Sri Lanka Tourism Promotional Strategy Leads Emerging Markets to Change the Tourism Mosaic of Sri Lanka

Sri Lanka Tourism arrivals domain has been changed by the emerging new markets occupying the place of long held traditional dominant markets according to the arrival statistics issued for January 2014. This can be seen as an effective result of the strategic promotional campaigns executed in year 2013, giving much focus on the identified emerging markets than totally relying on the traditional European markets for growth.

The growth factors of the emerging markets compared with 2013 January vs. 2014 January, recorded extremely high levels of improvement. According to the latest arrival figures, the highly focused emerging markets such as China has gained 3rd place, Russia move up to 4th place while India remaining at 01st followed by Ukraine, Australia as graphically illustrated .

Arrivals from East Asia increased to 95.6% with arrivals from China recording a significant 224% growth. South Asia recorded 14.6% growth with India contributing the highest number of arrivals 17,886 up from 16,938 with 5.6% rise. The arrivals from traditional Western European market though relatively low to emerging markets recorded 17.9% growth while UK recording 13.6% increase. However Eastern Europe arrivals have increased by 63.6% as a result of effective, targeted, well designed promotional campaigns executed in those countries. Russia leads the arrivals board from East Europe recording 91.6% growth . Other regions also scored high levels of growth namely Australasia scoring 15.1% ,USA recording 31.5% and North America with 22.4% growth levels.

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“Sri Lanka Tourism & Peking Express (Belgium) Sign an Agreement to Promote Sri Lanka Through a Popular Adventure Reality Series”

Sri Lanka Tourism Promotion Bureau and The Echo Line Limited (ECL)- a Belgium based Film Production Company along with the French Company “Label Aventure” entered into an agreement for producing the 10th season of Adventure reality series called “Peking Express” for the French TV channel M6. The program will showcase entire 03 episodes out of the 11 taking place in Sri Lanka and Sri Lanka will get 330 minutes of exposure with the title called “Share the dream”.

Peking Express is a Dutch/Flemish reality game show that follows a series of couples as they hitchhike to or from Beijing. The series has already gone through five seasons. In the Netherlands it is screened by Net 5 and in Belgium by VT4. A German version was shown in 2004. The concept has also been sold to Scandinavia where it was broadcast for the first time in the autumn of 2007. The Scandinavian version is shown on Kanal 5 in Sweden, TV Norge in Norway and Kanal 5 in Denmark.

A French version named Pékin Express is screened by M6, with nine seasons aired by 2013. It can be seen on TV5 outside France. In Spain, the local version Pekín Express is shown on Cuatro, with four seasons by 2011. An Italian version has been produced in 2012 by RAI and shown on Rai 2 with success; a second season will be broadcast in 2013. In this connection, a team of 48 members will be in Sri Lanka from 14th – 25th Feb. 2014 for the filming of the 3 episodes of this show.

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Mega Tourism Caravan 6 Day 1 - Sri Lanka Culture and Traditions Showcased in Moscow

The grand Sri Lanka Tourism Promotion Show- Mega Tourism Caravan 6 commenced its activities with a Cultural Show followed by a Banquet, fittingly named " Sri Lankan Night" at the Crystal Ballroom of the hotel " Lotte Plaza" in Moscow, on the night of 29 May 2014. Under the guidance of Ministry of Economic Development and supported by Sri Lanka Tourism Promotion Bureau the event is meticulously planned and executed under the close supervision of His Excellency Udayanga Weeratunga the Ambassador to Russian Federation. The 'Sri Lankan Night' at the Lotte Plaza was showcasing the 'Beauty and Traditions' of Sri Lanka became a tremendous success and gave the right impetus to other activities to follow in the Mega Tourism Caravan 6 show.

The presence of over 200 guests at the 'Sri Lankan Night' comprising members of the diplomatic corps, leading travel and tour operators in Moscow, prominent businessmen in the tourism and tea trade, leading print and electronic media representatives and the members of the Sri Lankan community added glamour and quality to the evening.

The photo exhibition which greeted the guests on their arrival added a lot of colour to the event too with over 120 photos displayed on visits of His Excellency Mahinda Rajapaksa, President of Sri Lanka to the Russian Federation, Ukraine and Republic of Kazakhstan. The photos on display also included photos of major tourist destinations in Sri Lanka such as Anuradhapura, Polonnaruwa, Dambulla, Kandy, Sigiriya, Pinnawela and Nuwara Eliya along with scenic and pristine beaches on both Western and Eastern coasts, Hotels, Sri Lankan cuisine, traditional dancing and wild life. One of the highlights of the evening was the Sri Lankan Cultural Show presented by the Dance Guild of maestro Chandana Wickremasinghe encapsulating rich Sri Lankan culture through traditional dancing, drum fusions, mask dancing and a medley of folk songs.

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