Sri Lanka Tourism Chief urges for global market research in tourism

Published on : Friday, October 21, 2016

sri-lanka-tourismSri Lanka Tourism Chief urged for global market research into changing tourist behaviour admitting the lack of market research data.


The admission comes just before the agencies under Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotions Bureau Chairman Paddy Withana’s purview are planning to publish advertisements for expressions of interest for a Rs. 800 million marketing campaign in the coming month, and to launch the campaigns by early next year.


“We do research, the department does internal tourism research but not in foreign countries, but I accept that we must do a global research and do a dedicated report on that. I do agree on that,” Withana said.


Citing the importance of departure surveys and analysis of internal data he said, though this data can help to improve tourism development in Sri Lanka, and help plan marketing to a certain extent, it does not show a full picture of source markets.


“In the long run we should do a global research, to see how markets behave and what we should do in our marketing plans,” Withana further added.


Attending trade shows is being used as the main promotional tool by the Sri Lanka tourism agencies. And by judging by the internal research of the government, attending trade shows has translated to higher arrivals.


Tourist behaviour in the past 16 years has witnessed rapid changes with even more fragmentations of visitor needs, leading to niche tourism industries which further emphasizes the need for global market research in tourism.


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