THE SRI Lankan government last week approved an ambitious tourism revamp including a new strategy, logo and tagline.
The new strategy revolves around a seven-point master plan that includes increasing overseas arrivals, attracting foreign investment for new hotels and resorts, and focusing on untapped markets like the Middle East, China and Russia.
Sri Lanka Tourism (SLT) chairman, Nalaka Godahewa, said the plan aims to more than triple current annual arrivals of over 700,000 by 2016 (TTG Asia e-Daily, May 31).
The new tourism logo and tagline, Refreshingly Sri Lanka: Wonder of Asia, will henceforth be used in all promotional material, replacing Sri Lanka Small Miracle, which was launched in June 2009 but discontinued a short while after.
Jetwing Hotels chairman, Hiran Cooray, said the new logo and tagline were uncomplicated and could be adapted to signify other Sri Lankan industries like garment, tea, rubber, gems and spice production. “The logo and tagline could be perceived for all stakeholders,” he said.
Meanwhile, Godahewa said SLT was in discussions with SriLankan Airlines, as well as the country’s Tea Board and Export Development Board, to jointly launch a promotional campaign combining all or part of their budgets, and using Sri Lankan foreign missions abroad.
