Streamlining processes towards destination marketing
View(s):State tourism bodies are poised to make sure that bureaucratic processes don’t get in the way of destination promotion in future.
Newly appointed Sri Lanka Tourism Chairperson Kimarli Fernando speaking with the Business Times on Tuesday said that currently discussions were underway on the procurement process on how to follow the due process with shorter deadlines.
“The procurement process is being discussed on how to follow the due process which is critical but in terms of time frame,” she pointed out that “if it is impeding the development of the sector that would be addressed and this would be left to the government to decide.”
In terms of heading promotions, she said that they will be looking at adopting a four step process like appointing a local marketing agency, public relations partners from overseas that has to be done simultaneously; and third is destination marketing companies or representatives that will look at 15-20 key markets appointed through an open tender.
In addition, the Sri Lanka Tourism Promotion Bureau (SLTPB) will also work on the global marketing campaign and Ms. Fernando added that this would be studied together with the Tourism Ministry.
If there is something good then we will keep it but if there is a need to change then they would do so, she explained.
Commenting on the CNN advertising campaign, it was pointed out that following an analysis of the campaign they would look at its viability.
Moreover, in appointing of a local marketing agency it is relevant that they feed necessary information into the international agency through a transparent process, she said.
Donning the Sri Lanka Tourism Authority (SLTDA) cap, she noted that there is a level of frustration from the industry on getting approvals on star category and licences.
In keeping in line with government policy, Ms. Fernando said they will follow it to streamline and automate the approval process and thereby fast-track the system.
SLTPB is expected to cover conventions as well, Ms. Fernando said noting that there are a few promotions they had worked on.
She pointed out that promotions and marketing campaigns in general needed to be carried out through a structured manner under a three year period. In this respect, there will be a re-look at the one year plan already agreed upon.
(SD)