Sri Lanka Tourism Chairperson Kimarli Fernando in a letter to all stakeholders in the hospitality industry claimed that the much-delayed Global Communication Campaign(GCC) has reached the final stages of the procurement process and will be launched shortly.

The delayed Campaign has been planned to include a Creative Agency, Digital Agency, Campaign Management Agency, and Research Agency.

These four agencies are expected to work in collaboration with the GCC Secretariat established under the Sri Lanka Tourism Promotions Bureau.

The eight Destination Representative Companies and eight Public Relations Companies are expected to be appointed subject to Cabinet approval for the key markets for Sri Lanka.

This will cover 25 markets in 16 regions with Destination Representative Companies in te UK, Germany, France, India, China, Australia, Russia, Middle East and PRCs in USA, Japan, Korea, Italy, Spain, Benelux, Scandinavia, and Poland.

Due to the limited foreign exchange available, Sri Lanka Tourism will seek  initially Cabinet Approval for the Creative Agency, Digital Agency and Campaign Management Unit for which payment is mainly in Sri Lankan Rupees.

According to Fernando Sri Lanka Tourism will seek industry stakeholder input on marketing strategies for key markets and will arrange workshops.

“With your input, Sri Lanka Tourism will at the appropriate time launch the integrated global communications campaign to achieve a consistent and holistic branding for Sri Lanka’s rich tourism offering, essential to support consistent growth in visitor numbers and yields across all segments,” she said.

At a time when the national economy more than ever needs the tourism sector to restart, the visibility of this campaign, which will be launched at the appropriate time, would help increase the number of tourist arrivals.

The planning of the ‘Global Tourism Promotion Campaign’, which started in 2016, was postponed over and over again despite obtaining necessary approval for the launch.

The -delayed Campaign which was scheduled to launch in January this year, was delayed to 24 April after the political turmoil during the latter part of last year.

However, the programme was further delayed due to the tragic Easter Sunday attack.

The programme was sent to the Attorney General’s Department for re-drafting in July before the new Government was elected.

By Mario Andree