Through working
with the British mainstream TV channel ITV-UK, the Sri Lankan Tourism Promotion
Bureau (SLTPB) booted off its international media promotions for 2020. From 5
to 11 January 2020, SLTPB was invited to the daily morning flagship program of
ITV called "This Morning Show" series in Sri Lanka under the Visiting
Journalist Programme.
Launched in
1955, ITV is the oldest British commercial free-to-air television network with
its London headquarters, and "This Morning Show" is the flagship
program of ITV with more than 2 million viewers per day. The online platform of
this morning show reached 1 billion views in 2018, and more than 80 million
views on the Facebook page alone.
The program is
viewable via ITV Hub from 28 other European countries. This morning show is
aired and features news, topical products, showbiz, style and fashion, home and
garden, travel, food, fitness, real life, etc. With Sri Lanka Tourism, on January
6, 2020, ITV held two live cooking demonstrations showcasing Authentic Local
Sri Lankan cuisine.
The expected
advertising value of this whole media project is approximately $112 million. There
are several important reasons behind this promotional campaign, such as sending
out a global message saying, "Sri Lanka is recovering and ready to welcome
international tourists" and ensuring their health while restoring the
country's image as a prosperous Asian holiday destination.
This program
also involves highlighting the current peaceful environment of Sri Lanka among
potential British tourists, building virtual and social media conversation '
Why should you visit Sri Lanka ' and raising awareness of destinations as a
tropical island with a wide variety of nature, culture, and local cuisine.
Promoting the
destination in this nature will encourage more Sri Lankan holiday reservations
during the winter seasons, from enthusiastic travelers looking for an enjoyable
vacation worth their expenses.
OSL Take: The
promotion of tourism in a UK media channel is a new concept to be addressed by
the Sri Lankan government. The granting of concessions to travelers arriving in
the country by ship would promote cruise tourism in the days to come.
Therefore, businesses keen on engaging in the country’s tourism sector could
look at ways to bring in more tourists to Sri Lanka through cruise liners.
Also, an upsurge
in the number of travelers arriving in the country by ship could result in the
need for the development of necessary infrastructure like hotels, shopping
arcades, entertainment complexes near the ports where the ships would dock.
Given Sri Lanka’s tourism sector is on an upward trend, foreign investors could
look at the investment opportunities in the industry.
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