Tourism Alliance campaign helps address traveller fears to visit Sri Lanka
The Sri Lanka Tourism Alliance “Fall in Love Again” destination marketing mini campaign that started in October has reported strong results in communicating the ground situation in Sri Lanka.
This first ever private sector campaign set a goal of reaching 1 million travellers in Europe by Feb 23. This was achieved with over 3 million consumers engaged up to Dec 31.
Total impressions have been almost 24m with almost 1m video views. The Love Sri Lanka website had over 125000 hits of which 101000 were from overseas, with 65000 from Europe/UK of which the UK share was 50%
The website illustrates the return to normalcy with beautiful graphics and trip planning tools – it also features recent compelling global media coverage which is helpful in the travel research phase.
Malik J Fernando, Chair Tourism Alliance said: “The Alliance continues to press on with its campaign in the absence of one at country level. Results are very encouraging but there is so much more that needs be done. Without communicating directly to European consumers, they will continue to be nervous, hence the poor “high” season the industry is experiencing. It is the European traveller who travels around the country and spends money. Many of those who had memorable holidays here in recent weeks say that friends and family thought they were mad to come to Sri Lanka. Until that view is corrected, we will perform poorly at a time when we are desperate for foreign currency.”
