Sri Lanka to focus on three Indian states in tourism promotions
ECONOMYNEXT – Sri Lanka’s state tourism agency, the Sri Lanka Tourism Promotions Bureau, is hoping to target its future promotions in India in three states to maximize returns, an official said.
The ‘Island Escapes’ campaign, offering 3-4 night budget tour packages, ran from September to November 2018, focusing on Middle East, China, India, and Sri Lankans living abroad.
The agency was able to monitor holiday booking patterns of Indians residing in the states of Uttar Pradesh, Maharashtra and Tamil Nadu during the campaign, the official said.
Around 65 percent of bookings came from India, according to the official.
In total, the campaign brought in around 10,000 bookings.
A typical 3-night/4-day holiday was priced 99 US dollars upward for accommodation only.
A tourist on average spent around 174 US dollars a day in Sri Lanka in 2018.
The campaign may have brought in around 1.3 billion rupees in foreign exchange for Sri Lanka, assuming a 4-day holiday, an average spend, and the dollar at 182 rupees.
The campaign cost the Sri Lankan government around 65 million rupees.
The official said although the number of bookings were low, there was a large number of impressions, which would be valuable for Sri Lanka’s tourism brand.
He said the state would decide whether to continue the off-season campaign in April and September 2019. (Colombo/Feb09/2019-SB)