Sri Lanka top tourism groups renew call for destination marketing

Nov 15, 2012 (LBO) – Two of Sri Lanka’s largest resort chains which also have operations in Maldives have renewed a call for tourism authorities to market the island effectively partnering with the those in the business. “In the present global context of turbulence and uncertainty, we see a clear opportunity for Sri Lanka to position itself strongly as a preferred destination for high-value travellers,” Jayewardene said.

“Hence, we believe that a robust private sector-led destination promotion strategy that underscores the country’s unique set of diverse attractions would help Sri Lanka’s brand positioning internationally.”

Sri Lanka’s larger chains have tended to call for a focus on ‘high end’ tourism but authorities have taken a more egalitarian and liberal stance, even having a strategy for back packers.

Analysts say active destination marketing however can help all segments of the industry regardless of the financial wealth of the customer.

Susantha Ratnayake chairman Sri Lanka’s John Keells group said in a statement to shareholders last week that while Maldivian resorts had higher occupancies Sri Lanka was weakening.

Sri Lanka experienced a tourism boom with the end of a 30-year war. Sr