The government is expected to kick-start customized promotional campaigns in its key markets on a budget worth Rs.600-700 million.
Based on the theme "Wonder of Asia", Sri Lanka Tourism would promote the destination with each and every campaign designed to suit the specific markets, Sri Lanka Tourism Promotion Bureau Managing Director Rumy Jauffer told the Business Times.
The marketing campaigns would incur a cost of Rs.600-750 million depending on the tourism development levy, he said. He noted that as the destination marketing agency Triad has been selected along with Sri Lankan missions based in various countries or through the tourism officer stationed at the overseas missions to develop the tourism product. While some of the key markets selected are Russia, China, and Japan the government is also looking into potential markets as well, he said. Mr. Jauffer said that this would be spent on the various travel fairs and campaigns, media familiarization tours and tour operators' familiarization tours. Sri Lanka Tourism would also be targeting web-based promotional campaigns this year having already commenced a few in 2011, he said. Meanwhile, the much-awaited joint tourism promotional campaign is currently in the process of being finalised, Mr. Jauffer said.
He noted that the stakeholders appointed to be part of the committee established to define the tourism promotional campaign comprise SriLankan Airlines, Sri Lanka Tourism, Sri Lanka Tea Board, the Gem and Jewellery Authority and the Export Development Board among others. He said that there is a very big scope for this project that is expected to kick off this year, however, no exact date has been specified. |
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