The Government will implement a tourism promotion campaign in the key markets of UK, Germany, France, the Middle East and India between November 2021 and April 2022.
This will coincide with the 2021/2022 tourism season and will cost Rs. 273 Million, Ministry Secretary Siripala Hettiarachchi told Daily News Business yesterday.
The breakdown of this cost will be Rs. 200 Million for the global advertising campaign which includes BBC and CNN, a social media campaign in France worth Rs. 53 Million and also another social media campaign in the Middle East worth Rs. 20 million. There will also be a tactical travel trade promotion as well
Cabinet approval has been given for a proposal submitted by Tourism Minister Prasanna Ranatunga for this exercise.
The procurement process has begun. The Ministry of Tourism has also written to the Ministry of Finance to appoint a Technical Evaluation Committee (TEC) as well in this regard, he said.