The Pacific Asia Travel Association (PATA) has announced Sri Lanka Tourism Promotions Bureau (SLTPB) as the proud winner of the “Gold award “ in Marketing Media - Travel Poster category held for PATA Travel Marketing Excellence Awards in year 2011.
PATA Chief Executive Officer Gregory Duffell in a congratulatory note to SLTPB has declared “ the judges were most impressed with the quality and the overall high standard of your entry “Essence” in this category , and voted for “Gold” out of 223 entries received from 102 various organizations and individuals worldwide.”
The award winning poster entry “Essence” was designed to promote Sri Lanka tourism’s year 2011 marketing campaign named as “Refreshingly Sri Lanka – Visit 2011”,with the aim of showcasing Sri Lanka as an Island of peace and harmony ; a place where the visitor can experience everything that is refreshing under the sun .With this new branding of Sri Lanka tourism hope to promote 8 segments that will encapsulate 8 wonderful experiences which a tourist can enjoy within eight days such as: Pristine ,Heritage ,Bliss, Thrills, Festivities, Essence, Scenic beauty and Wild Life.
Theme “Essence” represents the true authenticity of Sri Lankan life. Three young children smiling at the backdrop of the poster represent the friendliness, hospitality and welcoming smile that come from the heart of Sri Lankan people. Even according to previous research and a survey done by the Sri Lanka Tourism, it was revealed that the smile and warm hospitality of Sri Lankan people are the most outstanding attractions in Sri Lanka. The smiles embody the innate quality of Sri Lankans portraying urge for welcoming guests and willingness to lend a helping hand for a visitor in need. The children also belong to three major races of Sri Lanka, which again emphasizes the cultural harmony and warmth of the new found freedom. Altogether, their combination speaks of the true “essence” of Sri Lankan life, which is unique in many ways compared to people and culture in other countries in the world.
Sri Lanka Tourism Promotion Bureau Acting Managing Director Malraj Kiriella said: “We feel very honored to have won this award, it is a remarkable milestone that reflects Sri Lanka tourism’s exceptional contribution to promote the country as one of the most preferred travel destinations in the world. It is an immense pleasure to see our efforts have gained international recognition and that paves the way for us to position Sri Lanka as a truly a “wonder of Asia “ in the world tourism map.
Each year PATA Awards are presented to outstanding entries in the four principal categories: Marketing, Education and Training, Environment, and Heritage recognizing innovation and advancement in the responsible development of travel and tourism. PATA is celebrating its 60th anniversary this year; reflecting the exceptional contributions and achievements in the tourism industry in the Asia-Pacific region. The grand awards ceremony will take place on Monday, April 11, 2011 at China World Hotel during PATA’s 60th Anniversary and Conference in Beijing, China.