Destination brand survey reveals Sri Lanka ranks low in future travellers’ wish list

By Shabiya Ali Ahlam
A custom destination brand survey of international travel consumers facilitated by Australia’s Market Development Facility (MDF) revealed that Sri Lanka ranks low in the list of destinations considered for future travel by the leading 10 source markets, urging the need for the island nation to get its marketing mix and promotional efforts revisited. 

The survey showed that Sri Lanka scored less than one percent in the future travel wish list of international travellers. Destinations scoring high in the wish list were Spain, Italy and France, followed by 
Japan, Greece, Egypt and Turkey.

The measurement of Sri Lanka’s brand health via myriad variables linked to the travel consumer path-to-purchase (familiarity, impression, interest and recommendation) also showed that more work is required to improve the island nation’s positioning and to become a top-of-the-mind tourist destination.

The assessment of Sri Lanka’s brand health by MDF and Twenty 31 Consulting Inc. found that only 31 percent of the travel consumers in the sample were familiar with the island nation as a travel destination, with the highest familiarity in China and the Kingdom of Saudi Arabiya. In terms of familiarity, Sri Lanka is on par with Kenya and Jordan.

Around 44 percent of travel consumers have a positive impression of Sri Lanka’s travel experience with ratings relatively consistent across source markets.

While 38 percent of travel consumers were interested to visit Sri Lanka in the near future for a holiday, 41 percent of the consumers would recommend the country as a holiday destination, with ratings highest in Eastern Europe.

“There is room for this to grow with food, positive marketing, communications, public. So, brand is key in terms of how we want to promote the recovery for Sri Lanka moving forward,” said Twenty 31 Consulting Inc. Partner Oliver Martin, while sharing the survey findings at a webinar last evening. 

He pointed out that the market continues to shift to a predominantly digital channel-based planning process, with human connection.  

The survey also highlighted that the emerging post-COVID-19 travel consumer is seeking a higher quality experience and is willing to pay.

To capture this market share, the local tourism industry does not need to slash prices to stimulate tourists to travel to Sri Lanka, the survey showed. “As much as we want to say that Sri Lanka is a discounted destination that is appealing to the lower-end mass tourism market, I can tell you that the data here is not saying that. Sri Lanka appeals to that immersive learner, the authentic travel consumer that is looking for a travel experience. They know something about Sri Lanka but it is limited but what they know is that there is culture, adventure tourism, all wrapped into that immersive travel experience that is delivered by the world’s friendliest and kindest people,” said Martin.