Sri Lanka Tourism in questionable deals worth over Rs.1.1 bln

The Maithripala Sirisena administration is planning on giving a global push for Sri Lanka Tourism in partnership with the private sector amidst allegations of almost Rs. 350 million spent on international ad campaigns without proper contracts, a top goverment official has said.

New Sri Lanka Tourism Promotion Chairman Rohantha Athukorala told a recent meeting of industry representatives, scheduled to attend the Italian trade fair ( BIT) this month, that there are reports that Sri Lanka Tourism had misappropriated nearly Rs. 750 million and almost Rs. 350 million worth of global advertising money.

Sri Lanka Tourism was last year reported to have spent over Rs. 1 billion for promotions in 2014 up from the previous year’s Rs. 800 million, with focused campaigns in India, China and Russia, an advertising campaign and other travel fairs and industry promotions as well.

He explained that they were keen on regaining the lost pride of officials at Sri Lanka Tourism and the ministry as well and work together with the private sector.

The global advertising campaign was alleged to have been carried out without proper contracts cleared by the legal division and as a result was not in line with the Tourism Act as well, he had said, referring to these reports.

Sri Lanka Tourism’s advertising campaign was set to kick off in August 2014 in UK, Germany and France and in respect of these campaigns the Sri Lankan missions in these countries had called for international tenders in a bid to ensure these promotions would be given to different companies to implement it. The Sri Lanka branding advertisements were to be displayed on buses and taxis in the three countries.

A major government push is expected to project Sri Lanka Tourism image better with a global campaign, he said adding that the planned spend for the year 2015 was at Rs. 4 billion.

In addition, Sri Lanka Tourism would look at rebuilding links with the West since at least half of the country’s visitors were from this region.

In this context Mr. Athukorala observed he wanted to pursue a “nation branding campaign” while promoting Sri Lanka as a tourist destination and support export market development and Foreign Direct Investments as well.

The government is planning on showcasing Pope Francis’ recent visit to Sri Lanka at next week’s trade fair BIT in Milan, Italy where there would be a participation of 18 tourism industry representatives from February 12-14.

It was noted that the trade fair stall would have a running TV screen highlighting the Pope’s visit to Sri Lanka in a bid to build a link with the Italian people.

The industry had highlighted the need for increased awareness among visitors of the destination which was not carried out effectively previously.