The government will kick off a long-awaited tourism promotional campaign in October in key markets in a bid to create more awareness of the island on the theme "Wonder of Asia".
The marketing campaign that is being worked out is being established through the assistance of a joint committee comprising three members each from the Sri Lanka Association of Inbound Tour Operators (SLAITO) the Travel Agents Association of Sri Lanka (TAASL) and SriLankan Airlines. Sri Lanka Tourism is also represented.
The campaign is scheduled to be held in all the main markets of Germany, UK, France, India, Russia, China among others.
With the winter season commencing November, the industry intends on carrying out a crash programme due to intense competition that Sri Lanka faces from other nations.
The campaign will be based on promoting the beaches, sports and adventure, heritage, mind and body wellness, scenic beauty, wildlife and nature, people and culture, and the year round festivals.
In this respect, the marketing campaign will encompass all of the country's pristine, thrills, heritage, bliss, scenic, wild, essence, festivals into a compactness, authenticity and diversity.