- The marketing campaign targets more than 16 key countries
- Welcomes the steps taken to appoint public relations officers in emerging markets
- Commends the transparency and adaptation of best practices in selecting global partners for the campaign
The Sri Lanka Hotel Association (THASL) yesterday lauded the government for taking steps to launch the highly anticipated destination marketing campaign targeting more than 16 key countries.
The proposed campaign will focus on eight key generating markets, including the UK, Germany, France, Russia, India, China, the Middle East and Australia, where companies representing specific destinations will be named.
In addition, THASL acknowledged the steps taken to appoint public relations officers in emerging markets such as the United States, Spain, Scandinavia, Italy, Poland, the Netherlands, South Korea and Japan.
THASL also commented on transparency and adapting best practices to select Sri Lanka Tourism’s global partners for the proposed campaign.
Cabinet approval was granted for a five-year campaign estimated at over US $ 190 million.
Commenting on the proposed global campaign, THASL Chairman Sanath Ukwate said: “This is a long-held expectation of the tourism industry, which has invested more than US $ 15 billion in the industry.
The industry expects the government to implement the proposed campaign to attract potential travelers to the country. ”
“We extend our sincere thanks to the Sri Lanka Tourism Promotion Bureau (SLTPB) for carrying out this comprehensive exercise and reaching key milestones, preparing the campaign to be launched in the second quarter.
of 2022. We would like to extend our business and our fullest assistance to make this campaign a success, as it will be a major boost to start the process of recovery of the industry affected by the crisis, due to COVID- 19, ”Ukwate added.
Commenting on the global campaign, Advisory Board Chairman Hiran Cooray said: “Profiling and positioning the destination is one of the main tasks of the national tourism organization. It is indeed commendable the progress made so far in the proposed global campaign, which we have fought for for over 10 years. ”
“We sincerely appreciate the efforts of the Minister of Tourism and tourism officials of Sri Lanka and their efforts to make this dream a reality. We have a long way to go, but the thousand kilometer journey begins with one step, ”he added.
In 2018, the tourism sector generated $ 4.5 billion in revenue and provided direct and indirect jobs to more than three million people.