It launched a mini Destination Consumer Marketing campaign “Fall in Love Again” in October 2022. With consumers being the decision makers, travel trade marketing alone is inadequate to quickly rebuild demand, following negative news and consumer apprehension about shortages and safety.

The campaign covered multiple platforms such as Facebook, Instagram, YouTube and Google Display advertisements. The campaign targeted key markets including India, Germany, Spain, UK, France and the US to communicate the return to normalcy for tourists.

“Results have been exceptional; the Alliance’s goal was to reach 1 million potential tourists but we reached almost 6 million with an impressive 31.5 million impressions.

If only global consumer marketing could be done at country level, positioning Sri Lanka as it truly deserves, the impact on bookings and rates across the spectrum of accommodation would be spectacular,” said SLTA Chair Malik Fernando.