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| Sunday, 15 December 2002 |
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Making Lanka attractive for Asian tourists Participating at trade fairs, flowing down two television crews and extending the contacts of TRAC Representations India Pvt Ltd are some of the steps taken by the Sri Lanka Tourist Board (SLTB) to attract more tourists from neighbouring India. According to available statistics, Sri Lanka has attracted around 57,579 tourists from India during January to October 2002, an increase of 108 per cent over last year, while there is much more potential, said Madubhani Perera, Assistant Director Marketing SLTB. Among the plans for next year are participating at the SATTE Travel Mart in Delhi and India International Travel Mart and bringing down two more television crews from Star Plus, based in Bombay and a crew from South India. The SLTB is also planning an advertising campaign through TRAC representatives. Perera said that most Indians visit Sri Lanka for shopping, entertainment, good food as well as the night life. The SLTB carried out many promotional activities during this year including the relaunch of the 'Buy one get one free' offer, joint advertising with four travel agencies in Delhi, five in Mumbai and Times of India publications, direct mailing to media personnel, travel agents and corporates, participating at trade fairs and promotional events, familiarisation tours and special promotions. These measures have started paying dividends now. Sri Lanka received the accredited tourist destination status from Chinese authorities with the signing of the Memorandum of Understanding (MoU) between China National Tourism Administration and Sri Lankan authorities. The MoU added Sri Lanka to the list of 27 destinations where the Chinese can go on package tours. This will definitely increase the number of Chinese tourists to Sri Lanka, she said. "Funds are needed not only to promote the country in India, but also in our main markets of Germany, UK and France. We should also promote the island in Japan, Thailand, China, Singapore, Malaysia, Thailand, USA and the Middle East. As these promotions need finances, we have asked for more funds from the Treasury," she added. Prema Cooray, Chairman Aitken Spence and Company said Sri Lanka should profile itself strategically to attract more tourists from India and China as their needs are different from those of Western tourists. Unlike Westerners who come here for the beaches, tourists from these Asian countries will come for shopping, entertainment and night life. Therefore, the industry and the government must promote the island and its tourism in these countries which will result in Sri Lanka being promoted as a continuing tourist destination without experiencing a season and off-season, he said. (SG) |
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