Sri Lanka Tourism’s digital marketing yields results. SLTPB with the assistance of a specialised team is evaluating the impact of a digital campaign launched recently in the UK and France. The promotions bureau hopes to use the results of this analysis to fine-tune the campaign before it is implemented in Germany, India and China in the next few weeks.
According to arrival statistics from March 2018, India, China and Germany are ranked 1st, 3rd and 4th source markets accounting, 14 percent, 10 per cent and 7 per cent respectively.
The results of the evaluation report were presented to the Tourism Minister and senior officials of SLTPB, representatives of the Hotels Association of Sri Lanka (THASL), Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Association of Small and Medium Enterprises in Tourism (ASMET).
“We have to understand the shift in global demographics and migrate to digital platforms in order to achieve greater reach especially among the younger generation,” Minister Amaratunga said in a statement.
The digital campaign provides information about product offerings and has been designed to engage the audience in an interactive manner. The campaign aims to attract targeted audiences from the respective markets via digital advertising during a span of six months.
Digital Spring, the UK based company that evaluated the campaign has worked with several countries including Singapore, Hong Kong and Australia to boost tourism.
SLTPB Managing Director, Charmarie Maelge said that they have been able to receive a high return on investment via digital marketing and have been able to create significant results by engaging with potential customers.
In addition to the focus on digital marketing, SLTPB has launched many initiatives to promote tourism from attending travel exhibitions to launching a global PR and advertising campaign. Sri Lanka Tourism also launched a promotional package to attract the Indian market and hope to extend it to Chinese travellers as well.