50 years on Sri Lanka lacks tourism promo
The Sri Lanka Tourism industry this year marks 50 years but the celebrations are short of similar campaigns to those in neighbouring countries or Asia which is believed to be mainly due to a lack of a promotional campaign. The key element of promotions has brought down any prospects of celebrating 50 years with a campaign like in Singapore or how the Malaysians did it. However, Sri Lanka Association of Inbound Tourism Operators (SLAITO) President Devendra Senaratne told the Business Times that the idea was to recognize those contributing to tourism and as a result no marketing aspect was taken advantage of at this stage. Further he explained that 50 years is not an event that tourists would be concerned about when travelling to a destination.
On the other hand what is required is to position the country through a global advertising and promotion campaign. The promotional campaign that has been long delayed is set to get underway within the next six to eight weeks. Mr. Senaratne said. Members of SLAITO spend about Rs.1.1 billion per year on promotions on their own, he said. Others in the industry however, pointed out that it was mainly due to the lack of a promotional campaign that tourism got left behind in view of the 50th anniversary celebrations. The state plans were to hold a commemoration for key industry veterans on Friday this week and a 3-day exhibition that will showcase the memories of a country’s tourism experience.
Former Head of Tourism at Aitken Spence Malin Hapugoda said that he believes the industry needs to be ready to welcome a large number of arrivals and should capitalise on the unique attractions in a bid to protect the fragile tourism attraction of the country. Having already missed the bus since the end of the war to promote the destination despite the adequate spending capacity already made available through the Development Levy charged from the industry, it was not too late to go ahead with the state planned programme to kick off a promotional campaign, he stated. In fact, some claim that no proper push is made by the relevant authorities to promote the destination as a whole. So inevitably the 50 years of tourism would indeed get a bit sidelined in promotions despite having a fancy logo as well.