sri express

Sri Lanka Tourism’s novel joint mega promotional campaign named “Sri Lanka Shines in Beijing” started off in the Chinese capital on August 29, 2013 with the aim of attracting potential Chinese travelers to Sri Lanka.

This joint mega promotion campaign is a result of collective efforts of public and private sector organizations in travel and tourism industry initiated under the advice of President Mahinda Rajapaksa.

“Sri Lanka Shines In Beijing” joint mega promotion campaign held under the guidance of Minister of Economic Development of Sri Lanka Basil Rajapaksa. This event has been organized by Sri Lanka Tourism Promotion Bureau and Sri Lankan embassy in China.
“Sri Lanka Shines in Beijing” will kick off on the August 29, 2013 at China World Hotel with a ‘Sri Lankan Night’ which will feature a series of activities highlighting the island’s culture and tradition at China World Hotel. “Sri Lankan night” is colorful event, which will feature cultural shows reflecting the unique Sri Lankan identity. The Sri Lankan Night would be followed by a ‘business forum’ to be held on August 30 at the China World Hotel targeting the travel and trade participants. “Sri Lanka Shines in Beijing” will gather further momentum, with a shopping mall promotion campaign to be held at “THE PLACE” of Beijing, running up to three days starting from the August 30.

During the this campaign Sri Lanka Tourism Promotion has launched a mega Bill Board Advertising Campaign in the city of Beijing, China going parallel to a series of other promotional activities such as promoting Sri Lanka through light box advertising, paper advertisements, radio jingles and also a PR campaign to create awareness and gain the attention of the Chinese travel and trade companies over to Sri Lanka.

The Bill Board campaign is the first ever promotion of its kind ever to be executed in Chinese market at this scale. The LED backlit hoarding screens will be displayed in over 21 strategic locations in Beijing. These bill locations showcasing major tourism attractions in Sri Lanka including history and culture, beaches, wildlife, festivals, ayurveda and spa, gem and jewellery that are of interest to the Chinese travellers. Meanwhile prominent places in 18 subway railway stations in Beijing have been identify to promote high spots of tourism attractions in Sri Lanka through this campaign.

 “Sri Lanka Shines in Beijing” promotional campaign has already set its mark as a major promotional tool towards attracting 2.5 million tourists per annum by 2016. Out of the expected 2.5 million tourists to the country, Sri Lanka is planning to attract 275,000 Chinese travellers into the country.

While Chinese tourist arrivals to Sri Lanka is on a steady rise, as the country has received Chinese tourists during the first seven months of this year, which is a year on year increase of 74%. The latest jump shows encouraging signs as the Government of Sri Lanka is campaigning vigorously to capture a slice out of the growing Chinese outbound tourism market, which during the year 2012 in total stood at 83 million tourists.

Courtesy of www.nation.lk


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