Sri Lankan Airlines takes beauty of Jaffna to the world to promote Northern Province
Daily FT: Sri Lankan Airlines, as a prime promoter of the country’s tourism, has launched its latest campaign ‘The Colors of Jaffna.’
Considering the potential of the country’s vibrant Northern Province, rich with striking architecture, vibrant cultural characteristics, and the quintessential flavors of its unique culinary features, the national carrier, in its campaign, has aptly captured the beauty of each of these aspects, thereby inviting the traveler to embark on an immersive experience.
Centering it around the historic Nallur Kandaswamy Festival, the national festival that spans the longest duration of 20-25 days which is currently underway, this is an invitation to visit Jaffna and experience the city in its most glorious and vibrant form.
The airline launched the campaign with a spectacular video that unveils the fascinating facets of Jaffna, which will be followed by a series of posts and a fun quiz, raising awareness on Jaffna’s various attractions. Complementing the promotional drive, the Airlines’ leisure arm, Sri Lankan Holidays has introduced a series of holiday packages covering the best of Jaffna, with Jetwing Hotels as the exclusive hospitality partner. The next phase of the campaign will see content creators and social influencers, getting aboard Sri Lankan to experience the destination and inspire their fans to follow in their trail.
This attractive invitation to experience Jaffna is carried across the Airlines’ vast network, including its single largest market, India, which is connected to the island with over 80 flights a week out of nine Indian cities.
The airline simultaneously executes a range of promotional activities focusing on the Asia Cup and the historic Kandy Esala Perahera, two other phenomenal events taking place in the country, where a traveler, arriving to witness one can easily extend his/her stay to experience the other spectacles.
Sri Lanka’s tourism industry is once again on the growth path after facing the impact of the global pandemic and the economic crisis that followed. The steady growth in tourist arrivals to the country is indicative of the overall growth in the industry. Local tourism authorities have been carrying out promotional campaigns in key tourist source markets while also exploring new tourism concepts and areas to promote. It is in this backdrop that the national carrier Sri Lankan Airlines has launched a new campaign to promote the country’s Northern Province as a travel destination. All these moves are indicative of the expanding business/investment opportunities in Sri Lanka’s tourism industry including in the leisure and hospitality sectors. Also, the expanding tourism industry is indicative of the growing business potential in domestic air travel. Many international leisure brands have already expressed interest in entering Sri Lanka while the authorities are looking at developing the country’s airport network. Given the growth and business potential in the country, foreign businesses/investors could confidently explore the expanding opportunities in Sri Lanka’s tourism and airport, aviation industries.
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