Sri Lanka has set its eyes on welcoming three million tourists next year, aligned with the Sri Lanka Tourism Promotion Bureau’s (SLTPB) plans to launch the much-awaited tourism promotion campaign covering the key source markets, starting from the second week of September this year.

According to SLTPB Managing Director Nalin Perera, the PR and digital campaigns in the United Kingdom, France, Germany, China and India are set to kick off from the second week of September this year. The PR campaign is planned for one year, with a budget of Rs.600 million, while the digital campaign is set to run for a six-month period, with a budget of Rs.1 billion.
The second phase of the campaign is likely to kick off after this winter season, covering the next seven source markets, which include Russia, Australia, Scandinavia, the Middle East along with Japan, South Korea, Poland, Italy and the Benelux countries.
Perera noted that Rs.750 million and Rs.450 million worth of budgets are allocated for the digital campaigns and PR campaigns in Russia, Australia, Scandinavia and the Middle East, overall.

Meanwhile, the SLTPB plans to roll out purely digital campaigns in Japan, South Korea, Poland, Italy and the Benelux countries, with a budget of Rs.80 million. The SLTPB has already commenced the procurement process for this second phase of the promo blitz.
Perera shared that these campaigns are expected to contribute to an increase of around 700,000 tourist arrivals next year.
“We are roughly looking at a target of three million arrivals next year, which is a 700,000 increase,” he added.
However, he stressed that the SLTPB would remain vigilant on increasing the pace of tourist arrivals through these marketing activities at an accommodative rate for the country.
“The increase in arrivals is good but you need to build the infrastructure; all has to happen simultaneously, as we don’t want to overpromise and underdeliver. So, the marketing also needs to be careful of how we promote the destination; usually we just promote the destination. At some point, if we realise that the numbers are increasing and we are at a stage we cannot accommodate and then we need to slow down. It’s a typical demand and supply theory that we need to follow,” he elaborated.
Meanwhile, SLTPB Chairman Chalaka Gajabahu expressed his confidence on achieving this year’s tourist arrival target of 2.3 million, based on the latest arrival trends and winter booking data.
According to him, Sri Lanka crossed the 1.2 million tourist arrivals as of the 12th of this month, with the country welcoming 93,000 tourists so far during the month.
He insisted that the country is on the route to welcome over one million tourists over the next few months, particularly during the October- December period.
According to Perera, the hoteliers are already experiencing an influx of forward bookings for the winter season, reaching 80 percent as of now. In addition, a number of airlines have increased their frequencies, while several new airlines are set to commence flights this winter.
In order to attract Russian tourists via charter flights, Perera noted that the tourism authorities are in active discussions with the Civil Aviation Authority to reintroduce concessions on airport charges at Mattala International Airport.

Speaking of the tourist visa fiasco, Perera noted that there’s one legislative amendment that needs to be completed to return to the earlier e-visa arrangement.
“This amendment has to happen. Once that happens, I am sure the relevant authorities will make the decision,” he added.
Although there’s no dedicated tourism minister as of now, after the former Tourism Minister Harin Fernando lost his parliamentary seat, Perera noted that business is continuing as usual with the ministry secretary temporarily overseeing the activities, under the guidance of the president.
Meanwhile, Sri Lanka Institute of Tourism and Hotel Management (SLITHM) Chairman Shirantha Peiris shared that all seven hotel schools under SLITHM are currently operating at full capacity. While lack of space remains a challenge to conduct more training programmes, he noted that plans are underway to secure the required additional space to conduct short-term training programmes. As per the estimates, 50 percent of the workforce employed in the hospitality sector are not skilled.

By Nishel Fernando