TAAI Chief calls for joint marketing efforts with Sri Lanka

• Highlights need to create policies and procedures to work together
• Urges Indian media to carry the right message about Sri Lanka
• SLTPB responds by sharing the schedule of upcoming campaign

Travel Agents Association of India (TAAI) yesterday called on Sri Lanka to step up efforts in collaborative marketing so that the South Asian region can stand out and take a leap in luring international visitors.

“We need marketing. We need to do this loudly. We need to create policies and procedures so we can work together. To see how we can make Sri Lanka an extension of our own country,” said visiting TAAI President Jyoti Mayal addressing a press conference in Colombo last evening.

Mayal and the officials of TAAI are in Sri Lanka leading a 600-member delegation to look at improving tourism between the two countries while attending the association’s 68th convention.

She added that along with the two nations, the region itself would stand to benefit if the Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation (BIMSTEC) comes to the front in this regard. 

“I would love to have one policy for all our countries across the borders to promote and lure tourism. That is the only way we can have regional tourism grow. It’s time for us to stand together strong,” added Mayal.

Outlining the objective of the convention, she asserted that Indian travel agents are in the country to explore new ventures and fresh destinations.

“We are here to forge ahead and bring in solid partnerships. Not only here but globally as well. We are here to work together to collaborate and coordinate, and to create synergies because that is very much required,” added Mayal. The TAAI President, who in the recent past has supported the revival of Sri Lanka’s tourism sector after it crumbled under the pressure of the social and economic crisis in 2022, also appealed to the visiting Indian media to portray a positive message, clearing the misconceptions that Sri Lanka is unsafe and is facing food and utility insecurities.

“Love your neighbours as you love yourself. That is what we need to carry forward. Tourism is all about peace and prosperity. As responsible media, we need to carry the right message. 

“We need to stand by our neighbours. Their progress is our progress,” stressed Mayal. 

The misconception of the conditions of Sri Lanka was confirmed by the visiting delegates and journalists who went on to question the efforts taken by the Sri Lanka Tourism authorities to set the record straight.

To this, Sri Lanka Tourism Promotion Bureau Chairman Chalaka Gajabahu responded by sharing that advertising agencies have been finalised to roll out a promotional campaign, and pending is the selection of a social media agency.

“There will be a two-month campaign starting late July, early August to rejuvenate and revive Sri Lanka. I can’t reveal how we’re going to do that but that will be done and represented through public relations. 

“Then in September-October we are going to come up with a thematic campaign which is phase two,” he said.

Gajabahu went on to share that 2024 will be a ‘smashing’ year for Sri Lanka and an action-packed event calendar is being finalised to entice travellers. (SAA)