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| Monday, 1 September 2003 |
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by Tharika Goonathilake Inspired by the success of international tourism advertisement campaigns including `Incredible India,' `Surprising Singapore,' `Amazing Thailand,' Sri Lanka Tourism is exploring the possibilities of retaining the expertise of an international public relations and advertising agency, to give the country a global brand identity. The Ministry of Tourism, the Sri Lanka Tourist Board (SLTB) and the industry is currently negotiating the initiative, with a leading Singaporean agency known for their highly acclaimed global advertising campaigns, sources told the `Daily News' yesterday. The idea, is `to promote the new face of the destination' while re-positioning Sri Lanka's image- more known for its sun, sand and sea lure, with a more strategic marketing and public relations exercise spanning two to three years, the official said. This will include a series of public relations activities at global level, repositing Sri Lanka's tourism product to cater to new tourist markets and strategic-consumer specific drives in traditional segments, with a thrust on the appeal of Sri Lanka as a destination to travel to for multiple reasons. Tapping more upmarket tourists, exploring niche segments such as adventure, sports, ecotourism are also on the cards. "Continuous peace and increased tourist arrivals have generated the necessary investor confidence in the country. There is a significant revival in the tourism sector after many years. This PR exercise aims at focusing on the "new face of Sri Lanka," sources said. Tourist Board Chairman Paddy Withana contacted by the Daily News said Sri Lanka's tourism industry has seen a dramatic turnaround, largely due to peace and the improved ground situation and "every effort must be made to reap the benefits". The incident-free environment thanks to a ceasefire effective since 2002, has boosted prospects for Sri Lanka as a travel destination, Withana said adding that a PR exercise of the nature will bolster efforts to gain the global recognition and to access and penetrate new markets. "At a time when other competing destinations are going all out to promote themselves, Sri Lanka too must make every effort to stand out from the crowd," he said. Sri Lanka's share of the global tourism market at present is not even a point one per cent although the destination has been ranked as a top spot for travel. It has been predicted that the country has the potential to become the`next Bali' by internationally acclaimed magazines including Newsweek and global leisure magnates such as Adrian Zecha of Aman Resorts. "Earnings from tourism last year increased from US $ 211 million in 2001 to 254 million in 2003, but the numbers could and should be very much higher given Sri Lanka's diverse tourism product, be it for leisure or business travellers," he said. Sri Lanka Association of Inbound Tour Operators (SLAITO) President and Managing Director Aitken Spence Travels, Gehan Perera said that the industry welcomed the PR initiative, given the benefits to the destination. However, he called on the Government to help the trade to develop, tourism related `supporting services' such as transport and infrastructure development, without which the country's tourism development would be incomplete. Tourist Hoteliers Association of Sri Lanka (THASL) President Malin Hapugoda said a comprehensive marketing plan cum PR initiative will help to jump-start the industry and greatly benefit the destination's promotional efforts. |
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