Folie 1

1
Ayubowan ! Bienvenue au Sri Lanka
Présenté par LEQUIPE DE FRANCE
2
Country Overview France

• Population 60 Million
• Language French
• Major Market Centres Ile de France, Rhone-Alpes
  Cote dAzur, NordPas de Calais
  
• Currency Euro
• Exchange Rate USD 1,3
• GDP Growth 2
• Vat Charges 19.6
• Leave Entitlement 5 weeks
• Major Religions Catholic

3
Country Overview FranceContd..

• Economic Outlook
• Steady
• Political Outlook
• Stable Presidential Election 2007
• Security Outlook
• Minor threat from Islamic extremists over veil
  issue

4
Market Outlook France

• Averaging 26-30,000 tourist arrivals per year
• Potential growth areas
• Incentives
• Comité dEnterprise
• Niche markets
• Soft adventure
• Honeymooners
• Spiritual
• Family

5
Market Outlook France

• French outbound tourism will remain at current
  levels or decline marginally for long haul
  destinations
  
• 22.7 of French travel overseas
• Thailand 250,000
• China -200,000
• India 90,000
• Malaysia 55,000
• Maldives 50,000

6
Market Outlook France

• Air access 20-25 flights per week- sufficient
  capacity for current levels of tourists
  
• Issue FIT price for Sri Lanka is higher than
  competing destinations
  
• Only 3 direct flights per week
• French purchase travel packages from
• 20 TOs programming Sri Lanka
• Internet sellers
• Ad hoc operators
• Incentive operators
• Specialised tour operators, i.e., soft adventure

7
Market Outlook France

• Visitor perception value for money destination
  (in reality only for ground package)
  
• Visitor demographics 60 between 30-60
• Majority retired or independent and visiting for
  pleasure
  
• Average duration of stay reducing from 10.7 to
  9.3
  
• Brand positioning
• Conservative appeals to mid/older people
  potential for upmarket clientele
  

8
Market Outlook France

• French tourists are interested in visiting Sri
  Lanka for
  
• Diversity
• Visiting ancient cities
• Understanding/interaction with local
  culture
  
• Wellness
• Shopping

9
Market Outlook France

• Target Groups
• 45-60 age group
• 30-45 age group
• Distribution Strategies
• Using TOs to promote destination
• Using Travel Agents Networks
• Promoting Supermarket Travel Agencies
• Air Access strategies to focus on conducting
  promotions with Airlines support a charter
  operation

10
Promoting Sri Lanka in France

• Problems
• Confusing image
• Security issues continuous negative publicity

11
Promoting Sri Lanka in France

• Solutions
• Turn Negatives into positives
• Post-Tsunami
• Political situation
• Stay focussed and positive
• Dont highlight negatives
• Increasing visibility in high profile events

12
Promoting Sri Lanka in France

• Provide training for travel agents
• 1000 1500 per year
• Distribution of marketing newsletters to tourism
  industry professionals keep them informed
  
• Participate in signature campaigns/events
• Sri Lanka week under Eiffel Tower in June 2007
• TopResa evening
• Chasse aux tresors - Treasure Hunt for travel
  agents
  
• Host country status in a consumer travel fair

13
Promoting Sri Lanka in France

• Make them feel and live the dream
• Be aware of competition but dont get overly
  concerned
  
• Sri Lanka is not perfect but important to
  maintain certain standards
  
• Hygiene and sanitation
• Service and hospitality levels
• At least 6 French TOs have increased number of
  pages on Sri Lanka in their new brochures
  

14
(No Transcript)