Sri Lanka is set to embark on a robust 1.5 billion rupee promotional campaign in 11 strategic markets, starting March, as part of an ambitious initiative to revive its tourism sector in the wake of an economic downturn.
Chalaka Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, unveiled the comprehensive plan, emphasizing the nation's commitment to attracting visitors and rejuvenating the industry.
The identified target markets for the campaign include India, China, Russia, UK, France, Germany, South Korea, Japan, Australia, and Scandinavian countries. A selected advertising agency will handle creative aspects, while tenders for digital and public relations work have already been floated, Gajabahu revealed.
Utilizing the influence of social media, Sri Lanka is collaborating with prominent figures such as Nas Daily, who will create three videos promoting the South Asian island. The videos will focus on encouraging tourism, attracting investors, and showcasing Sri Lanka's renowned tea culture. The content will be translated into 18 languages, including Mandarin, to cater to a diverse global audience.
Highlighting the success of their influencer strategy, Sri Lanka's Tourism Promotion Bureau reported engaging with over 100 influencers in 2023. As the nation seeks to rebound, officials have set an ambitious target of welcoming 2.3 million tourists in 2024, with potential to surpass the goal and reach 2.5 million visitors.
The first 15 days of January witnessed 101,362 tourists visiting the island, demonstrating a positive trend compared to the entire month's figures in 2023, which recorded 102,545 visitors. Notably, Sri Lanka aims not only to increase tourist numbers but also to attract higher-spending visitors, setting a target of 2.5 million tourists with a daily spending capacity of $500. Currently, the majority of tourists spend around $100 per day, according to authorities.
