The leadership of the Sri Lanka Tourism Promotions Bureau (SLTPB) has relooked its overall portfolio of markets and has strategically selected one of the key focus areas globally - Scandinavian countries - to market Sri Lanka as a destination for travel in the future.
A high-powered Sri Lankan delegation took part at last week’s key travel and tourism exhibition at Gothenburg in Sweden-TUR to carefully identify the next steps in the roll out of Sri Lanka tourism as a preferred destination, said SLTPB Chairman Rohantha Athukorala.
“As we speak, there is a TV crew from TF-4 in the country to film a typical Sri Lankan culinary expedition branded ‘Exotic Kitchen’ that will reach nine million viewers during prime time in Sweden, which means 100 percent penetration in Sweden for brand Sri Lanka as a destination. Once the awareness is built, a sharp below the line campaign will be developed together with the private sector operators so that awareness to conversion can be made to happen,” Athukorala said.
Given that Sri Lanka has extended the hands politically to the west and the diaspora, we have seen a sudden influx of top-end tourists from Scandinavia and now the focus must be how to develop this focus market on the promise eight wonderful experiences in eight wonderful days in Sri Lanka.
TUR tourism exhibition and travel fair is not just an event where the industry gets together in Sweden but its careful architecture, where the key people in the region get invited for the event whilst, prior registration is a must for entry, said the official website TUR.
It is also a place where top buyers and suppliers meet for lead generations and future business deals coming to a close, said Athukorala, adding that the current 11.6 percent growth in travellers must be increased. “The typical per capita income of a Scandinavian is between US $ 25,000 – US $ 35,000, hence we are looking at a changing clientele than just fixing our self on the number game,” he said.