New branding and marketing campaign of Sri Lanka Tourism to be unveiled at the World Travel Mart in London this November
The new branding and marketing campaign of Sri Lanka tourism will be unveiled at the World Travel Mart (WTM) in London in November in a bid to boost more high-end visitors to the country, Sri Lanka’s Tourism Development and Christian Religious Affairs Ministry has stated.
“We are now in the process of selecting a global branding agency for this purpose. Our objective with this initiative is to give Sri Lanka a distinct brand identity which will help us differentiate our island in the global competitive tourism landscape,” Tourism Development and Christian Religious Affairs Minister of Sri Lanka, John Amaratunga has said in a statement.
He has said the strategy for this important task has been unanimously approved by all relevant bodies governing tourism in Sri Lanka.
“It is hoped that the launch of Sri Lanka destination brand in November 2018 will be a critical driver to attract international visitors to the country,” Amaratunga has added.
According to the Minister, the launch event in London will comprise several activities including the engagement of media as well as key leaders from the global travel industry.
The activities in London are to be graced by the Prime Minister along with Minister Amaratunga and other officials.
The Tourism Minister’s statement also noted that Sri Lanka had always focused on its diversity to attract visitors to the country.
“It’s this diversity that we intend to focus upon, strengthened by its authenticity driven by the rich heritage of our history, nature, culture and our people who smile from the heart that makes our island home a paradise for the visitor. We strongly believe that these factors are further supported by the compactness of this singular island, which gives us a competitive advantage. It makes us distinctive and different.”
The strategic positioning of Sri Lanka as a destination was developed by a special committee who volunteered their time and professional acumen, with assistance from the governing bodies for Sri Lanka Tourism (SLTDA) and Tourism Promotion (SLTPB).
Following the launch of the new brand identity of Sri Lanka, a global marketing campaign will be undertaken, for which the RFP process will be executed in the final quarter of 2018.
“It is my intention to launch this campaign in Sri Lanka prior to premiering it to the world at ITB in March 2019. I would very much like to have the participation, engagement and support of the entire nation to make our dream of making Sri Lanka the most desired destination for international visitors,” Minister Amaratunga has said.
OSL take:
The new branding and marketing campaign of Sri Lanka tourism to be unveiled at the World Travel Mart (WTM) in London in November would undoubtedly entice high end foreign visitors to the island nation. Sri Lanka’s tourism sector is already on a steady growth path and the latest campaign to be launched in a few months would provide a further boost to the country’s tourism industry. Therefore, investments in Sri Lanka’s tourism and hospitality sector would definitely bring good returns to the investor.
| Article Code : | VBS/AT/27082018/Z_3 |