‘So Sri Lanka’ campaign to launch at ITB Germany today

Wednesday, 6 March 2019 00:15 -     - {{hitsCtrl.values.hits}}



  • SLTPB Chief believes ITB will be instrumental in boosting visitor numbers to 3m by year end
  • A new 3-minute film to be launched to illustrate brand identity ‘So Sri Lanka’ 
  • Film includes ‘up close and personal’ footage shot with Sri Lanka’s most iconic animals


By Charumini de Silva

Sri Lanka will make a fresh push to woo German tourists at the world’s largest tourism trade fair, Internationale Tourismus-Börse (ITB) Berlin commencing today where it will also launch the much-anticipated ‘So Sri Lanka’ campaign.

Germany is the country’s fourth largest source market.With a total of 2.5 million international tourists arriving in Sri Lanka in 2018, SLTPB Chairman Kishu Gomes believes ITB Berlin will be instrumental in boosting visitor numbers to Sri Lanka.

“Last year Sri Lanka achieved 2.3 million tourist arrivals and the aim for this year is to exceed three million. Although it is challenging task, I am confident that it is achievable,” he told Daily FT.

ITB in Berlin is the world’s leading travel trade show which is taking place from 6 to 10 March, providing a major opportunity for Sri Lanka Tourism to showcase the latest plans and strategies during the event.

In addition to the brand identity ‘So Sri Lanka’ release, Sri Lanka Tourism Promotion Bureau (SLTPB) will also unveil a three-minute new illustration from the eyes of its rich and diverse extraordinary wildlife —to bring to life its new brand identity ‘So Sri Lanka’ which encapsulates that the island nation is ‘more than just a nation – itis a feeling…’

Commenting on the new extendedvideo, Gomes said that they wanted to visualise what travellers can do, see and feel when they visit Sri Lanka in a way that is as unique as the country.

“Sri Lanka is like nowhere else in the world, which is why we wanted to tell our story from the view point of our amazing wildlife. Sri Lanka is one of the best safari destinations outside of Africa and we also have many other places for visitors to discover. Our beaches enjoy sunshine all year around, our people are warm and welcoming and our food is abundantly flavourful. Sri Lanka must be felt to be believed and we welcome all travellers to our country for an experience like no other,” he added.

According to Gomes, the film includes ‘up close and personal’ footage shot with some of Sri Lanka’s most iconic animals like elephants, leopards, blue whales, turtles and fishing cats.

He said the captivating three-minute film is expected to take everyone on a wild journey across the Sri Lanka’s stunning landscapes including a newly-hatched sea-turtle’s journey to the sea on the endless white sand beaches of the southern coast, getting a soaring eagle’s view of the spectacular Sigiriya rock fortress, watching the world’s largest elephants travel in their home in the sprawling Udawalawe National Park and witnessing doves waking with the vibrant sunrise over Colombo.