SLIM submits national marketing report on Sri Lanka tourism

Friday, 12 August 2011 03:08 - - {{hitsCtrl.values.hits}}

The Sri Lanka Institute of Marketing (SLIM), the national body of marketing submitted a comprehensive report titled ‘Sri Lankan Tourism in 2011 and Beyond,’ outlining the national marketing strategy for sustainable economic growth in the Sri Lankan tourism sector.

The official handover of the ‘Sri Lankan Tourism in 2011 and Beyond’ report by SLIM President Thushara Perera to Minister of Economic Development Basil Rajapaksa at his ministerial office

The SLIM Executive Committee comprising Thushara Perera (President), Rohan Somawansa (Immediate Past President), Sanath Senanayake (CEO) and Leroy Ebert (Executive Committee Member) officially handed the report and recommendations to Minister of Economic Development Basil Rajapaksa.

The objective of the report is to implement and adopt a policy which leads to a national strategy, shaping up Sri Lanka as a top tourist destination resulting in high export earnings, further strengthening the country’s economy.

Optimistic about the initiative led by SLIM, the Minister said: “This report will further benefit the industry and boost our country’s image as one of the best tourist destinations in the world. The national marketing framework presented by SLIM will go hand in hand with the plans that the Government of Sri Lanka envisions for the tourism industry.

We will continue to create a platform including further presentations and discussions with SLIM moving forward with our vision for the tourism industry.” SLIM conducted a myriad of discussions, presentations and brainstorming sessions and a future stretching from early August in 2010, in order to identify key areas which are of concern, both long term and short term in the tourism sector. The team compiled strategies based on opinions of industry specialists for a national marketing strategy. Identifying these unique insights pertaining to the sector will drive arriving at national consensus and formulating a common strategy for the tourism industry in Sri Lanka achieving success and drive the national economy. SLIM President Thushara Perera, commenting on this important juncture, said: “The tourism industry in Sri Lanka has for the last three decades been affected by the civil war that inundated the country. The end of the war has created a new playing field, a new setting, in which the tourism industry must endeavour to create a value proposition that cannot be matched and meet the expectations created through branding, positioning and marketing strategies, in order to reach this potential. The Sri Lanka Institute of Marketing, the premier marketing body comprising of qualified practicing marketers, feels it has a role to play in supporting the tourism industry and the Government of Sri Lanka in its efforts.”