Lanka Tourism Global Communication campaign to launch at appropriate time

Sri Lanka Tourism says the final stages of the procurement process for the long awaited integrated global promotion campaign, the first since the conflict has ended and the industry has been calling for this for over a decade.

“The procurement process has been extremely complex, after much dedicated work by the team, 20 global tenders were placed.” Sri Lanka Tourism Chairperson Kimarli Fernando said.

Kimarli Fernando

The framework includes a Creative Agency, Digital Agency, Campaign Management Agency, and Research Agency. These four agencies will work in collaboration with the GCC Secretariat established under Sri Lanka Tourism Promotions Bureau.

The 8 DRCs (Destination Representative Companies which will include PR) and 8 PRCs (Public Relations Companies) will be appointed subject to Cabinet approval for the key markets for Sri Lanka.

This will cover 25 markets in 16 regions with DRCs in the UK, Germany, France, India, China, Australia, Russia, and the Middle East. PRCs will be in the USA, Japan, Korea, Italy, Spain, Benelux, Scandinavia, and Poland.

Sri Lanka Tourism followed the government procurement process, with ongoing intense activity over the last several months despite lock downs, inter district travel restrictions and numerous other challenges.

“Due to the limited foreign exchange available, initially cabinet approval will be sought for the creative agency, digital agency and campaign management unit for which payment is mainly in LKR. This will be a very significant achievement for Sri Lanka Tourism.”

With your input, Sri Lanka Tourism will at the appropriate time launch an integrated global communications campaign to achieve a consistent and holistic branding for Sri Lanka’s rich tourism offering, essential to support consistent growth in visitor numbers and yields across all segments.