SRI LANKA TOURISM

1
SRI LANKA TOURISM BUILDING OUR FUTURE
COUNTRY SPECIFIC MARKETING STRATEGIES
2
INDIA - POTENTIAL
It would be not wrong to mention India is
considered to hold significant potential as an
outbound tourism market because of its expanding
upper middle class and its population size,
which is comparable only to Chinas.
3
A. COUNTRY OVERVIEW
4
B. AVIATION SITUATION
Access to Sri Lanka - Excellent

• Indian Airlines - Code Sharing Basis
• (40 on Sri Lankan Airlines)
• Sri Lankan Airlines - 86 flights per week
• (out of 10 gateways from India)
• Jet Airways - Connecting via Chennai
• Sahara Airways - Connecting via Chennai

A total of approx.100 plus flights per week.
5
C. HOW CONSUMERS PURCHASE THEIR TRAVEL?
Internet Indians browse the internet mainly to
access for information. (Airport Survey, 2005
31.12) Assumption Growing segment booking
hotel accommodation direct
Forecast Trend Internet Savvy, Source
Information
6
C. HOW CONSUMERS PURCHASE THEIR TRAVEL?
Retail Agents - Geographic Area All Sri Lankan
Airlines, flying point of India Delhi 600
(Approx) Mumbai 593 Chennai 277 Bangalore 272 Hyd
erabad 339 Kochin 32 Trichi 24 Trivandrum 29 Cal
icut 19
7
C. HOW CONSUMERS PURCHASE THEIR TRAVEL?
No. trained in Sri Lanka Product Probably all
major affiliated Indian agencies have visited SL.
But lack of proper training/ product awareness
at the front line level
Note This has potential to grow in the near
future
8
C. HOW CONSUMERS PURCHASE THEIR TRAVEL?
Wholesalers Geographical Areas - All as
described earlier
No. listing Sri Lanka - All, but few actively
promote SL as a destination
No. trained Sri Lanka Product (This could be
described as one of the major weaknesses)
No. visited Sri Lanka Product (All major players
visited, some have local presence)
9
C. HOW CONSUMERS PURCHASE THEIR TRAVEL?
Sri Lanka In-Bound Tour Operators serving
market Thomas Cooks - India Cox Kings Walkers
Tours Jetwing Destination of the World (DOTW)
10
D. OUTBOUND PICTURE WITHIN MARKET

• 2004 Market share
• Thailand 332,387 13
• Singapore 471,181 19
• Malaysia 172,966 7
• Sri Lanka 105,151 4
• China 309,411 12
• Hong Kong 244,364 10
• USA 308,845 12
• Others 548,577 23
• Total 2,492,882

11
E. VISITOR PERCEPTION
Scale of 1 - 5 A luxury destination 3 An
expensive destination 2 A value for money
destination 4 A cheap destination 4
12
F. BRAND POSITIONING
A touch of class/ distinctive/ proud to go to
Australia
Maldives
Thailand
SPore
India
Malaysia
Conservation/ Relaxing/ Appeals to mid to Older
people
Appeals to the young active/ fun/ diverse
activities
Sri Lanka
Affordable/ Economical
13
G. VISITOR DEMGRAPHICS
14
H. OCCUPATION
15
I. PURPOSE OF VISIT
16
J. DURATION OF STAY
Emerging Trends Spending power has been
increasing due to high disposable income by the
Middle Class segment However, the duration has
decreased due to SL being perceived as a short
holiday destination
17
K. PROVIDE ANY SEGMENTATION AVAILABLE USING
PSYCHOGRAPHIC FACTORS
Lifestyle - Social Status Experiential - Exotic
Beach Resorts, Boutique Hotels, Health
Wellness Shopping Trade - South Indian
18
L. DEVELOP GROUP CONSENSES ON KEY NEED
SATISFACTION SORT IN VISITING SL ON HOLIDAY
19
M. MOST POPULAR LEISURE ACTIVITIES UNDERTAKEN

• Holiday by sea side
• Shopping
• Night Life Casino
• City Tours
• Historical Ties

20
COUNTRY MARKETING STRATEGY RECOMMENDATIONS
21
A. MARKETING OBJECTIVES
22
B. TARGET GROUP
70
30
70
30
23
B. TARGET GROUP - QUANTIFICATION
Leisure 18 - 20 Mice 15 - 17 Niche 10 -
12 VFR 16 - 18
Primary geographic target markets
Metro Cities (Delhi, Mumbai, Hyderabad,
Bangalore, Chennai)
Secondary geographic target markets
Chandigarh, Ludhiana, Jaipur, Pune, Ahmeabad,
Kolkatta
24
C. SPECIALLY SELECTED NICHE MARKET STRATEGIES

• Trendsetters (Indian bollywood industry)
• High flying socialites
• Senior corporate Management
• Sports personalities

D. BRAND POSITIONING STATEMENT
Asias treasured Island
E. PRODUCT PORTFOLIO STRATEGY
Star Category hotels/ Boutique Hotels Spa and
Wellness MICE Segment
25
F. INTEGRATED COMMUNICATION STRATEGY
26
G. DISTRIBUTION STRATEGY

• Wholesalers
• FAM Trips
• Product Development
• Special Offers

• Retailers
• FAM Trips
• Product Development
• Special Offers

• Internet
• Product Information
• Special Offers

27
G. AIR ACCESS STRATEGY

• Pricing
• Convince Sri Lankan Airlines to offer attractive
• fares in competing with other destinations
• Special Offers through Sri Lankan Airlines

28
H. RECOMMEDED MONTHLY ACTION PLAN TO ACHIEVE
OBJECTIVES
29
H. RECOMMEDED MONTHLY ACTION PLAN TO ACHIEVE
OBJECTIVES
30
H. RECOMMEDED MONTHLY ACTION PLAN TO ACHIEVE
OBJECTIVES
31
Thank You