Showcasing Sri Lanka and driving demand

Q: Are new markets needed for growth in tourism?
The Government’s key objectives with regard to tourism include:

• Achieve 2.0 million tourist arrivals by the year 2016
• Target the upscale Free Independent Travellers (FITs), who are comparatively high spenders
• Make making tourism Sri Lanka’s third largest foreign exchange earner.

Government Statistics show that the number of visitors to Sri Lanka have grown considerably in recent months. However, are we on target to reach the given goals?
A: Yes, I think we are ahead of our annual targets, which is encouraging. However, the downside is that there is a feeling that tourists are lining outside to visit Sri Lanka and therefore the country doesn’t need any advertising and promotions.
The other is that tourists have deep pockets so they could just dig in, which is why all the rates, be it accommodation, entrance fees (by the way, we have some of the highest fees for some attractions), guide fees, transport costs, etc. are going up.
Of course the rupee depreciation has offset some of these increases, but Sri Lanka is getting known as an expensive destination and we are not doing the necessary advertising to position the country as a high-end destination. Coca Cola is a well known brand but they still advertise. We need to get to the consumer and drive demand to this new and fabulous ‘Wonder of Asia’!

 

Q: Can we reach the stated objectives by marketing Sri Lanka as a destination to existing tourism markets?
A: The key here is “market” Sri Lanka, which we need to do whether to existing or new markets. Of course, we need to constantly look at new destinations which Sri Lanka Tourism has been continuously doing over the last few years as the existing markets only will not give us the volume and revenues we are looking for.
Sri Lanka Tourism and SriLankan Airlines have always promoted new destinations in the past. India, Middle East, Japan and now China are destinations that come to my mind. But we cannot ignore the markets that have supported us throughout our troubled past. They kept us alive.
When no one wanted to promote Sri Lanka, when other airlines left the country these tour operators from the so-called mature markets and our national airline kept us going. It is true that the market dynamics have changed and we need to change, if not we will be redundant. But this needs to be balanced well so that we keep a healthy mix of mature and new markets and “market” the country in a manner suitable to each of these segments.

 

Q: Do you believe that there is still untapped potential within the traditional markets?
A: Yes, there is potential. We all know there is a recession in these markets but the segments that we want to market the country to will be relatively immune to it. So we could definitely get them if we target and reach them efficiently.

 

Q: How can this potential be exploited?
A: Do research, appoint representatives for Sri Lanka Tourism in these markets whether in our own offices or at the Embassies who can identify the new trends and advise the trade to develop products that would be suitable to attract these targets. There are so many niches that we can service.
We are inviting journalists on familiarisation tours and there are many more who come on their own accord and write fabulous stories and have brought us to the limelight. We need to do this consistently and have good PR contacts in these countries generating markets which can source the right people to be invited.
We need to showcase Sri Lanka at various travel shows by participating in various events that are organised during the show. These bring in a lot of travel press and interest in the destination. Simply participating at a trade show is not sufficient; we need to know how to ensure Sri Lanka gets the maximum exposure and follow through.

 

Q: What more can SLAITO as an industry body do to exploit any untapped potential within existing markets?
A: Most members of SLAITO do their own research and marketing activities together with their overseas partners and have been successful in fulfilling many new areas and niches. This will continue to expand as the prospects are more lucrative now. SLAITO through its annual ‘Sancharaka Udawa’ showcases new products and activities which enable their members to market these to the different and new segments in the existing markets.

 

Q: Is targeting the FIT segment the next step needed to upgrade/increase tourist arrivals in to Sri Lanka?
A: Yes, the FIT segment is steadily increasing. With so many social websites and booking sites that are offering flexibility to the traveller, the FIT segment will surely increase into Sri Lanka too.

 

Q: What is SLAITO’s role in developing new markets for Sri Lanka Tourism?
A: The SLAITO membership does many sales visits to the generating markets and possible new markets. We also participate in road shows and trade fairs to promote ‘Destination Sri Lanka’. Our members also host journalists and travel agency staff along with the Tourist Hotels Association on many familiarisation visits to educate new markets about what the country has to offer. We also make contact with potential tour operators from these new markets and offer attractive products which can be marketed in these places.

 

Q: Which markets do you believe are most attracted by Sri Lanka’s offering as a tourism destination?
A: India, the United Kingdom, Germany, France, Middle East and the Far East.