INDIA is likely Sri Lanka’s largest tourism source market this year but the country is investing a substantial part of its budget in the markets of China, UK, Germany and France.
The Sri Lanka Tourism Promotion Bureau (SLTPB) announced last week that it had secured a Rs3.4 billion (US$26 million) promotions budget for 2015.
The budget will cover roadshows, trade fairs, advertising, as well as the 280 travel consultants and 280 journalists to be invited on fam tours this year. China will receive the lion’s share of promotions money at Rs176 million.
The campaign, running from January to December, is targeting 2.5 million arrivals in 2016 and positions Sri Lanka as a ‘peaceful destination’ as well as increase awareness of the country among travellers, according to SLTPB Chairman Rohantha Athukorala.
This year, the NTO wants two million arrivals, up from last year’s 1.5 million actual visitors.
Amal Goonetileka, regional director-sales for Taj Samudra Hotels, Sri Lanka and the Maldives, said 2015’s marketing plan was done in consultation with the Tourist Hotels Association of Sri Lanka, whose representatives sit on the SLPTB board.
“This plan will be reviewed from time to time and new initiatives…will be added where necessary going forward.”
Mahen Kariyawasam, president of the Sri Lanka Inbound Tour Operators Association, said the new budget was welcome news “given the limited resources available at the SLTPB”, adding that his association was also consulted.
