Sri Lankaâ€™s tourism branding to be launched at London World Travel Mart
ECONOMYNEXT – Sri Lanka’s new country branding for tourism, focusing on diversity of attractions, will be unveiled at the World Travel Mart (WTM) in London in November 2018, Tourism Development Minister John Amaratunga said.
The launch of the brand, for which a global branding agency is being chosen, will be followed by a media blitz in existing and new markets to promote the country, he said in a statement.
A global marketing campaign will then be done, for which the request for proposals process will be executed in the final quarter of 2018.
“We intend to launch this campaign at ITB in Berlin in March 2019, which is the largest annual tourism fair in the world,” Amaratunga said.
The aim of the country branding initiative is to give Sri Lanka a distinct brand identity which will help the industry differentiate the island in the competitive global tourism market, he said.
“Sri Lanka has always focused on its diversity to attract visitors to the country. It’s this diversity that we intend to focus upon,” Amaratunga said.
The diversity and the compactness of the island give it a competitive advantage, making it distinctive and different, he added.
The strategic positioning of Sri Lanka as a destination was developed by a special committee with assistance from the governing bodies for Sri Lanka Tourism (SLTDA) and Tourism Promotion (SLTPB) with input from global advertising agencies.
The tourism promotion strategy was developed with the help of multinational agencies in the country and the Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Tourist Hoteliers Association of Sri Lanka (THASL).
“I am confident that this collective and inclusive effort will help drive awareness of Sri Lanka as a destination and will be the fore-runner to help us achieve our ambition of surpassing 3 million visitors in 2019,” Amaratunga said.
(COLOMBO, 21 August, 2018)