Sri Lanka to appoint local rep

SRI Lankan Tourism this morning confirmed aggressive plans to target the Australian market, including the appointment of a third party destination representative.

The move was revealed by Sutheash Balasubramaniam, managing director of the Sri Lanka Tourism Promotion Bureau, during an official press conference to open the Travel Industry Exhibition in Sydney. Balasubramaniam told Travel

Daily the organisation planned to appoint representation in its eight top markets, with Australia currently ranking number six in terms of arrivals into Sri Lanka.

“Without someone local it’s easy for a destination to easily slip out of sight,” he said, with the appointment expected within the next 6-12 months.

Other strategies currently under way include digital activity, with Sri Lanka Tourism hosting social media influencers along with plans to drive local interest through targeted hashtags.

Balasubramaniam also flagged plans to work with the local travel trade, confirming that he had met yesterday with AFTA and CATO to gain insights on the market.

“We want to build relationships with agents and tour operators,” he said, while possible plans also include outdoor advertising in Sydney and Melbourne.

A large delegation from Sri Lanka is taking part in the Travel Industry Exhibition, alongside other suppliers and destinations from across the globe.

The show, which is free for trade visitors, takes place 10-6 today and 10-5 tomorrow at Dockside, Darling Harbour, with door prizes and networking drinks also on offer - travelindustryexpo.com.au.