The leadership of the Sri Lanka Tourism Promotions Bureau has relooked its overall portfolio of markets and has strategically selected one of the key focus areas globally- Scandinavian countries, to market Sri Lanka as a destination for travel in the future. 

A high-powered Sri Lankan delegation took part at last week’s key travel and tourism exhibition at Gothenburg in Sweden-TUR to carefully identify the next steps in the roll out of Sri Lanka tourism as a preferred destination said Chairman Sri Lanka Tourism Promotions Bureau Rohantha Athukorala.

Given that Sri Lanka has extended the hands politically to the west and the diaspora, we have seen a sudden influx of top end tourists from Scandinavia and now the focus must be how to develop this focus market on the promise 8 wonderful experiences in 8 wonderful days in Sri Lanka.

TUR tourism exhibition and travel fair is not just an event where the industry gets together in Sweden but its careful architecture, where key people in region gets invited for the event whilst, prior registration is a must for entry said the official website TUR. It is also a place where top buyers and suppliers meet for lead generations and future business deals coming to a close said Athukorala who said the current 11.6% growth in travelers must be increased.  The typical per capita income of a Scandinavian is between $25,000 - 35,000 dollars, hence we are looking at a changing clientele than just fixing our self on the number game.

As we speak there is a TV crew from TF-4 to film a culinary expedition branded ' Exotic Kitchen' that will reach 9 million viewers during prime time in Sweden which means 100% penetration for brand Sri Lanka as a destination. Once the awareness is built a sharp below the line campaign will be developed together with the private sector operators so that awareness to conversion can be made to happen voiced chairman Athukorala.

Sri Lanka Tourism to invest Rs.1.2 bn only on trade fairs globally 

Meanwhile, the Sri Lanka Tourism Promotions Bureau which has given a fresh breath to brand Sri Lanka in the last one and half month not only in Sri Lanka but in key global markets like Germany, China, India and Italy announced that a focussed dedicated funding of 1.2 billion rupees will be invested only on Trade Fairs and country specific programmes based on careful research on the needs of each of the focus markets and on the visitor targets Sri Lanka Tourism is aiming to attract said Chairman Sri Lanka Tourism Promotion Bureau Rohantha Athukorala. Overall tourism numbers are registering a 11.6% growth as at end February with China sprinting away with 85.6% numbers.

A separate budget exists for Brand marketing and new product development which we have to start from scratch given that Sri Lanka tourism has not had an official Communication partner for some time said Chairman Athukorala which is strange, given that most competitor destination nations have strong partnerships which has matured in spirit and chemistry to cater to the changing dynamics in the global market place. All marketing activity is governed by the strong private sector board members who are all respected specialists from the tourism industry.

The board of Directors appointed by the innovative young Minister of Tourism and Sports Navin Dissanayake as per Tourism Act consists of the President of SLITO Mahen Kariyawasam who is Hon. counsel general for Belgium, industry stalwart Vasantha Leelananda the Executive Vice President John Keels Holdings- Destination Management sector, respected hotelier and former PATA chairperson Amal Goonetileka the Regional Director Marketing and Sales Taj Hotels- Sri Lanka and Maldives renown businessmen Asoka Hettigoda the Managing Director Siddhalepa Group, outspoken business personality Angeline Ondaatjie joint MD of Tangerine Hotel Group Ltd, renown businessmen Devendra Senaratne - SLAITO Vice President, Kapila Jayasekera the Additional Secretary Ministry of Tourism and Sports, Milanka Gajanayake the Managing Director of SLTPB and Malraj Kiriella the Director General SLTDA.

On the 11.6% growth in visitor arrivals china at+85% growth, India at 21.2%, UK 5.2%, Germany at 14.2%, France at 14.6% which is good start for Sri Lanka Tourism voiced Chairman Rohantha Athukorala who took the helm after serving the United Nations office for project services(UNOPS) for five years and being a hands on policy maker being the former Chairman of the Sri Lanka Export Development Board and serving EDB on the board for six years whilst also being a marketing team committee member of Sri Lanka Tea board for the past six years, Director- Industrial Development Board, Director National Craft Council whilst having a 15 years track record of brand marketing in top British and American Multinationals globally where he twice won the Best Marketer award by the Chartered Institute of Marketing.

SLTPB in the previous regime was riddled with corruption and misappropriation of funds where the top two executives of the previous administration's passports impounded whilst many senior executives yet being interrogated by a Bribery Commission which did not augur well for the top destination marketing agency of the government.

In the last two months, The Sri Lanka Tourism Bureau has demonstrated how a private-public sector working model has taken Sri Lanka to a new dimension with a very successful ITB exhibition that gave definition to the new government under minister for Tourism and Sports Navin Dissanayake on the theme 'Positive Transformation". Sri Lanka also had a strong performance in China where we won the best travel booth at the Guangzhou international travel and tourism fair 2015 whilst in India too early in the year we won the best stall in New Delhi and Bombay which indicates the talent of the public sector officials at SLTPB voiced Chairman Athukorala. Now we are working on ROI based promotional work ethic, he commented.