Tourism promo by DMCs in key markets

Sri Lanka will be securing the services of Destination Marketing Companies (DMCs) in other countries to carry out promotions in those respective markets as part of its global marketing campaign that should be finalised by the end of December.

As part of the first stage of appointing DMCs in eight of the prime markets, an action plan for the first year has been worked out, Sri Lanka Promotion Bureau (SLTPB) Chairman Udaya Nanayakkara said.

The identified eight prime markets are India, China, the UK, Germany, France, Japan, the UAE and Australia.

Marketing experts also will be employed from these markets alongside the DMCs, he explained adding that the bureau would be obtaining the assistance of the country’s diplomatic missions to house these officials and carry out administration and financial matters.

The DMCs will be secured from those countries; Mr. Nanayakkara explained adding that the requirements to contracting them for the job would be to have vast experience in destination marketing with experience in handling other countries’ tourism component.

Since most of the work would be carried out by the DMCs with each place employing one person to overlook the marketing activities, Sri Lankan staff from the bureau would be employed only if the necessity arises. This would be worked out following decisions made at the bureau on country and city basis.

Moreover, Mr. Nanayakkara pointed out that they would not be employing the services of the national carrier, SriLankan Airlines alone.

He explained that since the airline was no longer operating to all markets they would be tying up with other carriers as well to market Sri Lanka as a destination.