Tourism industry kicks off promo campaign
In the absence of state intervention, the private sector that forms the largest component of Sri Lanka’s tourism industry is planning to kick off its own promotional campaign next month.
In this respect the Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Tourist Hotels Association of Sri Lanka (THASL) have teamed up to drive forward the industry by carrying out a marketing and promotional campaign pertaining to Sri Lanka.
With the state authorities not ready to roll out a tourism promotion campaign that is now long overdue, the industry has taken it upon themselves to resurrect the industry.
“Due to a delay in rolling out the promotional campaign by the government” the private sector has thought of going ahead with a plan of their own, Hoteliers Association President M. Shanthikumar said.
In a bid to carry out this campaign the industry will pool its own financial resources to meet the budget for the promotional campaign.
At the moment they hope to engage in a digital marketing campaign targeting five markets. These markets are currently being identified.
Both hoteliers and tour operators believe that the industry needs a tourism promotional campaign that has been delayed repeatedly by the government. Since the new administration took office they have been promising to conduct the campaign that was already planned out but finally their words did not hold true.
Frustrated by the developments and repeated requests to authorities to carry out the campaign the private sector has deemed it necessary to go ahead with their own campaign without which it could be detrimental to their own businesses.
This campaign that has been worked out by the private sector is a three month campaign targeting specific markets and all segments of travellers. Expected to be rolled out by around November/December this year the industry believes this will help to increase numbers for the next summer.
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