SL’s 2016 tourism strategy unveiled; 2.2 mln arrivals and $2.7 bln revenue

Sri Lanka Tourism on Wednesday unveiled its 2016 marketing strategy in which PR agencies are to be appointed to handle specific markets, arrivals are seen rising to 2.2 million and 500 agents and travel writers are to be invited on FAM tours.

Revenue is also set to rise to US$2.75 billion, according to the tourism marketing plan for 2016, the Sri Lanka Tourism Promotion Bureau (SLTPB) said in a media announcement. Increasing average daily expenditure of a tourist up to $200 and uplifting Sri Lanka’s brand value up to $80 million through tactical marketing campaigns focusing on main product offerings of the county are among the plans.

PR agencies will be appointed in Europe, East Asia, Benelux and emerging markets “in order to achieve country promotional objectives and aggressively promote the country enhancing tourism brand in the world”. - ENDS -