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Tuesday, 30 January, 2018, 15 : 54 PM [IST]
Sri Lanka Tourism to spend USD 7 lakh for digital marketing campaign in India in 2018
TBM Staff | New Delhi

With an aim to promote Sri Lanka as a preferred destination for Indians, Sri Lanka Tourism Promotion Bureau, the national tourism board of the island country, will embark on a major digital marketing campaign spending USD 700,000 exclusively for India this year.  According to Sutheash Balasubramaniam, Managing Director of Sri Lanka Tourism Promotion Bureau, they have already floated bids for the campaign and are in the process of finalising the proposals to start the digital campaign latest by April or May this year.  He said that the campaign will last for  at least six months  and the budget will be spent on content  development, media buying, social media, you tube, etc.  He was speaking at a promotional event organised by Sri Lanka Tourism in Delhi on the eve of SATTE 2018.

India is the top source market for Sri Lanka with 3.85 lakh Indians visiting the country last year.  Balasubramaniam said that they want to nourish the growth that has been happening from India year on year through focused campaigns and marketing activities. He said that the target is to double the Indian visitations by 2020.  Talking about the favourable factors, the MD said that the geographical closeness and accessibility with direct connectivity with 14 stations in India are key advantages. Sri Lankan Airlines alone flies 135 weekly frequencies between Indian cities and Colombo.  

He said that Sri Lanka is a unique island destination which is different from other island destinations as it combines everything into one compact place in the most authentic way for visitors to experience.  While Ramayana circuit is quite popular with India market comprising about 20% of the total Indian inbound, there has been increased traction for Destination Weddings, honeymooners as well as hi-end private luxury getaways, he said.

Sri Lanka Tourism is also planning to tap the Film production units from India as well as Corporate MICE through targeted promotions in coming years.

Speaking on the occasion, Chitranganee Wagiswara, High Commissioner of Sri Lanka in India proposed the idea of promoting India and Sri Lanka as dual destinations as part of a travel package.  She said that she had taken up the proposal during her recent meeting with India‚Äôs Tourism Minister, KJ Alphons.  She said that while governments can lend support, it is the responsibility of private industry to design travel packages joining both India and Sri Lanka.  

Around 52 Sri Lankan tourism stakeholders are participating in the three-day Travel & Tourism Fair, SATTE, in Delhi starting tomorrow.