Global campaign launch at ITB on course, says Kishu

Newly appointed Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Kishu Gomes has plans to take a deep dive into the current initiatives undertaken and launch the global promotion campaign in time for the travel fair ITB in Berlin in March.

Mr. Gomes told the Business Times on Thursday that the plan is to go ahead with the launch of the global promotion campaign since that is what the Tourism Ministry officials have insisted on.

He noted that the respective teams were keen on getting the campaign launched in time for the International Tourism Borse

( ITB) travel fair in March in Berlin.

Subsequently, he pointed out they would have to take the campaign to the next level and explained that they needed to take a look at the good things carried out in the past and those initiatives that have delivered the desired results to be carried forward.

Those initiatives that have not yet delivered on the results would have to re- looked, he said although he did not specify which matters he was referring to.

Commenting on the CNN campaign and the subsequent media campaigns that were being worked out for other global television channels, Mr. Gomes said they need to remain focused and needed to also “keep the cost in mind as well.”

In every instance, he pointed out there is a need to look at the business case of a project prior to commencing one or moving forward with initiatives already planned.

Speaking on the regulatory aspect of the industry, he said that the product has to be of quality without any negatives in the eyes of the tourists.

He explained that the officials were working on ensuring that those in the informal sector providing tourism ser- vices would be asked to fall in line with the regulations and understand the consequences of their actions in the context of a social responsibility.

Mr. Gomes also requested all stakeholders to forget the past and work towards a vision on strategic platforms to enhance the country’s revenue.

The new chairman also said he would be working towards the 3-million tourist arrivals target but believed that ideally they should be able to work past that number should stability in the country prevail.

Targeting the upper and middle segments was required by looking at the niche traveller and the mass market as well, he said.