SLIM submits marketing report on Sri Lanka Tourism

The Sri Lanka Institute of Marketing (SLIM), the national body of marketing has submitted a comprehensive report titled 'Sri Lankan Tourism in 2011 and Beyond' outlining, the national marketing strategy for sustainable economic growth in the Sri Lankan tourism sector.

The SLIM Executive Committee comprising Thushara Perera (President) Rohan Somawansa (Immediate Past President), Sanath Senanayake (CEO) and Leroy Ebert (Executive Committee Member) handed the report and recommendations to Economic Development Minister Basil Rajapaksa. The objective of the report is to adopt a national strategy policy to make, Sri Lanka a top tourist destination which results in high export earnings and further strengthening the country's economy.

Optimistic about the initiative led by SLIM, the Minister said, "This report will benefit the industry and boost our country's image as one of the best tourist destinations in the world. The national marketing framework presented by SLIM will go hand in hand with the plans that the government envisions for the tourism industry.

We will continue to create a platform including presentations and discussions with SLIM moving forward with our vision for the tourism industry".

SLIM conducted many discussions, presentations and brainstorming sessions from early August, 2010, to identify key areas which are of concern, both long-term and short term in the tourism sector.

The team compiled strategies based on opinions of industry specialists for a national marketing strategy. Identifying these insights pertaining to the sector will help arrive at a national consensus, formulate a common strategy for the Tourism Industry and boosting the national economy. President SLIM Thushara Perera said the tourism industry in Sri Lanka suffered a setback in the past three decades.

Now a new playing field has arisen in which the Tourism Industry must endeavour to create a value proposition that cannot be matched and meet the expectations created through branding, positioning and marketing strategies, to reach this potential.

SLIM feels it has a role to play in supporting the tourism industry and the Government in its efforts.