Sri Lanka Tourism promotes island as a “Bucket List Holiday Destination for 2022”
The Morning: For the year 2022, Sri Lanka Tourism’s travel influencer facilitation programme (also known as the Visiting Blogger Programme) has undertaken creative influencer promotional campaigns by covering diversified tourism experiences from around the island, covering various regional territories. Over the first one-and-a-half months (up to last 10 March), the Visiting Blogger Programme (VBP) collaborated with some multi-award-winning international travel influencers from around the world to popularise the reopening of destination Sri Lanka for international tourists.
One of the key aims of these earned media promotions was to showcase Sri Lanka as an “unforgettable holiday maker”, now opened for international tourism, and the local tourism industry’s focus towards sustainable tourism development by sharing tourism-related economic opportunities among the local community stakeholders to make their lives better by preserving the unique natural and cultural values.
Furthermore, influencers who have already visited the island have increased global awareness about Sri Lanka as a “safe to travel holiday destination” during the pandemic period by highlighting how welcoming Sri Lankans are and “how normal life is with safe and secure measurements” set up by the Government.
Areas such as Anuradhapura, Matale, Kunckle’s Mountian Range, Gal Oya, Kumana, Pottuvil, Pasikudah, and Southern and Eastern coastal belts were some of the highlights of the overall influencer promotions.
Fifteen internally well-recognised travel influencers representing nine sourcing markets including the UK, Germany, Norway, Belgium, the US, and Spain were invited during February and early March period. The total combined reach of these influencers is 5,291,333 and they are expected to create over 276 online posts about Sri Lanka covering mainstream social media platforms including Facebook, YouTube, Instagram, etc. Through these versatile, earned media collaborations, Sri Lanka Tourism is expected to create massive global attention towards Sri Lanka over the upcoming months in 2022.
Apart from being promoted as a must visit destination by many international media platforms, Sri Lanka has been listed among the top 10 island destinations. Sri Lanka’s attraction as a tourist destination continues to grow with a steady increase in tourist arrivals to the country. Local tourism authorities also continue to promote new tourism concepts to woo tourists to the country. All these have opened up a host of new business/investment opportunities in Sri Lanka’s tourism industry, especially in the leisure and hospitality sectors. Given the steady growth and the growing business potential in Sri Lanka’s tourism industry, foreign businesses/investors could confidently explore the opportunities.
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