AN aggressive campaign to revive Sri Lanka’s tourism industry was unveiled by the country’s tourism chiefs.
Called ‘Bounce Back Sri Lanka’ the $320 million campaign combines international marketing and promotion of the unique tourism attractions unaffected by the tsunami with a rehabilitation and reconstruction programme designed to fastrack the development of world-class tourism facilities in popular beachside areas.
The marketing and promotion campaign will be underpinned by an intensive familiarisation programme for both travel and tour agents and the media. “In restoring confidence in our country, we are asking opinion leaders to come and assess the situation for themselves, see and experience the great diversity and beauty of Sri Lanka: our stunning world heritage sites that take the visitor back in history over 2,500 years; our wonderful cool hill stations; our world-famous tea country; and more than 5,000 sq km of national wildlife parks,” said Sri Lanka Tourist Board (SLTB) chairman, Udaya Nanayakkara. “We want to fly people in from all over the world, let them see for themselves that the country is open for business – in a big way!”
Over the next six months, more than 500 industry and media personnel will be invited to Sri Lanka as guests of the SLTB. In addition industry and consumer promotions will be conducted in key target markets with celebrity ambassadors lending their support to the programme in several key markets. Special events, including cricket matches and music concerts featuring international stars are currently in the planning stage.