Sri Lanka tourism destination marketing critical: leisure groups

Jun 05, 2013 (LBO) – Sri Lanka’s transport infrastructure is being built but the country is badly in need of destination marketing, a top leisure groups have said as higher end hotel saw lower occupancy. In December 2012, occupancy at Sri Lanka’s 5-star rated hotels dropped to 81.9 percent from 95.7 percent and at 4-star hotels from 96.7 percent to 79.9 percent official data showed.

Strategic Marketing

“Strategic destination marketing remains a critical and urgent need,” Harry Jayewardene, chairman of Aitken Spence Hotels, which operate properties, in Sri Lanka, Maldives and India told shareholders in an annual review.

“A concerted effort is required for Sri Lanka to tap the higher yielding traveler segment.

“It is critical that Sri Lanka embarks on a strategic destination marketing initiative and carves its own perceptual space in the minds of the target consumer.

“Authorities in conjunction with industry players must formulate a strategic communications plan that persuasively convinces prospective higher yielding travelers.”

“As an industry, we need to strive to strategically position Sri Lanka in the international markets effectively and this is all the more ap