Hoteliers take lead in positioning Sri Lanka
Sri Lanka’s hoteliers have taken a bold initiative by investing Rs.25 million to attract high spending travellers to the country in the absence of a global promotion campaign by authorities.
The Tourist Hotels Association of Sri Lanka (THASL) will be carrying out a digital marketing campaign in Jordan, Saudi Arabia and Oman in West Asia and in Singapore, Malaysia and Thailand in East Asia.
“We have taken this initiative since the more we delay the more we lose,” THASL President M. Shanthikumar told The Sunday Times Business.
He noted that the launch of the campaign “A Destination” of Truly Sri Lanka that was held on October 24 will kick off within the next two weeks.
The digital marketing campaign was handled by Emarketing eye that was involved in carrying out different campaigns for the two separate markets of West Asia and Asia.
In addition, THASL has partnered with American Express and NTB together with over 100 members of THASL who have contributed to financing the project.
This initiative is expected to be carried out over a three-year period and the markets and campaigns are likely to change over the next few years, Mr. Shanthikumar said.
“As the tourism industry private sector’s apex body we have taken this initiative to ensure arrivals increase and spending power goes up,” he said.
It was pointed out that in a bid to arrest the situation of attracting more high spending travellers they needed to bring in quality tourists, although tourists from all segments are required.
A dedicated website has been set up that will be linked to the AMEX website.
Tourists will start coming in following the campaign after a period of about three months, it was noted. A THASL-appointed sub-committee was involved in getting the promotion campaign carried out.
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