sl Tourism to streamline promotion activities

Sri Lanka Tourism has kick started their promotional campaign for 2019 and around 15% of the budget has already been exhausted so far, said Director, Marketing at Sri Lanka Tourism Promotion Bureau, Madubhani Perera. The total budget for 2019 is around Rs. 6 billion.

She said that most of the promotion budget was invested to participate in international fairs in 2019. Perera said that last year the sum allocated for tourism Promotion was around Rs. 5 billion but only around 75% of it was used.

Meanwhile Minister of Tourism Development, Wildlife and Christian Affairs, John Amaratunga said that a proposal has been made to the cabinet to offer Visa on Arrival to tourists from Thailand.

“I am returning from an event in Thailand and their tourists are keen to visit Sri Lanka. Thai nationals are offered free visa on arrival to travel within the ASIAN region. I proposed to the cabinet to offer similar facility for them when visiting Sri Lanka.”

The Minister said that though they were targeting 3 million arrivals for 2019, if there were no political issues in Sri Lanka, this target can reach up to 3.1 million. He said that already there is a 2.2% arrival growth in January as against the previous year. 

Speaking at an event jointly organized by Sri Lanka Association of Inbound Tour Operators and Tourist Hotels Association of Sri Lanka (THASL) the Minister said that this year Sri Lanka will play host to many MICE events and the biggest would be the United Nations event in March where over 3,000 delegates would participate.

He however said that successive governments have not taken serious measures to increase capacity at the Colombo airport and this has put a check on many new budget airlines that want to fly to Sri Lanka.

“There is a huge congestion at the immigration counters and steps should be taken to offer one separate lane for Sri Lankans which would speed up matters at Customs,” he said.

The Minister also said that two former Vice Presidents of Sri Lankan Tourism Promotions Bauru, Nilmin Nanayakkara and Mervyn Fernandopulle were exonerated of all charges and this proves that the judiciary is impartial.

“Both of them did not make any decisions or even take any favors while serving in the SLTBP. They merely placed their signatures on Board decisions.”

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Harnessing the real potential of tourism industry

After much drama, a new head has been installed at the country’s tourism establishment. Corporate leader Kishu Gomes on Monday assumed duties as Chairman of both the Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotions Bureau (SLTPB). 

During a press conference last Friday, Gomes promised bringing in at least three million tourists to Sri Lanka this year. The country achieved 2.3 million tourists in 2018, about 200,000 short of the target, which was originally set. 

Although Sri Lanka has achieved considerable growth in the tourism industry, in terms of tourist arrivals and earnings in the post-war period, it has been far from the country’s true potential, which was recently named the best destination to travel in 2019 by the world-renowned travel guidebook brand Lonely Planet.

Gomes is a proven business leader in Sri Lanka’s thriving private sector and has over three decades of experience at top management positions. He is probably one of the youngest Sri Lankans to ever head the local operations of a multinational company. The added advantage is that he has a strong marketing background. 

Last week, he proudly told the media that his DNA is marketing and brand communication. The experience and strategies of Gomes as a marketer could become invaluable for the long-delayed global marketing campaign of Sri Lanka tourism. The Tourism Development, Wildlife and Christian Religious Affairs Ministry last week said they would soon present a detailed plan of the said campaign to the Cabinet, after incorporating the views of Gomes.

The soft launch of the campaign is scheduled to take place at the world’s largest tourism trade fair, ITB Berlin, this March. The three-year campaign, which received the SLTPB board approval recently, will focus on promoting Sri Lanka tourism in eight key source markets, with an estimated budget of Rs.3.0 billion.

Sri Lanka has been feeling the need for a proper destination marketing campaign for a while. But the initiatives taken towards it at various times under several tourism ministers were impeded by the country’s toxic politics and procurement scandals.

This probably is the best juncture in Sri Lanka Tourism’s history to launch a massive promotional campaign as the country’s governance structure remains relatively strong and the civil society’s ability to influence the politics is high. 

However, it is vital to come to a consensus on how to position Sri Lanka as a tourism destination before embarking on a major marketing push. Prime Minister Ranil Wickremesinghe on several occasions had said given Sri Lanka’s limited carrying capacity, the country should look at attracting high-end tourists, who spend a considerable amount of money during their stays. 

However, given the rising number of informal accommodation providers, it is clear that Sri Lanka is becoming more of a backpackers’ paradise than a sojourn for high-spending tourists. It is believed that Sri Lanka’s vibrant informal tourism sector played a major role in the country being selected as the best place to travel in 2019 by Lonely Planet. 

Hence, the tourism authorities and the industry should reach a consensus as soon as possible on where to position Sri Lanka as a tourism destination, to give a clear message out to the prospective tourists. Every country that recognizes tourism as a major contributor to its economy must have a tourism identity and Sri Lanka shouldn’t be an exception, despite its diverse tourism product offering. 

It is essential that Sri Lanka creates itself a fine balance between high-spending tourists and backpackers and all the country’s promotional and marketing campaigns should revolve around this notion.

Meanwhile, a proposal has been pushed forward by a group of hospitality sector stakeholders urging the authorities to consider giving the country’s tourism industry the export industry status. Even at the height of the separatist war, the tourism industry was able to attract tourists to the country and earn the much-needed foreign exchange to the economy. 

When the tsunami wrecked havoc in the southern and eastern coasts of Sri Lanka, the industry was able to rise from wreckage within a very short time, showing its resilience. Hence, the government should seriously look at including tourism into its export strategy and provide the necessary concession, similar to the other export industries.

Also, the suggestion to establish tourism trade zones, similar to that of export processing zones, could also be a very innovative approach to develop some of the underdeveloped tourism hot spots in the eastern and northern parts of the island.

All in all, what is needed as far as the country’s tourism sector is concerned, is a new approach—be it promoting the country through a global marketing campaign or providing the industry with the much-needed impetus by recognizing their efforts throughout the years. 

One thing we should always keep in mind as Sri Lankans is that worker remittances still remain the highest foreign exchange earner, despite the country having such potential for tourism. Isn’t this anything short of a national embarrassment? 

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Hotel show Colombo 2018: Celebrating its 20th edition

The 20th edition of the Hotel Show Colombo 2018 – organized by the Ceylon Hotel School Graduates Association (CHSGA) together with event partner CDC Events, returns from 20th – 22nd July 2018 to the BMICH. It will be supported by both the Government and private sector related establishments. 

For the first time in Sri Lanka, Hotel Show introduces a new easy do-it-yourself Admission Badge. It will give you quick and easy access to hundreds of innovative exhibition stalls as well as exciting live competitions. With just one month to go, avail yourself of this great opportunity. 

The mega event attracts products and services representing thousands of brands from all over the globe while many visitors and buyers from Sri Lanka, Maldives, Seychelles, India and other South Asian countries will be present. It also provides hotels the opportunity to showcase the talents of their staff in various competitions under the purview of international judges. 

The forthcoming gala event promises to be an unforgettable occasion for the hospitality industry.

Plans are in place to make this 20th edition show truly exceptional, with leading industry personalities and talented chefs set to take to the live stage once again. It’s guaranteed to be packed full of inspiration and new ideas. All this exciting action in the competition theatre is not to be missed; where passionate professionals will be putting their skills to the test across the three days. It includes exciting events such as the National Barista Championship, National Tabletop Cooking, National Room Stylist Competition, Culinary Master Class, Ceylon Tea Masters Cup and Colombo Food Fest which will be held concurrently. 

This year at the Colombo Food Fest, more leading hotels will be showcasing their culinary expertise, catering to the taste buds of all food lovers. 

Mr. Trevine Gomez, Chairman of the Organizing Committee said, “The Hotel Show Colombo has really stepped up another gear this year and we’re looking forward to once again cater to the industry’s needs and highlight its talent. Visitors will have plenty to feast their eyes on with a whole host of new exhibitors and action-packed competitions. Each year we aim to bring to bear the latest trends in the industry to ensure decision makers of all businesses involved in food and drink are well equipped to attract customers. This year’s show will be no exception, making it a must-attend event.”

Samantha Gunarathne, Chairman CHSGA stated, “Over the past years The Hotel Show Colombo has established itself as a major force in the hospitality industry, it’s the ultimate diary date for anyone in the sector. The inclusion of the hotel industry exhibition broadens the event’s appeal and means there really is something for everyone. This is the place to find inspiration, learn about the latest trends, source products and suppliers or simply network with friends and colleagues.” 

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