sri lankan tourism- tharindurox
DESCRIPTION
This contains a SWOT, Marketing tactics and promotion budgetTRANSCRIPT
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 !