SPECIAL REPORT Sri Lanka Revival: Katie McGonagle reports from Sri Lanka after a trade event in London revealed
Sri Lanka pledges trade support as part of a $5.2m PR campaign
A
joint marketing fund for tour operators is set to form part of Sri Lanka’s “biggest-ever” publicity
campaign to restore confidence aſter the Easter Sunday bombings. Te Sri Lanka Tourism
Promotion Bureau has revealed plans for a $5.2 million PR and marketing campaign across 10 countries including the UK, Germany, France, India and Australia. Of that sum, $853,000 will be devoted to joint marketing with tour operators, with the UK – Sri Lanka’s second-biggest source market and biggest in terms of revenue – receiving a “major share”. In the wake of the April 21 terrorist
atacks, tourist arrivals to Sri Lanka fell sharply – by 71% year on year in May and 57% in June. UK visitors dropped to 2,950 in May (down 68%) and 4,360 in June (down 64%). About 140 representatives of
We have announced a joint marketing offer to rebuild Sri Lankan tourism. This is to support the trade
tour operators, airlines, hoteliers and DMCs atended a Sri Lanka Revival event in London last week, organised by Te Specialist Travel Association (Aito) along with operators Travel Gallery and Te Experience Travel Group, and boutique hotel group Resplendent Ceylon, following the Foreign Office’s decision to liſt its advice against all but essential travel to the country in early June. Tourism board managing director
Charmarie Maelge said: “We will have our biggest-ever marketing campaign in the history of [Sri
Lankan] tourism. We have also announced tour operator assistance with a joint marketing offer to rebuild and recover Sri Lankan tourism. “Tis is to support the trade. We
will put in 50% of funds. We have eligibility criteria: anyone who has delivered 250 passengers from the UK last year [can apply].” Te deadline for operators to
apply – via their Sri Lankan DMC – is August 15. Maelge also confirmed plans
to appoint the first UK-based destination marketing company within the next two months. Malik Fernando, managing
director at Resplendent Ceylon and founder of private-sector group the Sri Lankan Tourism Alliance, said: “It’s about driving consumer interest. It’s to reassure people that Sri Lanka is back to normal and drive demand to operators and agents.”
HOW IS THE MARKET PERFORMING?
Hiran Cooray, chairman, Jetwing “Immediately after the travel advisory our international
occupancy dropped to about 5% in the first month. Now it’s growing. In July, our international business will be up to about 25% , and in August up to 40%. We already have 10,000 room nights booked for August.”
Priyanjith Weerasooria, managing director, Uga Escapes “We have seen an upturn – it’s positive.
We’re seeing very little for summer but winter bookings are coming. There are some great deals at the moment – we have discounted around 30% in the short term, but for winter, we want to go back to our original rates.”
Manisha Gunasekera, Sri Lankan high commissioner to the UK “We are doing a big
event at World Travel Market because we want to market Sri Lanka as a very competitive, unique destination. One in 10 people in Sri Lanka depend on tourism, so visitors will also be supporting the people of Sri Lanka.”
WHAT HAPPENED?:
O On April 21, three luxury hotels in Colombo and three churches around Sri Lanka were targeted by suicide bombers linked to militant Islamist group National Thowheeth Jama’ath, killing 253 people including eight Britons.
O On April 25, the Foreign Office issued an advisory against all but essential travel to Sri Lanka. This was lifted on June 6.
Charmarie Maelge, Sri Lanka Tourism Promotion Bureau
Sigiriya rock fortress, Sri Lanka
16
25 JULY 2019
travelweekly.co.uk
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