Sri Lanka’s tourism sector launches promotions campaign targeting young travelers to the island
Sri Lanka’s tourism industry following its latest rebranding last month is reportedly looking at increasing the number of visitors to the country through multi-pronged marketing efforts while paying special attention to attracting young travelers to the country.
Unveiled at London’s World Travel Market 2018, the slogan “So Sri Lanka” aims to capture the diversity, richness and authenticity of Sri Lanka, with a focus on young travellers.
In order to capitalise on being named the best country to visit in 2019 by Lonely Planet, on October 23 the Sri Lanka Tourism Promotions Bureau (SLTPB) had announced that it would set aside US$ 350,000 for a promotional campaign on Lonely Planet’s media channels for a period of three months, the local media has reported.
Accordingly, five advertising agencies have been awarded contracts to run campaigns in key source markets.
According to a survey conducted by Sri Lanka Tourism Development Authority (SLTDA) at Bandaranaike International Airport in 2017, 41.9% of visitors to Sri Lanka in that year had been in the 20-29 age group.
OSL take:
With Sri Lanka’s tourism sector on a continuous growth path, local tourism authorities are focused on wooing more high spending visitors as well as young travelers to the country. Given that almost 42% of the visitors to Sri Lanka were between the age group of 20-29, there is bound to be a further increase this year as well. Hence, apart from heritage and eco tourism, sports, adventure and other new forms of tourism promotions avenues could be explored by stakeholders in the country’s tourism sector. Given the constantly expanding investments opportunities in Sri Lanka’s tourism sector, foreign businesses/investors could explore possibilities of engaging in the country’s tourism business.
| Article Code : | VBS/AT/20181207/Z_3 |