An aggressive campaign to revive Sri Lanka`s tourism industry was unveiled…
An aggressive campaign to revive Sri Lanka`s tourism industry was unveiled by the country`s tourism chiefs.
Called `Bounce Back Sri Lanka` the US$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.
Marketing and Promotion
The marketing and promotion campaign will be underpinned by an intensive familiarization 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 square kilometers of national wildlife parks, said Sri Lanka Tourist Board (SLTB) Chairman, Mr 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.
In line with the announcement, a new information website www.bouncebacksrilanka.org was also launched today to provide up-to-date information on new initiatives, events and other Bounce Back Sri Lanka activities.
All Sri Lankans will be asked to play a role in the Bounce Back Sri Lanka campaign.
An immediate initiative of the Bounce Back Sri Lanka campaign will be an international postcard campaign.
With the support of the SLTB and the Sri Lanka postal authorities, 600,000 postcards will be distributed to hotel industry staff, large multi-national retail outlets, schools, banks and through a newspaper in the form of inserts, as well as through foreign missions in Colombo.
The postcards, which feature six different images of Sri Lanka`s main tourist attractions, each carry an invitation to foreigners to visit the country.
Rehabilitation and Reconstruction
The re-housing of people displaced by the tsunami and the rebuilding of Sri Lanka`s beach resorts will be given top priority in the Bounce Back Sri Lanka campaign.
Fifteen zones along the south and east coasts will now have the benefit of proper master planning – incorporating zoning and building regulations and the needs of the community.
The zones identified are: Wadduwa, Beruwela, Bentota, Hikkaduwa, Galle, Unawatuna, Koggala, Matara, Hambantota, Tangalle, Yala, Arugam Bay, Passekudah, Nilaveli and Kalpitiya.
Tourism is the lifeblood of all of these resort towns. About 70 percent of the communities were involved either directly or indirectly in the industry and it is imperative that we restore these communities as soon as possible, added Mr Nanayakkara.
The estimated cost for the resettlement of people in the beachside communities is US$120million. Restoration of the tourist resorts is estimated at US$195 million.
Duty waivers will also be offered to the Hotel and Travel Industry. Import duty for all items needed for renovation of resorts and hotels as well as for replacement of vehicles required for tourism transport will be covered.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
