Sri Lanka Tourism focuses India’s niche market

In a bid to get a firm foothold in the Indian niche market, the Sri Lanka Tourism and Promotion Bureau (SLTB) has targeted a group of Indian Administrative Service (IAS) officers who are currently in Sri Lanka as potential tourist and brand ambassadors.

The IAS officers who are in the country as part of a global awareness program have been enlightened on various aspects and sectors of Sri Lanka. Accordingly, Chairman, SLTPB, Dr. Rohantha Athukorala stated that the officers were also given a taste of Sri Lankan hospitality so that the brand ‘Sri Lanka’ would reach a wider market in India.

The awareness programs are conducted by Sri Lanka Institute of Development Administration (SLIDA).

“We first profile the country and there after city tour or country tour in partnership with SLIDA,” he said.

As at end July 2015, India is number one source market with145,453 arrivals at a growth of 27.3% which is a strong performance given the entrenched competition in the marketplace. “We must now raise the bar to attract a higher spending Indian traveler or who can endorse the brand in a community,” said Dr. Athukorala.