Sri Lanka’s Tourism Promotion Bureau to launch campaign to promote off season tourism in the island
The Tourism Promotion Bureau in Sri Lanka is to launch campaigns to promote the country as a tourist destination during the off-season.
Accordingly, the first campaign is to be launched from September to November 2018, a slow period before winter season commences.
The Bureau has reportedly called for bids from advertising agencies for an international campaign for digital, social and print media, which is expected to be carried out for three months targeting the Middle East, China and Indian regions.
“The main activity of this campaign is to promote special tour packages on offer during 1st September to 30th November to attract tourists from the said target markets,” the bid document has stated.
Tourism Minister John Amaratunga has been quoted in the local media as saying last week that the tourism promotions office is negotiating with airlines, hotels and travel agencies to create value for money deals to attract foreign visitors during the off season.
Sri Lanka Tourism officials have been quoted as saying in the media that the September to November campaign is a pilot project.
According to reports, if successful, it will be repeated annually, and a similar campaign will be also launched from March to July, which is also a slack period.
The deals are expected to be for short duration stays between three to four days, reports state.
The advertising agency is expected to develop the creative strategy, media strategy, do media buying and monitor the campaign. The campaign will have a budget of about 80-90 million rupees, officials have reportedly said.
The move to promote off-season tourism in Sri Lanka would give a further boost to the continuously growing tourism industry in the country. Sri Lanka has been recording a continuous growth in tourist arrivals to the country and is also engaged in an intensive promotion campaign whilst engaging in many development work in the tourism sector. Hence the business/investment opportunities in Sri Lanka’s tourism sector are also on the increase. Given the growth in the sector, investments in it would yield good results for the investors.
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