Sri Lanka Tourism live streams Esala Perahera in seven different languages
Sri Lanka Tourism has taken steps to live stream the Kandy Esala Perahera in seven different languages – English, Sinhala, Tamil, Thai, Chinese, Cambodian, and Japanese. The initiative had drawn a viewership of close to 16,000 internationally.
The online promotion of significant events and sites is part of Sri Lanka Tourism’s innovative effort to promote the island even in times of crisis and the strategy ensures Sri Lanka remains a top-of-the-mind destination among its target audience, enabling a faster road to recovery for the entire sector once borders reopen, The Morning reported.
The news report further states that the live-streamed event is similar to the immensely successful “Couch Safari” campaign led by Sri Lanka Tourism, which offered viewers uniquely immersive experiences to explore the natural wonder of Sri Lanka’s national parks during the prolonged lockdowns. These efforts reflect the Government’s overall vision and strategic plan for enhancing Sri Lanka Tourism’s global positioning as a must-visit destination in Asia.
Sri Lanka Tourism Development Authority (SLTDA) Chairperson Kimarli Fernando has been quoted as saying, “The Kandy Esala Perahera alone brings in countless visitors from across the world, with some devotees making it an annual pilgrimage. Due to the prevailing circumstances, we planned for the event to be live streamed, allowing them the opportunity to participate in the joy and celebrations from the safety of their homes. This year’s event drew inspiration from a similar situation in 2020, where the Dalada Perahera was also live-streamed. 2021 was even better, due to our learnings and experience from the first event and the increased reach and engagement with a wider global audience.”
Sri Lanka Tourism is engaged in an aggressive promotional campaign to boost the country’s tourism industry. The country has recorded a steady growth in tourist arrivals to the country since it reopened its borders earlier this year. International airlines have also increased flights operated to Sri Lanka. The island has become a popular post Covid travel destination with the country’s airports receiving the internationally recognised safety and hygiene certifications while also being listed as a must visit destination by several leading global travel publications. Given the growth of Sri Lanka’s tourism industry amidst the pandemic, business/investment opportunities in the industry have seen an expansion. The country’s tourism sector is also engaged in promoting new tourism concepts resulting in a further expansion in Sri Lanka’s tourism industry.
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