Rs.5 bn tourism promotion campaign to cabinet next week
The Tourism Ministry is set to submit next week the Cabinet paper for approval of the tourism promotion campaign to be carried out at a cost of Rs. 5 billion.
Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam told the Sunday Times Business that the initial approval from Cabinet for the promotional campaign will be for Rs.5 billion which will cover 12 foreign markets.
The paper that has been discussed with the relevant stakeholders is to be submitted to Cabinet next week, he said.
He noted that the tenders for the promotion are to be finalised by the end of this first quarter.
The monitoring unit from the World Bank is to be appointed as well for the conduct of this campaign, he explained adding that recruitment of the main experts handling analysis and monitoring matters related to the tender is currently underway.
In the meantime, approval has been obtained internally for the conduct of interim promotions in these same markets on the digital platform and PR campaigns as well.
Mr. Hewawasam said these campaigns will be conducted at a cost of Rs.1.5 billion.
Currently they are in the process of appointing digital and PR media agencies to conduct these campaigns in the respective markets. Selections will be made from within those respective markets themselves.
An ongoing digital campaign on social media is being carried out in the main markets of Europe, China, India, Russia, Australia and New Zealand, he said. The Chairman noted that they will be conducting roadshows in Dhaka, Bangladesh and consumer promotions in West Asia from March onwards.
A few new products like religious and spiritual tourism are to be conducted and in this respect they will be aligning familiarisation tours to attract pilgrims on the Ramayana trail and Shiva temples, Mr. Hewawasam said.
He noted that they were working together with some direct ashrams in India in this regard.
The Buddhist trail tour is to be campaigned in March with Thai tour operators targeting the Thai tourist segments direct to Sri Lanka.
Sri Lanka currently has some travellers arriving on a pilgrim travel on this Buddhist trail as well as the Ramayana trail. The aim of the SLTDA is to increase these numbers by carrying out these respective campaigns.
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