The global promotion campaign which has been executed by Sri Lanka Tourism has been able to receive international media attention despite the ongoing pandemic. An expose on CNN Travel by Henry Golding, star of the hit movie Crazy Rich Asians, featured the island while giving the country much recognition.
Sri Lanka Tourism Chairperson Kimarli Fernando outlined: “The efforts undertaken by Sri Lanka Tourism is a part of a larger policy initiative mandated in line with President Gotabaya Rajapaksa’s Manifesto ‘Vistas of Prosperity and Splendour’, and earned international media coverage such as this, fulfilling many key policy criteria which is an integral part of our strategy for a quick and sustainable recovery.”
High profile coverage on international media channels such as CNN and BBC, as well as Al Jazeera have been able to enable the island to stay top-of-mind in vital source markets while giving prominence to those source markets of Singapore, Malaysia, Thailand, Hong Kong, and other Asian destinations.
Further, it allows for a steady stream of tourists all year round, which would possibly bring a significant number of visitors to the country even during the offseason which is essential for a robust and sustainable tourism industry.
Sri Lanka Tourism is contributing towards an active social media presence and consistent global media coverage in order to position Sri Lanka as the ideal destination for post covid travel. Sri Lanka Tourism is, in fact, pre-empting the changes in travel trends, working towards opening the country to new markets for a faster post-pandemic recovery both for the tourism sector and the local economy.
Source: CNN Travel highlights SL tourism campaign