‘Sri Lanka – The Land of Serendipity’ push in Sweden

• Consumer promotional events in Tallinn-Estonia and Riga-Latvia aboard Tallink Silja shipping line  

 The Embassy of Sri Lanka in Stockholm in collaboration with the Sri Lanka Tourism Promotion Bureau (SLTPB) conducted a series of tourism promotional events titled ‘Sri Lanka; The Land of Serendipity’ aboard Tallink Silja Shipping Line on its voyages to Tallinn-Estonia and Riga-Latvia and on return voyages to Stockholm from 8 to 14 September, showcasing Sri Lanka as a tourist destination.

The Tallink Silja Shipping Line is considered as one of the most popular and convenient mode of conveyance within Scandinavia and the Baltic region. This promotion was coordinated by Arnis Anchupans, Honorary Consul for Sri Lanka in Latvia and Vallo Paal, Honorary Consul for Sri Lanka in Estonia in collaboration with the Tallink Silja AB.  With this promotional activity, Sri Lanka tourism sector linked itself with cruise tourism in the Baltic and Scandinavian region. 

The events held aboard Baltic Queen and Romantika owned by Tallink Silja shipping line were highly successful as the dance performances by Channa Upuli Performing Arts Foundation on the main theatre of the ships provided the right combination of acoustics and lighting to bring to the limelight the mesmerising and graceful movements of the Channa Upuli Dance Troupe narrating the story of Sri Lanka’s age-old dancing traditions displayed with a tinge of modern artistry.  

Since the enactment of the traditional art of Sri Lanka is unique and distinctive in Scandinavia and the Baltic region, the Sri Lankan entertainment kept the audience captivated and spell bound, generating the much-needed curiosity and awareness among the passengers about Sri Lanka.  

Upon Romantika’s port of call in Riga-Latvia, a business meeting and a mingling was arranged for diplomats, Latvian businessmen and travel companies with the Sri Lankan representatives at the main theatre of the ship with the assistance of the Honorary Consul for Sri Lanka in Latvia. Around 70-80 guests were present on the occasion. This business gathering was a splendid opportunity to spread the word that Sri Lanka has made a mark in the leisure travel market. 

A similar business event and B2B meetings among the travel agents were conducted at Silja Serenade during the time the ship was docked at Värtahamnen, Stockholm, Sweden.The stall especially allocated for the Sri Lanka Embassy, Stockholm on the ships were utilised to display exotic gems and jewellery of Sri Lanka, mask carving, Ceylon Tea and for the travel agents to carry out promotions. The participation of relevant personnel in these fields was arranged through SLTPB.  Additionally, the management of the Tallink Silja Shipping Line provided facilities for Ceylon Tea and Sri Lankan hoppers to be served at the restaurants of the ship. Promotional material such as large format visuals and posters were arranged along the internal passageway of the ship to bring the best attractions of Sri Lanka to light.  The overall audio visual impact created by each and every component of this promotional campaign helped to keep the focus of attention of the passengers from around the world, drawn towards Sri Lanka during their journey on the ship. Packed audiences enjoying the dance performances and the large number of passengers thronging the Sri Lanka Embassy stall aboard the ships are ample testimony for a tourism promotion conducted successfully, competitively marketing Sri Lanka as a preferred tourist destination.