlaee were being carried out they need to promote more sports tourism in the country to attract more visitors, he explained.
Moreover, the Chairman explained they were looking at new development zones in the future like Kalpitiya, Gulf of Mannar, Arugam Bay, tea plantations and the wildlife that attracts people.
In addition they would be looking at increasing connectivity between the provinces and providing a luxury train for upcountry travellers, Mr. Withana said.