SL Tourism looks to tap niche markets in S Korea

From left: Director Marketing, Sri Lanka Tourism, Madubani Perera, Chairman, Sri Lanka Tourism, Rohantha Athukorala, Head Monk, Jogye Order of Korean Buddism, Ven. Won-Myeong and High Priest of South Korea, Ven. Dr. Welanhinne Wachissara Nayaka Thera and Counsellor

In the backdrop of a 16.7% growth in the number of South Korean tourist arrivals in May, Sri Lanka Tourism will launch a private-public partnership to develop the South Korean outbound travel market by launching 'Buddhist Tourism' while developing the overall plan on the 'One island - thousand treasures' concept in line with the multitude of attractions that Sri Lanka can offer an international traveller, said Chairman, Sri Lanka Tourism, Rohantha Athukorala following a meeting with the Head Monk of the Jogye Order of Korean Buddism, Ven. Won-Myeong and High Priest of South Korea, Ven. Dr. Welanhinne Wachissara Nayaka Thera in Seoul, South Korea, on the sidelines of the World Tourism Fair in Korea - KOTFA.

The strategy will include a communication campaign that includes a visit by the the two Venerable Bhikkus to Sri Lanka and thereafter, a FAM tour by 10 selected travel agents from South Korea - Seoul and Busan, which will be supported by focussed advertising on the Buddhist Television Network which the Jogye Order administers.

"We must do the marketing in a away that it does not disturb the 60 percent of devotees who follow other religions," said Athukorala.