US pledges support to promote Lanka's tourism
 

by Anjana Gamage

The United States pledged to support Sri Lanka's tourism sector by investing 3 million dollars on an international media and advertising campaign to support the nation's post-tsunami recovery in tourism.

This pledge was made yesterday by the head of the US Agency for International Development (USAID) in Colombo Carol Becker.

The tourism cluster media campaign task force was launched at the Trans Asia Hotel, Colombo.

"We are proud to be able to help Sri Lanka's tourism sector recover from the losses it suffered after the tsunami and want the world's travellers to know that Sri Lanka's tourism related hotels and other business are ready to welcome them back with full service" Carol Becker said.

According to the sources, the USAID which is working through the tourism cluster and in co-ordination with the Sri Lanka Tourist Board (SLTB), will assist to promote Sri Lankan tourism in the European and Indian markets during the forthcoming summer months.

The strategy is to reach travellers and tour operators with the message that Sri Lanka is making great strides in recovering from the tsunami and that travellers to the island can look forward to safe, healthy, beautiful tourist package.

At the end of 2004 inbound visitors to Sri Lanka had passed the 550,000 mark and volume was growing by 13 percent per year. In the months following the tsunami, tour operators cancelled plans to visit Sri Lanka as far out as April and May. Without increased promotion, there is a danger that Sri Lanka could face a decline of more than 100,000 visitor arrivals in 2005. In addition to the USAID investment of 3 million dollars, the SLTB and SriLankan Airlines too have budgeted 4.3 million dollars on international advertising campaign for the promotion of Sri Lankan tourism sector.

The tourism cluster is a non-profit group of travel associations, hotel owners and tourism related business that work together to make Sri Lankan tourism more attractive and more competitive in the global market place.