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Sri Lanka Tourism earns over USD 2 mn media coverage at EXPO 2020 Dubai

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Singing sensation ‘Yohani’ and Alston Koch adds to destination Sri Lanka in the presence of over 2,000 in the audience.

Destination Sri Lanka stood out last week at Expo 2020 Dubai, with four planned events earning high global media coverage with Sri Lanka Tourism announcing the total earned media exposure from this global event, which will conclude at the end of March after running for a period for six months, to be in the range of over USD 2 million, exceeding all expectations.

A high-level delegation led by Tourism Minister Prasanna Ranatunga, Lankan Ambassador to UAE Malraj De Silva, Sri Lanka Consulate General Dubai Nalinda Wijerathna, and Sri Lanka Tourism Chairperson Kimarli Fernando was at Expo 2020 and met industry persons at the highest level of representation. ‘Sri Lanka Tourism-Expo Travel Trade Business to Business Forum’ was on March 3 at the Business Connect Centre, Abu Dhabi Hall with the participation of local tour operators and over 45 UAE and Gulf-based international tour operators.

Fernando made a destination pitch at this forum showcasing different facets of destination Sri Lanka and the way forward for Sri Lanka tourism, which was received with enthusiasm both by industry players and the global media

A social media sensation, ‘Yohani’stood out as attracting the largest crowd, to date, to the Dubai Millennium Amphitheatre on the evening of March 5 in the presence of over 2,000 in the audience.

Performing alongside ‘Yohani’ were Sri Lankan super stars Tehani Imara, Dinugi Herath and long-standing brand ambassador for Sri Lanka Tourism, Alston Koch opening the evening’s performance with the climate action song ‘Sri Lanka Earth Lung’- a song dedicated especially to creating awareness on ‘climate change’ and vibrancy to the evening was the fusion dance performance by the Upuli Channa Dance Foundation.

Talking about the events, Chairperson Fernando says, “We are a small pavilion compared to other countries but the media attention and buzz we were able to create within the expo global village is amazing and we were able to beautifully capture this attention and convert it into earned media publicity. This is an enormous gain for the country given the strain due to forex’s needs for planned promotions. So we very successfully navigate around our constraints and take the destination to the world through strategic media exposure and this was particularly so at Expo 2020 Dubai”

Monday, March 14, 2022 – 01:00

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