the importance of a strategic marketing plan for srilanka as a tourist destination

THE IMPORTANCE OF A STRATEGIC MARKETING PLAN FOR SRILANKA AS A TOURIST DESTINATION

GROUP PRESENTATIONHND TTM– BATCH 001

SRILANKA AS A STRENGTH • GEOGRAPHICAL POSITIONING on the map• HISTORICAL MONUMENTS• VARIED CULTURE• HIGH LITERACY RATE (92% as per ministry of higher

education)• COUNTRY’S GEOGRAPHY WITH

MOUNTAINS,BEACHES AND NATURAL FORESTS• MORE MODES OF TRANSPORT IN CERTAIN AREAS

E.G KOGGALA

COMPETITIVE ADVANTAGE WITH INDIA AND MALDIVES

• LITERACY RATE • GEMS • CLIMATE CHANGES• GEOGRAPHY• AIRLINE TICKET PRICES• LESS CRIME RATE• EASY ACCESS TO PLACES

RECOMMENDATIONS • ABILITY TO ATTRACT MORE TOURISTS FROM OTHER

COUNTRIES • REDUCE CORRUPTION AS MUCH AS POSSIBLE• TRY TO MAKE THE LOCAL CURRENCY STRONG FOR

INVESTMENT• GIVE STRENGTH TO THE LK PASSPORT

OPPORTUNITIES FOR SRI LANKA AS A TOURIST DESTINATION

• FASTEST GROWING DESTINATION IN THE REGION• INCREASED PRIVATIZATION (Private Investment Opportunities)• MEDICAL TOURISM• DEDICATED TOURIST ZONES (Kuchchaveli (Trincomalee),

Passikudha (Batticalo), Madu Ganga (Bentota), Kalpitiya and Mirissa)

• VARIED ATTRACTIONS AVAILABLE• SILK ROUTE BENEFITS• OPPORTUNITIES IN DOMESTIC AIR TRAVEL• LONELY PLANET, TRIP ADVISOR RECOMMADATION• WORLD-CLASS HOTELS CHAIN ENTRIES (Shangri - La, Marriot,

ITC, RIU Hotels & Resorts, Hyatt and Movenpick)• AIR TRAVEL HUB (Airport Development – BIA, MRIA)

TOURIST AREA LIFE CYCLE

WEAKNESSES OF SRI LANKA AS A TOURIST DESTINATION

• LACK OF INFRASTRUCTURE/TECHNOLOGY. • HIGH TAX STRUCTURE IN THE INDUSTRY.• LACK OF SAFETY AND SECURITY SERVICE FOR

TOURIST.• ABSENCE OF ONSITE INTERPRETATION/EDUCATION

SPECIALISTS.• INEFFICIENCY OF DOMESTIC AIR TRANSPORT.• LACK OF MAINTENANCE OF MONUMENTS, FORTS ETC.• POOR CUSTOMER SERVICE.

THREATS OF SRI LANKA AS A TOURIST DESTINATION

• NATURAL DISASTERS• CLIMATE CHANGE.• TERRORISM.• NEGATIVE TRAVEL ADVISORY.• POLITICAL ISSUES. • ECONOMIC SLOWDOWN.• TOURISM-DRUG AND SEX.

THANK YOU

SOURCE: LECTURE NOTES & INTERNET