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Sri Lanka Tourism unveils strategic marketing plan for 2016

31 December 2015 02:57 am - 0     - {{hitsCtrl.values.hits}}

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Amid criticism over the absence of a proper marketing and promotional plan, and the lack of funds with the transfer of moneys collected from tourism stakeholders for promotional work by way of taxes to a consolidated fund operating under the Treasury, Sri Lanka Tourism yesterday came out with a strategic marketing plan for the year 2016. 

A detailed press statement issued by Sri Lanka Tourism stated that the said strategic marketing plan was designed with the participation of “the private and public sector stakeholders addressing long standing needs of the industry and the future expectations of the country as a tourism destination”

During the year 2015 up to November, Sri Lanka Tourism recorded 18 percent growth on arrivals with 1.5 million arrivals. The total tourism revenue generated was US$ 2.2 billion. 

“In this backdrop, the tourism promotional plan of year 2016 is formulated based on five key strategic objectives. 

Attracting a target number of 2.2 million visitors with 26 percent annual growth, increasing average daily expenditure of a tourist up to US$ 200 and average stay, contributing to generate a total tourism revenue up to US$ 2.75 billion will be the key performance measures. 

Uplifting Sri Lanka’s brand value up to US$ 80 million through tactical marketing campaigns focusing on main product offerings of the county will serve as the overall goal of the promotional strategy devised for 2016,” the statement said. 

Sri Lanka Tourism also wishes to appoint PR agencies for major source markets in order to achieve country promotional objectives and aggressively promote the country enhancing tourism brand in the world.

“The advertising campaign will be implemented in line with the Nation Branding Campaign initiated by the government of Sri Lanka thus by choosing leading service providers following the government procurement guidelines.”

Sri Lanka Tourism has also opted to implement a fully-fledged online and digital marketing campaign for year 2016. The campaign will create language specific web sites for all main markets and will promote the destination on focused online and social media platforms identified in each country.  

Further, special prominence has been given to attract travel bloggers with high reputation who will act as brand ambassadors generating credibility providing first-hand publicity for Sri Lanka based on experience gathered by visiting the country. 

Most of the traditional marketing tools have been outdated with the introduction of web based booking engines, tour planning, e-marketing and other real time services available to frequent travelers online. 

Sri Lanka Tourism said the trade familiarization tours and media familiarization tours will continue to be a major component of year 2016 marketing plan. The traditional promotional activities such as participating for travel fairs, conducting roadshows and outdoor promotions will also be carried out in each country. 
“However this will be focused and implemented based on proper analysis. For year 2016 SLTPB will participate at 46 travel fairs and road shows in 20 key countries in order to develop the product brand and generate sales by B2B agent interactions.”

As there is an uncertainty of SriLankan Airlines continuing to operate in Europe and several other destinations of choice, Sri Lanka Tourism hopes to enter into strategic partnerships with new and existing airlines connecting the regions capitalizing on the “open skies” policy of the government.

“It is planned to develop strategic partnerships with all existing key airlines and work with new airlines like Austrian Air and Malindo Air and Air China who will have new operations to Sri Lanka. The tourism strategy has allocated budgets for working with airlines and strategic partnerships along with attracting charter flights.”

Positioning Sri Lanka as a venue for international and domestic events will be a key component of the 2016 marketing strategy. 

Steps will also be taken to improve the quality of tourism products by investing on the infrastructure developments. 

“Tourism information centers will be strengthened for better serving the travellers. Local media campaigns, new product developments, niche segments development, working with Provincial Councils for domestic tourism development are part of the strategy formulated for year 2016.”

During the year 2016 Sri Lanka will host the largest ever French travel agent’s congress SNAV, by attracting 600 travel agents from France to the country.  The congress will provide huge exposure for the destination in Europe, especially in French speaking countries. 

Sri Lanka Tourism hopes to promote the country as a destination for MICE travel and leisure travelers by proving its capacity to host events of this caliber. Sri Lanka has also won the host country status for PATA 2017 which provide similar exposure to the destination.
 
Sri Lanka Tourism said the new tourism strategic marketing plan of 2016 would focus on the long term result oriented approach to develop tourism industry in Sri Lanka than serving short term goals.

“Supported by the strong presence of the newly appointed Tourism Advisory Committee,  Prime Minister, Board of Directors, Chairman, Tourism Minister and Deputy Minister and the Ministry Secretary, it is aimed at laying the foundation for a far sighted tourism development strategy based on the industry inputs garnered from decades of experience, analyzing research findings and country’s competitive position while being attuned to constant challenges faced by socio-political and cultural environment in the world tourism landscape.”
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See Kapruka's top selling online shopping categories such as Toys, Grocery, Flowers, Birthday Cakes, Fruits, Chocolates, Clothing and Electronics. Also see Kapruka's unique online services such as Money Remittence,News, Courier/Delivery, Food Delivery and over 700 top brands. Also get products from Amazon & Ebay via Kapruka Gloabal Shop into Sri Lanka.

 


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See Kapruka's top selling online shopping categories such as Toys, Grocery, Flowers, Birthday Cakes, Fruits, Chocolates, Clothing and Electronics. Also see Kapruka's unique online services such as Money Remittence,News, Courier/Delivery, Food Delivery and over 700 top brands. Also get products from Amazon & Ebay via Kapruka Gloabal Shop into Sri Lanka.

 


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