Absence of effective digital comms strategy blamed for failure to position SL as safe and stable destination for travel

• THASL Chief says country has expertise in the area of digital communication 
• Stresses SLTPB could do the desired country positioning without exhausting much forex
• Notes tourism sector experiencing a slow recovery from the worst-ever crisis

By Nishel Fernando 

Authorities have failed to convince holiday travellers that Sri Lanka is a safe and stable destination to travel due to the absence of an effective digital communication strategy, The Hotels Association of Sri Lanka (THASL) blamed.

“Sri Lanka Tourism Promotion Bureau (SLTPB) has an even more important role to play today than ever before. Unfortunately, it has failed to strategically position Sri Lanka as a safe and stable destination for holiday travellers,” lamented THASL President M. Shanthikumar. 

He noted that Sri Lanka’s tourism sector is experiencing a slow recovery from the worst-ever crisis.
“We are now hit by a political and economic crisis. It has been the worst in tourism history,” he added.
The country’s tourism authorities have declared 2022 as the ‘Visit Sri Lanka Year’ in line with the integrated five-year Global Communication Campaign (GCC), targeting to attract six million tourists and generate USS $10 billion revenue by 2025.  Most of the key marketing and promotional activities are scheduled to begin from next year onwards.

However, Shanthikumar pointed out that SLTPB could not roll out an effective digital communication strategy to convince international travellers that Sri Lanka is a safe destination without exhausting much foreign exchange.
“There are many ways in which this body can execute an effective digital communication plan without spending any dollars, which will have a far better reach globally. 

The expertise in this area of digital communication is available in Sri Lanka. In fact, international companies outsource these Sri Lankan companies to carry out their digital communication plans,” he elaborated.
Shanthikumar noted that hoteliers individually invested in overseas promotions to bring in much needed forex to the country.

Sri Lanka is targeting 1 million tourist arrivals this year.  Up to November 22, the country had welcomed 609,566 tourists.