Sri Lanka Tourism Alliance launches 2022 Destination Marketing Campaign

  • UK, France, Germany and Spain initially targeted, followed by UAE/GCC

The Sri Lanka Tourism Alliance (SLTA) has launched a destination marketing campaign to boost winter bookings and increase the country’s visibility through a number of different mechanisms.

He said this was a critical requirement because, despite lifting most advisories, the return to stability is not being communicated to consumers in key markets, who believe Sri Lanka is not not ready for tourists. “Current travel demand in Sri Lanka is very low while overall travel demand worldwide is at an all-time high,” SLTA added.

The campaign is primarily digital, spanning the full spectrum of the travel purchase decision, mimicking best practices from successful tourist destinations. Potential travelers to Sri Lanka are the main target group, with the UK, France, Germany and Spain initially targeted, followed by the UAE/GCC.

A mainstream campaign across multiple platforms, including Facebook, Instagram, Google Display Network and pre-roll video ads on YouTube, will roll out over the next three months. The theme of the campaign is ‘Fall in Love Again’, linked to the Tourism Alliance’s original theme ‘Love Sri Lanka’. The content will be refreshed regularly with key elements unique to Sri Lanka.

Additionally, the Alliance will launch a “100 Reasons to Love Sri Lanka” campaign on social media with a different reason every day. The campaign will focus on various elements aimed at different audiences, such as hiking, surfing, tea, wildlife, cooking, and more. Each post will be tagged with a subject such as #lovesurfing, to target different audiences and niches that might consider Sri Lanka.

In light of the negative coverage that Sri Lanka has received and continues to receive, SLTA has created a regularly updated news portal at This page has been optimized for keywords related to ‘Is Sri Lanka Safe?’ as it is one of the main concerns of customers who are planning to travel to Sri Lanka. The page also has a traveler stories section, to further build trust through third-party messaging.

The site, which is not affiliated with any brand, contains information that will help a traveler understand what the country has to offer. Varied destinations, experiences and more are listed on the website, with a significant amount of content to be added shortly.

This has proven to be extremely helpful for potential customers, based on the feedback received from travellers. The website has been optimized for search and has implemented a strategy targeting a variety of keywords relevant to Sri Lanka.

The SLTA has also strategically partnered with a number of local and global brands with the aim of increasing the country’s visibility through such collaborative content-driven initiatives. Videos focusing on key topics will be released in the coming months – shareable content is a key requirement to increase visibility for consumers and provide a more comprehensive overview of the current situation.

Several public relations initiatives are also underway with members who are represented in key markets working together to profile the destination. This is currently underway in countries such as the UK, Spain, India and Germany, among others.

The impact of the travel industry abroad is significant, and in order to build trust in the country, Alliance members have held collaborative webinars in key markets, while strategic roadshows are also planned. , based on the ROI of each event.

SLTA Chairman Malik Fernando said: “Thanks to the excellent post-COVID winter season, Sri Lanka has created such wonderful memories and word-of-mouth recommendations, which promised to make winter come again. better. The economic crisis put an end to that, but with stability returning, we still have an opportunity for a decent season if only we urgently communicate the correct situation to consumers in key source markets.

All initiatives undertaken are open to all SLTA members and all tourism stakeholders are welcome to join the campaigns with the aim of increasing Sri Lanka’s visibility and improving the nation’s image among the public. global.

William L. Hart