Sri Lanka Tourism formulates broad strategic marketing plan for 2016

Published on : Tuesday, January 26, 2016

destinations in Sri LankaSri Lanka Tourism has formulated a broad strategic marketing plan for year 2016, with the participation of private and public sector stakeholders addressing long standing needs of the industry and the future expectations of the country as a tourism destination. The new strategy was refined for its contents to maximise the benefits to the tourism industry and to position Sri Lanka as the most sought after travel destination in Asia.

Sri Lanka Tourism recorded 18.1% growth on arrivals with 1.5 million arrivals during year 2015 up to November. The total tourism revenue generated was US$ 2.2 billion.

At this backdrop, the tourism promotional plan of year 2016 is formulated based on five key strategic objectives.

Attracting a target number of 2.2 million visitors with 26% annual growth, increasing average daily expenditure of a tourist up to US$ 200 and average stay, contributing to generate a total tourism revenue up to US$ 2.75 billion will be the key performance measures.

The overall goal of the promotional strategy devised for 2016 will be uplifting Sri Lanka’s brand value up to US$ 80 million through tactical marketing campaigns focusing on main product offerings of the county.

The core destination promotional tools will be enhanced such as advertising and PR to implement a global advertising campaign and global PR initiative to stay ahead of the major competitors.

The trade familiarization tours and media familiarization tours will continue to be a major component of year 2016 marketing plan. Overall 300 travel agents and 200 travel media will be facilitated from the countries around the world under the familiarization tours hosted by Sri Lanka Tourism. Familiarization tours will attract prominent print and electronic media to Sri Lanka to produce and generate articles on the destination and its tourism products.


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