FIFA Zone Negombo was successful in creating positive image about Sri Lanka: SLTPB

Fully-packed FIFA Zone Negombo during World Cup finals

• Says campaign helped create a positive hype about Sri Lanka
• But acknowledges FIFA promotional package didn’t deliver as expected 

Sri Lanka’s FIFA Fan Zone in Negombo was successful in creating a positive hype, which has helped to share with the world the message that the island nation is safe and open for international tourists, said the Sri Lanka Tourism Promotions Bureau (SLTPB). 

The SLTPB said the zone, which opened on December 1, aimed at creating positive sentiments about destination Sri Lanka and by the end of the FIFA World Cup, the objective was achieved. 

“I would say it was a success. We had both locals and foreigners come to the zone to witness the matches on the big screen along with other entertainment options. By the end of the World Cup finals, we were able to highlight the positive vibe of Sri Lanka,” SLTPB Chairman Chalaka Gajabahu told Mirror Business yesterday. 

He acknowledged that in the initial stages of the opening of the FIFA Zone in Negombo, several issues emerged, largely due to the heavy rains. The zone did take a hit as it was an open-door event.  However, leading up to the finals, the zone was fully packed, though mostly with locals, he shared.  The initial objective of the FIFA Zone in Negombo was to lure in fans from Qatar and all GCC countries, South America, Europe, India and Russia to visit Sri Lanka between the matches. The zone for the World Cup spectators was endorsed by the FIFA management.  Although special promotional packages were rolled out by the tourism sector stakeholders in partnership with Sri Lanka Tourism and leading international airlines, the offer did not capture the interest of the football fans who arrived in Doha, Qatar, for the matches. 

“Unfortunately, we did not get many bookings from the promotional packages that were rolled out. We were unable to promote the package in Qatar, mainly due to the time constraints,” shared Gajabahu.  The promotional packages started from US $ 650 per person, which included three nights and four days of accommodation with breakfast, return airfare and airport transfer. The packages were also made available at four and five-star hotels at higher rates. 

Coming in as airline partners for the FIFA promotion in Sri Lanka was national carrier SriLankan Airlines, Fly Dubai, Air India and Qatar Airways.