Sri Lanka’s new ‘So Sri Lanka’ tourism promotions theme to be launched at WTM London travel show
Sri Lanka’s new ‘So Sri Lanka’ tourism promotions theme and campaign was to be launched on Monday (5) and a leading hospitality and travel group has said it is the best slogan that has come about.
“This is the best campaign I have seen in my professional life,” Jetwing Group Chairman Hiran Cooray has told the local media.
Jetwing, a family owned hotels and travel company, is among the three largest industry firms in the country.
“They have included all aspects of Sri Lanka, from beaches to wildlife to culture,” Cooray has said.
“The material is great,” he has said.
The campaign with the tagline ‘So Sri Lanka’ will debut at the WTM London travel show today (5).
According to reports, tourism stakeholders would be hoping for consistency, as in the past, within a period of 10 years, Sri Lanka’s tag line changed multiple times, ranging from ‘Refreshingly Sri Lanka’, ‘Small Miracle’, ‘Wonder of Asia’ to ‘A Land Like No Other’.
In a combination of factors including a lack of promotions, competition from the informal sector and poor management of hotels has seen the formal industry suffer, and is now going through a phase of mergers and acquisitions.
John Amaratunga the official tourism minister until last week, had said that Sri Lanka had been marketed as a tourism destination mainly through word of mouth, instead of state promotions efforts over the past few years.
The launching of a new tourism promotions theme at London’s WTM would provide a boost to Sri Lanka’s tourism sector, which is already on a growth path. The theme, “So Sri Lanka” as stated by the head of Jetwing Group, captures the country at its best. This is the ideal time for foreign businesses to explore investment opportunities in Sri Lanka’s tourism sector.
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