Sri Lanka advances World Bank-backed global tourism marketing campaign
Summary
Sri Lanka is moving ahead with a World Bank-backed global destination marketing and communication campaign aimed at strengthening the country’s competitiveness in international tourism markets. A high-level discussion on implementing the initiative was held at the Ministry of Foreign Affairs, […]
Sri Lanka is moving ahead with a World Bank-backed global destination marketing and communication campaign aimed at strengthening the country’s competitiveness in international tourism markets.
A high-level discussion on implementing the initiative was held at the Ministry of Foreign Affairs, Foreign Employment and Tourism, focusing on developing a long-term, data-driven strategy to promote Sri Lanka as an attractive global tourism destination.
The campaign will be guided by comprehensive analysis of tourism demand and supply trends, visitor behaviour, destination branding and international marketing strategies, according to a ministry media release. Discussions also highlighted the importance of transparent procurement procedures and institutional capacity-building to ensure the effective implementation and long-term sustainability of the campaign.MTI Consulting and Skift Inc./JD are expected to provide technical expertise and strategic guidance in developing and executing the destination marketing programme.
The initiative seeks to establish a sustainable roadmap for Sri Lanka’s tourism promotion through stronger collaboration between public and private sector stakeholders, while improving the industry’s competitiveness in key international markets. The campaign is expected to support an increase in tourist arrivals, create new economic opportunities and contribute to broader national economic growth. The discussion was attended by Ministry Secretary Aruni Ranaraja, chairpersons of tourism institutions under the ministry, representatives of the Sri Lanka Association of Inbound Tour Operators (SLAITO), the Travel Agents Association of Sri Lanka (TAASL), the Tourism Advisory Committee and the World Bank.
Representatives of MTI Consulting and Skift Inc./JD also participated, along with H.P. Somathilaka, Director General of National Planning. The initiative comes as Sri Lanka seeks to strengthen its international tourism promotion through a coordinated strategy informed by market data and global industry expertise.
Source : Daily News