Sri Lanka HAS A DESTINATION OF

TRAVEL & TOURISM

Group presentation for Postgraduate diploma in marketing

June 2009

By:

•G.A.T.N. Dharmakumara : pdm-j08-d016

•D.s yapa : pdm-j08-y001

IntroductionIntroduction

From From this presentation we are willing to present our findings about Sri Lanka as a tourist destination. This include the special features which we can market with a profit and what are the marketing methods which we are going to use when market Sri Lanka as a tourist destination.

VisionVision To use the region’s natural and heritage

resources to foster the development of tourism in Sri Lanka as a viable sector of the economy in a manner which complements the scale, quality and unique features of the community; which balances the interests of tourism with the interests of other industries; and, which balances the needs of visitors with the needs of residents.

ObjectivesObjectives

To position Sri Lanka as a site seeing and outdoor adventure destinationTo position Sri Lanka as a site seeing and outdoor adventure destination

To encourage development and marketing initiatives which build on existing tourism To encourage development and marketing initiatives which build on existing tourism strengths and are compatible with this destination focus.strengths and are compatible with this destination focus.

To ensure that tourism development is a well-managed process, in keeping with the To ensure that tourism development is a well-managed process, in keeping with the character and servicing abilities of the community.character and servicing abilities of the community.

To foster the creation of jobs and the generation of investment income so as to To foster the creation of jobs and the generation of investment income so as to enhance the viability and sustainability of Sri Lanka’s economy.enhance the viability and sustainability of Sri Lanka’s economy.

To promote cooperation and goodwill among tourism industry operators, in order to To promote cooperation and goodwill among tourism industry operators, in order to facilitate the realization of these objectives and the achievement of Sri Lanka’s facilitate the realization of these objectives and the achievement of Sri Lanka’s tourism vision.tourism vision.

Maintain positive, steady growth each quarterMaintain positive, steady growth each quarter

Experience a growth in new customers who are turned into long-term customers.Experience a growth in new customers who are turned into long-term customers.

Financial ObjectivesFinancial Objectives

A double-digit growth rate for each future year.A double-digit growth rate for each future year.

Reduce the variable costs per guest.Reduce the variable costs per guest.

Continue to decrease the fixed costs. Continue to decrease the fixed costs.

Target marketTarget market

VALUES

Guardianship and hospitality

• The Strategy is underpinned by two key values, guardianship and hospitality.

• These values provide the foundation for a sustainable approach to the development of our tourism industry

Responding to challengesResponding to challenges

Changes at the global level include:Changes at the global level include:

growing concern about the growing concern about the

impact of travel on climate change impact of travel on climate change greater use of the internet and greater use of the internet and

online bookings online bookings higher fuel prices. higher fuel prices.

Responding to challengesResponding to challenges

At the domestic level, the industry faces At the domestic level, the industry faces challenges in:challenges in:

recruiting appropriately recruiting appropriately

skilled staff skilled staff becoming more environmentallybecoming more environmentally

sustainable sustainable the provision of appropriate, the provision of appropriate,

high quality infrastructure high quality infrastructure

outcomesoutcomes

Sri Lanka delivers a world-class visitor Sri Lanka delivers a world-class visitor experience experience

Sri Lanka’s tourism sector is prosperous Sri Lanka’s tourism sector is prosperous and attracts ongoing investmentand attracts ongoing investment

The tourism sector takes a leading role in The tourism sector takes a leading role in protecting and enhancing the protecting and enhancing the environment environment

The tourism sector and communities The tourism sector and communities work together for mutual benefit work together for mutual benefit

Web marketingGoogle Award campaignLink building Trade showsDirect marketing (e-mails)Sponsorships

Marketing tacticsMarketing tactics

Promotional budget

Budget scheduling for 2009/10

Activity 2nd Quarter2009

3rd Quarter2009

4thQuarter2009

1st Quarter2010

2nd Quarter2010

Budget

Media briefing 10 000 000.00

Web Advertising 5, 000,000.00

Direct marketing (mails)

5, 000,000.00

Trade shows 3,500,000.00

Local promotions 2,000,000.00

Sponsorships 3,000,000.00

SWOT SWOT

Analysis for Analysis for

Sri Lankan tourismSri Lankan tourism

Strengths

• Beach

• Hospitality

• Water falls

• Temples and churches( religious places)

• Cool places such as Hanthana, Horton plains

• Sun light

• Botanical gardens

• Rain forests such as Sinharaja

• Heritage towns

WeaknessesWeaknesses

• Unavailability of good hotels

Lack of sufficient infra structure such as roads

Transportation

Marketing

Lack of coordination between the people / Tourism groups / Tourism providers

Poor secondary roads

Lack of full time tourism officer

Unapproved operators in the tourism industry

OPPORTUNITIES

• Good weather conditions

• Good name famous around the world

• Better import and export markets

• Highly recognized stock exchange market

• New Roads

• Marketing the county/Branding

ThreatsThreats

Terrorism

Government decisions such as tax

Inflation

Uncertainty in political environment

Other counties getting stronger

ConclusionConclusionWhen we are doing our presentation we have discovered lots of competitive advantages and we think if we have better marketing people involving tourism marketing we can be one of leaders in Asian tourism

• VisionVision

• ObjectivesObjectives

• ValuesValues

• Financial ObjectivesFinancial Objectives

• Target market Target market

• Marketing tacticsMarketing tactics

• Promotional budgetPromotional budget

• SWOT Analysis for Sri Lankan tourismSWOT Analysis for Sri Lankan tourism

Finally

THANK YOU !