SL Tourism eying 30-min programme on CNN Business Traveller with Quest

Sri Lanka Tourism is eying a 30-minute segment on the CNN Business Traveller programme hosted by Richard Quest to attract high-net-worth business and leisure tourists to Sri Lanka.

A  Sri Lanka Tourism Promotion Bureau (SLTPB) official said they are considering a proposal to obtain a 30-minute segment on the CNN Business Traveller programme rather than launching another media campaign to promote Sri Lanka tourism on CNN.

The SLTPB is of the view that a half-hour segment on CNN Business Traveller would be much more effective as it will have reruns ranging for a period of six to eight months. Hence, the SLTPB expects that Sri Lanka Tourism could gain more exposure through this segment. 

According to the 2017 Media GPS survey, CNN had the largest traveller audiences for international advertisers such as business influencers, C-suites (corporate officers and directors), high-income earners and international travellers.

The SLTPB earlier launched a three-month global campaign on CNN with three-minute videos depicting the ‘Great Big Story’, portraying Sri Lanka as Asia’s diverse, authentic and compact destination, which was also exclusively promoted through social media.

Tourism Development, Wildlife and Christian Religious Affairs Minister John Amaratunga was backing a similar media campaign on CNN. 

The CNN Business Traveller programme hosted by Quest reports from hotels, airports and cities around the world on the weight and shifting trends of an industry linked to different aspects of the world economy. 

Quest visited Sri Lanka in 2016 for a programme called ‘Around the World in Eight Days’, which also included Colombo. During his visit, he met Prime Minister Ranil Wickremesinghe. 

(NF)