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Wednesday, 17 June 2015 00:00 - - {{hitsCtrl.values.hits}}
High Priest of South Korea Ven. Dr. Welanhinne Wachissara Nayaka Thero visited the Sri Lanka Pavilion of KOTFA and met the private sector and Ambassador Wijeratne
From left: Sri Lanka Tourism Director Marketing Madubani Perera, Sri Lanka Tourism Chairman Rohantha Athukorala, Head Monk of the Jogye Order of Korean Buddhism Venerable Won-Myeong, High Priest of South Korea Ven. Dr. Welanhinne Wachissara Nayaka Thero and Sri Lankan Embassy in South Korea Counsellor (Commercial) Jagath Kumara
The Sri Lanka Tourism Promotion Bureau (SLTPB) announced plans to target the South Korean outbound travel market with a promotions strategy that highlights the island’s Buddhist cultural heritage.
Commenting on the initiative subsequent to a meeting held with Head Monk of the Jogye Order of Korean Buddhism Venerable Won-Myeong and High a Priest of South Korea Ven. Dr. Welanhinne Wachissara Nayaka Thero in Seoul, South Korea, SLTPB Chairman Rohantha Athukorala explained how the new marketing initiative would align with his wider promotions strategy.
“Sri Lanka Tourism on a private-public strategy agreed to develop the South Korean Outbound travel market worth 14 million travellers by initially launching into a niche market ‘Buddhist Tourism’ whilst developing the overall game plan on the ‘One island- Thousand treasures’ positioning which is in line with the multitude of attractions that Sri Lanka can offer an international traveller,” he stated.
Athukorala was in South Korea to attend the World Tourism Fair in Korea (KOTFA) and his comments come in the backdrop of a 16.7% Year-on-Year (YoY) increase in arrivals from the country in May.
According to the SLTBP, the South Korean strategy of targeting the nice “Buddhist Tourism” segment will include a visit to Sri Lanka by Venerable Won-Myeong and Dr. Welanhinne Wachissara Nayaka Thero on 19 August 2015 following which a “FAM tour” of 10 select travel agents from Seoul and Busan will be organised and supported by targeted advertising on the Jogye Order administered Buddhist Television Network.
“We must do this marketing in such a way that it does not disturb the rest of the 60% devotees who follow other religions,” Athukorala stated.
As the first step to developing the South Korean market, the Esala Perahera will be televised through a live feed in South Korea broadcast via the International Buddhist Network in a segment sponsored by the SLTPB.
The Sri Lankan delegation included Embassy of Sri Lanka in South Korea Counsellor (Commercial) Jagath Kumara and SLTPB Marketing Director Madubani Perera.
