Sans tagline Sri Lanka Tourism campaign to kick off in January
The tourism industry is bracing ahead to launch its long overdue marketing campaign in the five key markets sans a tagline but simply the Sri Lanka Tourism name.
Currently the Sri Lanka Tourism Development Authority (SLTDA) will be going ahead with the creative agency selected by the previous administration and in this respect one creative agency has been picked and five different digital and PR agencies selected to carry out the campaigns in the respective markets, SLTDA Chairman Buddhika Hewawasam said.
He explained that the use of the current tagline “You’ll Come Back For More!” is more a campaign tagline and not a branding tagline.
Authorities in this respect are likely to launch the campaign in the first half of January 2025 as this campaign is needed to bring in a higher number of tourists to the country, it was stated.
“We need the support of the campaign to bring in the numbers,” Mr. Hewawasam said adding that the campaign should generate travellers from new market segments like those from 25 years and above and tourists over 65 years.
The campaign is expected to be launched in India, China, the UK, Germany and France as was previously planned; however, Mr. Hewawasam pointed out that they want to focus on adding Australia and West Asia.
He noted that they currently have direct airline connectivity to these markets as a result of which they hope to attract increased travellers from these markets and expand on the types of travellers by targeting the different age categories.
The Chairman also pointed out that they will be focusing on the Pekoe Trails to attract increased travellers to the destination and by adding new locations and new attraction and lesser known attractions to lure new and repeat visitors.
The creative agencies have been asked to also focus on the East and the North of the country when promoting the destination and in this respect they also hope to specifically focus on Jaffna as a destination in itself as well.
Meanwhile, the industry is expecting a good winter this year with the lifting of the travel advisory against Arugam Bay by the US and, on the back of the highest participation of travel companies at the World Travel Mart (WTM) in the UK the industry believes there will be a good season.
Sri Lanka Association of Inbound Tour Operator (SLAITO) President Nalin Jayasundere said the season is looking good and there is expectation among the tour operators that demand is likely to grow.
A minimum of 30 per cent growth is expected next year and this figure is likely to increase once the marketing campaign is launched, he said.
Mr. Jayasundere said they have requested the authorities to carry out the marketing campaign during the first quarter of next year to have a successful growth in arrivals.
In addition they have also asked the authorities to ensure that a level playing field is created for the industry so that all stakeholders will be bound by the same rules and regulations. Else this could mean a loss of revenue for the government as well.
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