Mastercard promotes Sri Lanka tourism with India
MasterCard International on Friday entered into a joint agreement with Sri Lanka Tourism to promote the country in India as part of a 5-year long destination promotion partnership. MasterCard stated that this was the first time a programme of this nature with a gamut of events and promotions was carried with any destination.
MasterCard Worldwide and the Sri Lanka Tourism Promotion Bureau (SLTPB) on Friday signed a Memorandum of Understanding (MOU) to facilitate the development of cross border tourism between India and Sri Lanka.
This enables cardholders living in and visiting Sri Lanka to be part of the special offers and events taking place in Colombo over a period of time, Sri Lanka Tourism Promotion Bureau Managing Director Rumy Jauffer said at a media briefing.
The promotions are expected to commence immediately in India, he said adding that the events would be held during the off-peak season in a bid to boost tourist traffic during this period as well.
The MOU was signed by Mr. Jauffer, and MasterCard Worldwide South Asia Division President T. V. Seshadri.
Mr. Jauffer who was instrumental in bringing about this partnership said two mega events would be conducted annually as part of the promotion programme targeting the 130 million Indian MasterCard cardholders.
The 5-year association, it is stated is envisaged to enhance tourism related business in Sri Lanka, with a special focus on the India-Sri Lanka corridor.
India is the largest source of tourists into Sri Lanka contributing to 20% of the total tourists visiting the country.
Mr. Seshadri observed Sri Lanka as an attractive destination for both leisure and business travellers adding that they would conduct promotions through tailor made programmes through its initiatives like “Priceless Cities” and “Great Singapore Sale,” and through its member banks.
MasterCard will actively market the programme in India to high-potential travellers through various initiatives including digital and other media, it was stated.
Mr. Seshadri also said they would promote Sri Lanka in its over 200 locations globally including Western Europe, South East Asia, Eastern Europe, UAE and Americas.
The company also noted they would leverage its merchant and other partnerships in India, such as online travel agents, airlines and hotels in order to ensure communication of these benefits to the appropriate target audience.
MasterCard stated that they intend to increase a number of partner merchants and offers in Sri Lanka to deliver even more value for their cardholders.