COLOMBO: Sri Lanka looks set to spend nearly pounds 4 million on
promoting its tourist industry, which is one of the country's principal
sources of foreign income.
The Ceylon Tourist Board, a governmental organisation that manages Sri
Lanka's tourist industry, has been tasked with handling the budget. As
part of the campaign, Sri Lanka will be marketed as a high-ticket
tourist destination, primarily targeting the UK, Germany and France.
The Sri Lankan tourism authorities have also decided to sell the country
as an important international religious centre, focussing on its
Buddhist heritage. The Tourist Board, however, will not be hiring an
outside PR firm, due to previous bad experiences.
Former Tourist Board marketing director, Saliya Weragama, cites
London-based PR agency Manning, Selvage and Lee, hired to promote Sri
Lanka in the late 1990s. 'We decided to end our relationship with MS&L
when it took the decision to sell us as the country of the Kama Sutra.'