A new long-term marketing plan to boost Sri Lanka Tourism has been finalised for the consideration of the industry and the Government within the next few weeks.
Sri Lanka Tou-rism Chairperson Kimarli Fernando said that the new strategy has been finalised and will be tabled at the first meeting of the new Board of Directors of Sri Lanka Tourism Promotion Bureau (SLTPB) tomorrow, and if approved, to the Cabinet subsequently.
She said that as an initial phase, marketing will be focused on eight Tier 1 destinations, which includes UK, Germany, France, China, India, and the United Arab Emirates, followed by a further set of destinations categorised under Tier 2.
The appointment of a local PR agency is one of the initial steps, followed by calling for expression of interests to carry out destination marketing globally.
“Over the years, we haven’t had a structured and organised long-term global marketing strategy that is long-term. This time around, we will endeavour for such a course, and we are confident of realising this goal, despite challenges revolving around Government procurement procedure and differences of opinion among stakeholders,” Fernando said.
She also said that with tourism identified as a thrust sector by President Gotabaya Rajapaksa’s Government, the objective is to work closely with the private sector as well as different Ministries and Government agencies to achieve the common goal of boosting earnings from tourism to $ 10 billion by 2025.
“Tourism is gearing for exciting times. I know there is a lot to do but we are looking forward to realise our goals together as an industry despite challenges,” said Fernando, who heads all four key state agencies engaged in tourism development in the country. This is a welcome change after several years, whilst tourism and aviation too are now under a single Ministry.
(FT)