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A strong contingent of tourism industry members including SriLankan Airlines together with Sri Lanka Tourist Board promoted Sri Lanka with the theme "British Heritage - Cricket" at the World Travel Market (WTM) 2001 at Earls Court London from November 12 to 15.

WTM is considered the global event for the travel industry promoting domestic, inter-regional and international travel throughout the world. It is held annually in London as one of the main global series of travel market events.

Fifty-three companies participated including three regional hoteliers' associations. Special encouragement was given to the regional hoteliers to represent the Beruwala, Ruhuna and Hikkaduwa regions. Sri Lanka Tourism made a stronger representation than ever before with a delegation of 120 representatives which was the highest represented to date at WTM.

Sri Lanka Tourism featured a cricket Pavilion with a floor area of over 275 sq. mts. with an upper deck serving as the balcony lounge. Each day of the trade fair Sri Lankan representatives featured an unique attire drawing much attention to Sri Lanka brand. Sri Lanka 'A Land like no other' T-shirts, Cricket T-shirts and national costumes were featured adding much colour and vibrancy. Tea was served by courtesy Dilmah Tea to all visitors.

The Sri Lanka Tourism Awards Night held at Churchill Intercontinental, London on the second day of the trade fair, presented a spectacular celebration of awarding top performing tour operators and airlines in UK. The event was held for the forth-consecutive year and attracted key industry personalities of the travel and tourism industry. Mangala Moonesinghe, The High Commissioner for Sri Lanka in UK presented awards to top performing UK Tour Operators. Twenty-three awards were presented. The evening's program commenced with an audio/video presentation "Sri Lanka beyond Beaches: Nature, Culture, Adventure" followed by a traditional Sri Lankan dinner. Key personalities of the British tourism industry representing the Association of British Travel Agents and Pacific Asia Travel Association UK Chapter were present together with UK Tour Operators.

A new consumer brochure by Sri Lanka Tourist Board UK branch was launched especially for the UK market. The Sri Lanka Travel Manual a new reference tool to provide information to front line marketing and sales staff of tour operators and travel agents was launched at the WTM this year. This initiative supports SLTB's efforts to strengthen the education and awareness level of Sri Lanka as an attractive holiday destination. The Hoteliers Association of Sri Lanka introduced a comprehensive and colourful hotel directory featuring Sri Lanka's best products on offer.

Daily advertising for the first time was carried out to make a strong presence felt in the official WTM daily the Travel Weekly on all four days of the fair. Breakaways Sri Lanka destination supplement on TravelWeekly East was published and over 500 copies were made available to interested visitors and key contacts. This destinational promotional feature highlights nature, culture, adventure attractions of the country.

To draw more visitors to Sri Lankan pavilion a competition,"Win a holiday like no other" carried out and this drew as much as 750 entries to the Sri Lanka booth. Four offers of a dream trip to Sri Lanka flying SriLankan Airlines from any of this direct ports worldwide with all ground arrangements for five nights and six days holiday including hotels provided by a local company were awarded to four lucky winners from Switzerland, UK and Spain.

Entertainment provided by the Channa-Upuli dance troupe and local musician Jagath Wickremasinghe enthralled the audience at the WTM stand and at the Sri Lanka Tourism Awards Night Dinner. Special cultural performances were held at the WTM Centre stage.

The Minister of Tourism and Civil Aviation provided additonal support to the industry members participating in the WTM and offered to grant assistance to cover participation costs. Rs. 10 million was made available for the purpose.

The WTM delegation was led by the Chairman Sri Lanka Tourist Board Renton De Alwis and included Ananda Liyanage, Board Member of the SLTB and Ms Charmarie Maelge Director Marketing of the SLTB. (Source: Tourist Board)

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