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| Friday, 6 February 2004 |
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Tourist Board's Italian representative urges : Project Lanka's peaceful image to tap tourism market by Tharika Goonathilake Sri Lanka Tourist Board (SLTB) country representative in Italy, Ms.Fabiana Cannizzaro, believes that Sri Lanka has what it takes to be a top notch travel destination and more concerted efforts should be made to project the destination's peaceful image. Cannizzaro, who heads the Italian based PR and publicity outfit CORAT, has been liaising with SLTB for the last five years, handling PR and promotional initiatives for the country. She was in Sri Lanka earlier this month to gauge the potential of developing new holiday options for the Italian market. According to Cannizzaro despite peace and a ceasefire agreement in place since 2002, very few Italians were aware of the "improved ground situation". "When compared to the international media hype during the war years little or less publicity has been given to Sri Lanka following sustained peace," she laments. Budgetary constraints and the absence of a direct flight are other major setbacks in the launch of a strategic consumer and promotional drive in Italy. However, despite these impediments, she reaffirms that every effort is being made to project the destination's appeal. According to Cannizzaro, peace has seen a 25 to 27 per cent increase in the Italian traffic last year, hence the need to keep the momentum going. Sustained peace and the image Sri Lanka enjoys as a diverse value for money destination are key elements that have helped to keep the destination's appeal intact, she says. Hence, they plan to promote these destinational advantages with new features,this year. "Sri Lanka is a wonderful holiday destination. The holiday options are diverse. The climate is favourable throughout the year. People here are warm-hearted, which multiples the destination's appeal manifold along with other diverse attractions, all within easy access in a matter of two to three hours," Cannizzaro says recapping the country's universal selling points. "Peace has given Sri Lanka an opportunity to establish itself as a tourist destination to reckon with, since very few countries in the world can make such a claim, especially in the wake of the travel sensitivities of tourists, who are easily influenced by international events." The absence of conflict or health risk in Sri Lanka, as opposed to other competing destinations also makes a strong case for the country's appeal, she elaborates. According to Cannizzaro, CORAT, has been working closely with 60-80 key Italian tour operators but given the potential of the country; both in terms of the tourism product and good accommodation options catering to different market segments, "Sri Lanka has what it takes to lure more Italians." Hitherto the `Sri Lankan holiday experience' for the majority of Italian tourists, has been based mainly on cultural tours covering ancient cities and Colombo. given the product available in the beach tourism and ecotourism sector, she foresees a huge untapped market. The current one week holiday option in Sri Lanka is to be expanded by CORAT, to include sun, sea and sand holiday visits in Sri Lanka. Cannizzaro says that although the country has enjoyed a beach destination image among other tourist markets, it does not hold true for the Italian tourists market. "The cultural part of the destination with Anuradhapura, Sigiriya, Dambulla and Kandy took precedent over other tourism spots for the Italian market. Beach based holiday attractions are almost an unknown entity," she says. CORAT plans to include Sri Lanka's beaches especially the beaches in the South, Trincomalee and Jaffna, towards this 'product diversification efforts'. Ayurveda, is another key area that is being explored for Winter 2004/2005. Other attributes that will seal visitor appeal are improvements in accommodation and product enhancements within the last two years. However, she reiterates the need to upgrade the three to four star hotel categories. The level of service too, she notes "far exceed expectations and augers well for the commitment in the industry to offer a service with a smile." She lauded the commitment of the travel trade to face many a challenge over the years in the same spirit of resilience while continuing to invest in the destination. "This has contributed in enhancing Sri Lanka's appeal as a holiday destination," she said. ############## CD capturing Lanka's lure launched
The CD, is a one-of-a kind interactive production aimed at showcasing Sri Lanka's tourism product electronically, integrating the best of modern technology. "Our aim is to enhance the efforts made by the country's tourism industry to promote the destination in an easy to use multimedia CD, that encapsulates the island's attractions," says e.fusions Managing Director Nilanthi Jayawardena. She said that the CDs compelling mix of images, motion, sound , voice, video, 360 degrees panoramic views and animation helps to portray an authentic image of the diverse attractions that makes Sri Lanka, the multifaceted land it is. The CD images, which are aided by a well researched and concise text, enhances the virtual reality journey for the uses, Jayawardena says be it for savvy travellers interested in checking out destination details or the travel and tourism related companies looking for promotional material. The CD also includes more than 600 full screen slides of the country profile with emphasis on sun and sand, nature, culture and adventure attractions. The country's rich flora and fauna including ecotourism, golf and ayurveda are other holiday appeals highlighted in this CD. There's also portray of the country's festival calender, dream wedding sites including MICE facilities and Sri Lankan musical fanfare. Other features entails video sequences of scenic places with a full screen slide show covering the tourism hotspots. There's also helpful tips for the traveller list. A section covering the country's must-go-shopping sites, City life and entertainment are other attractions, highlighted to showcase the 'Sri Lankan Holiday experience.' Jayawardena says that in addition to the tourism promotional CD, e.fusions poses capabilities of producing professional script based interactive multimedia CDs with 3D virtual tours. The company specialises in offering a broad range of solutions tailor made to the needs of corporate, small and medium businesses or clientele. More information can be obtained from [email protected]. (TG) ############## Hemas Travels to launch website Hemas Travels will launch their new website www.hemastravels.com on February 8. The company plans to extend its services online with greater functionality and a wider product portfolio. This is targeted at a broad audience of leisure and corporate travellers, including the expanding corporate incentive travel segments. This new e-initiative is in line with its strategy to be the country's leading e-travel services and solutions provider. It creates a complete online travel centre for all travel customers. This encourages the traveller to plan out his or her own itinerary, and take advantage of the broad spectrum of special offers that are highlighted. The travel site features information regarding the company's tours, special promotions, cruise holidays and airline deals. ----- Dubai warms up for horse races The countdown to the world's richest horse race, the Dubai World Cup coming up in March will begin shortly. As the finest selection of horses and jockeys from all over the world battle for top honours, ladies' fashion will be feted off-track in the 'Fashions on the Field' contest co-sponsored by Emirates' Al maha Desert Resort, the luxurious holiday oasis, and Saks Fifth Avenue, the upscale fashion retail outlet. Prizes will be on offer to both the winner and runner-up of the 'Best Dressed Lady', as well as the winner of the 'Milliners Award for Best Hat'. All those interested in participating in the 'Fashions in the Field' can register for the event on the day, with forms available at information booths on site. ------ Qatar Airways to serve over 60 major cities by end 2004 DOHA - QATAR: One of the world's fastest growing airlines, Qatar Airways, will add four global destinations to its rapidly growing list this year, the airline's Chief Executive Officer, Akbar Al Baker, said. Qatar Airways will fly to Luxor, Istanbul, Zurich and Kabul, this summer. He made the announcement during a joint press conference held with Dr Majdi Sabri, IATA's Regional Vice-President for the Middle East, who was in Doha on behalf of the global air travel association, to congratulate Qatar Airways on completing ten years of business. The airline has been expanding rapidly adding some ten destinations towards the end of last year to reach 48. That trend is being continued into this year with a target of serving more than 60 major worldwide destinations by the end of 2004, the Qatar Airways CEO said. "In June, we will begin flights to Luxor in Egypt and to Istanbul in Turkey. The following month, in July, we will begin a new service to Zurich in Switzerland. In November we will begin flights to Kabul in Afghanistan," said Al Baker. "A lot has changed at Qatar Airways. The airline that was first launched is a very different airline to the one that now reaches into the skies," he pointed out. |
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Produced by Lake House |
A multimedia CD capturing Sri Lanka's lure as a tourist destination has
been introduced to the market by e.fusions, a leading multimedia
development company.
