The much-awaited and delayed multipronged tourism promotion campaign is set to go live by this month.
Sri Lanka Tourism Promotion Bureau Managing Director Sutheash Balasubramaniam said the campaigns on CNN Digital and the overall media and public relations effort will get activated within three weeks and the digital campaign on Sri Lanka tourism by May.
He said the industry-represented Board had played a key role in getting this off the ground despite many challenges. The CNN campaign costs $ 650,000.
Soon after the recent racial clashes in the Kandy District, the tourism industry urged the Government to accelerate the destination marketing effort. It requested Tourism Minister John Amaratunga to have advertising campaigns on international television channels such as CCTV, NDTV and Al Jazeera, which are telecast in key markets such as China, India and Middle Eastern countries where tourism traffic was most affected.