Sri Lanka is embarking on a US$ 7 mn tourism campaign next year to boost the island’s exotic image

Sri Lanka is embarking on a US$ 7 mn tourism campaign next year to boost the island’s exotic image, the Tourist Board said Thursday. Sri Lanka is embarking on a US$ 7 mn tourism campaign next year to boost the island’s exotic image, the Tourist Board said Thursday. “We are going for a makeover to change our image from a war torn island,” Director General, Sri Lanka Tourist Board, S Kalaiselvam told journalists.

Marketing and promotional activity includes a public relations campaign to internationally boost the island’s image and advertisements in the BBC and CNN.

The tourism authorities are hoping to fund the marketing spree entirely through industry funds and no State support.

“Everything will be funded by us. We are now charging for all our services and we are operating commercially. We are not getting anything from the government,” said Tourist Board Chairman, Udaya Nanayakkara.

The Tourist Board is expecting an income of over US$ 11.8 mn in 2005 compared to the US$ 8 mn this year.

Local tourist establishments are expected to contribute as much as US$ 2.5 mn to the budget while the embarcation levy contrib