News
Promotions ramped up to lure more visitors
View(s):By Renishka Fernando
Tourist arrivals to Sri Lanka are slowly picking up with overseas travel advisories being lifted and promotional campaigns by the Sri Lanka Tourism Development Authority (SLTDA), Sri Lanka Tourism Promotion Bureau (SLTPB) and private sector stakeholders.
A little over 21,000 arrivals have been recorded from September 1 to 21, data from SLTDA show. India ranks first, followed by the United Kingdom, Australia, Germany, and Canada in the top five markets for September. US$1 billion has been generated as of September 22 from tourism.
A little over 21,000 tourist arrivals have been recorded from September 1 to 21, data from SLTDA show
But, Sri Lanka needs to generate more foreign exchange.
A destination management company (DMC), NKAR Travels and Tours, along with the SLTDA, SLTPB and other industry stakeholders launched ‘Save the Sri Lankan Smile’ campaign, on September 20, at Hotel Ramada, Colombo.
It is the brainchild of Mr Nilmin Nanayakkara, the managing director at NKAR Travels and Tours and an industry veteran. A photography competition is a part of the campaign. Photos and videos submitted by participants will be chosen for promotional material.
“We are targeting the involvement of all local social media users to boost the campaign because this is based on digital marketing,” said Brian Wimalasinghe, marketing manager at NKAR Travels and Tours.
The promotional material will be uploaded on a website as white label content – content produced by a company which other companies use as their own. This initiative is funded by NKAR Travels and Tours and will run for four months. With its own social media pages on Facebook, Instagram, YouTube and the website, it hopes to reach millions.
Meanwhile, three roadshows will be held from September 26 to 30 in Hyderabad, Mumbai and New Delhi. More than 50 local travel agents will join.
India is an important market. It is the origin of nearly 85,000 arrivals. Business to business (B2B) sessions will be included to promote cooperation and networking among tourism stakeholders. 
The World Travel Market (WTM) scheduled from November 7 to 9 in London will be a good opportunity for a Sri Lanka promotion.
At Habarana an event will promote it as an attraction for World Tourism Day on September 27.
“Habarana has about 2,500 rooms. We are hoping to fill them and boost tourism in areas surrounding it, like Sigiriya and Minneriya, which are tourist hotspots, too,” said Mr Priantha Fernando, chairman of SLTDA. Many other events will be held in Kandy, Colombo, Arugam Bay and Weligama.
Sri Lanka Tourism is also targeting travellers from Germany and UK, mostly retirees who will spend three to four months in Sri Lanka with their spouse and children.
Mr Fernando said that due to the gas and fuel shortages and the approaching winter, travelling to Sri Lanka will be more beneficial. He had met with German representatives engaged in a fact-finding mission on September 21. They had expressed confidence in more visitors.
The industry welcomes and greatly appreciates the Save the Sri Lankan Smile campaign, said Hotels Association of Sri Lanka (THASL) president M Shanthikumar.
He noted that arrivals have slightly increased and that there is hope for the industry, but there are challenges such as higher tariffs for electricity and water.
Also, businesses have been asked to service their loans from January 2023 onwards.
“Negative publicity within the past few months have really impacted the industry,” said Sri Lanka Institute of National Tourist Guide Lecturers (SLINTGL) general secretary Nuwan Mahawattage.
He said the results of campaigns will only be evident from 2023 onwards.
The reason is that winter season tours are sold three to four months in advance and due to the political and economic instability in Sri Lanka during May and June, along with the travel advisories DMCs did not recommend Sri Lanka. As a result, competitors like Malaysia, Maldives had a greater advantage.
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