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Wednesday, 19 September 2012 00:16 - - {{hitsCtrl.values.hits}}
Sri Lanka Tourism Promotion Bureau (SLTPB) joined hands with ICC Development (International) Limited to become the official Tourism Partner of ICC World Twentey20 which has just started off in Sri Lanka for the period of 18 September to 10 October. The official agreement was signed by the representatives of two organisations – Sri Lanka Tourism Chairman Bhashwara Gunarathna and ICC General Manager Commercial Campbell Jemison last week.
Under the sponsorship agreement between ICC and SLTPB, the two organisations will work together to promote Sri Lanka as a preferred travel and tourism destination among live spectators and billions of viewers who will be watching the series worldwide.
For the first time in International Cricket tournament history, Sri Lanka Tourism’s logo will be displayed on field positioned as mid-wicket ground logo in each match which will be held during the series, creating massive opportunity for Sri Lanka Tourism for their destination promotion efforts.
The mid-wicket logo will provide much visibility to Sri Lanka country branding and with the added advantage of multiple views through live cast attracting audience’s attention to the country as a whole. Apart from the ground logos other benefits arising from the association will include sponsorship rights for tournament branding, event signage, exclusive product branding, video promotions during match telecast, event rights including stadia displays, electronic media coverage etc.
As the official Tourism Partner, Sri Lanka Tourism wishes to secure the maximum mileage arising out of this tournament in promoting destination Sri Lanka to the world. Being on par with the Tourism Promotional Strategy, the main target of the tourism sector in the next five years is to achieve a target number of 2.5 million tourists by 2016.
With a tag line, ‘Sri Lanka: The Wonder of Asia’ and as world’s most treasured island the specific strategies related to the five year plan ,Sri Lanka Tourism focuses on eight product categories under the theme ‘eight wonderful experienced in eight wonderful days’.
At a time when Sri Lanka Tourism is witnessing a boom in tourism arrivals the association with ICC to promote tourism industry through the World Twenty20 series is seen as a welcome sign for the future of Tourism Industry in Sri Lanka.
