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Brand Sri Lanka reports robust health as per latest brand report



Sri Lanka Tourism has driven a host of initiatives in recent months, to increase brand recognition and recall for the ‘Sri Lanka’ brand across multiple platforms. The work undertaken in strengthening the Sri Lanka brand is expected to provide a much-needed boost to Sri Lanka’s tourism sector and re-establish Sri Lanka as the destination of choice for travelers this winter season and beyond.

However, to cement Sri Lanka’s brand standing in top source markets post-COVID, the local tourism industry will need to develop and launch innovative campaigns and packages, that attract high value tourists to the country.

To support this endeavor, Sri Lanka Tourism Development Authority (SLTDA), in collaboration with the Australian Government-funded Market Development Facility (MDF), invited stakeholders in the tourism industry to a webinar on ‘Business and Consumer Insights for Tourism Reopening in Sri Lanka’.

The event shared findings and analysis from SLTDA-MDF’s latest report, ‘Sri Lanka’s Competitive Brand Standing and Consumer Travel Perceptions to Drive Smart, Sustainable Tourism Recovery’ to support the industry to make informed decisions as Sri Lanka competes in the highly-competitive post-COVID tourism marketplace.

Developed by Twenty31 Consulting Inc., global leaders in tourism data, the report was informed by over 10,000 online surveys and interviews of travel consumers across 10 key outbound travel markets for Sri Lanka – China, France, Germany, Italy, Russia, Saudi Arabia, Spain, Ukraine, United Kingdom and United States.

Prominent panel, represented by Kimarli Fernando, Chairperson of Sri Lanka Tourism Development Authority; Hiran Cooray, Jetwing Symphony PLC; Oliver Martin, Partner, twenty 31 Consulting Inc; and Katherine Droga, Founder, Droga & Co spearheaded the discussion.

The discussion focused on how the Sri Lanka destination brand is perceived in the shrunken and competitive post-pandemic travel market, based on consumers’ path to purchase – familiarity, impression, interest, and recommendation. In other words, how familiar consumers are with the brand, current consumer perceptions, interest and intent around travel to Sri Lanka, potential to recommend Sri Lanka as a holiday experience, and demographics of Sri Lanka’s ideal travel consumer.

Overall, the report revealed that the ranking shows a positive trajectory for Sri Lanka, with scope to boost Sri Lanka’s brand perception.

The key findings from the report revealed, that about 70% of high value consumers select a destination solely based on the perception of the brand, and that 44% of travel consumers have a positive impression of Sri Lanka’s travel experience, a key insight for Sri Lanka’s tourism recovery strategy post-COVID.

Across all ten source markets, Sri Lanka’s ideal travel consumers were characterized as immersive and learner travelers with high education and incomes, interested in authentic cultural experiences, enriching knowledge and learning about other cultures and history.

Further, it was found that the emerging post-COVID travel consumers are willing to pay for a higher quality tourism experience and that price slashing is not needed to stimulate travel to Sri Lanka. An overwhelming majority of travel consumers were also willing to pay more for a responsible and sustainable tourism experience.

With a multitude of authentic experiences, cultural offerings and with sustainability at the core of the tourism strategy, Sri Lanka is well-placed to attract these tourists.

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Women led LPO services firm Velox Partners enters new office space in Colombo



Velox Partners is a 90% women led Legal Process Outsourcing firm now in Sri Lanka

Velox Partners, a tech-based legal process outsourcing (LPO) firm, expanded its presence into Colombo to augment its existing law firm. Velox commenced operations in January 2020 prior to the onset of the pandemic. Today, it has expanded its services across numerous verticals Commercial law, Litigation, Conveyancing and Company Secretarial Services, with Legal Process Outsourcing (LPO) Services being the core. It is geared as a fully-fledged legal service provider servicing clients across United Kingdom, Australia, Singapore and Southeast Asia.

Velox is female-led with over 90% being women comprising versatile and experienced lawyers. Their expertise bridges multiple disciplines of law with a local and global clientele. The two powerhouses leading the firm are its founding partners Lihini Fernando and Dakshika Perera whose collective experience spans over three decades.

Velox Partners saw Covid-19 restrictions and remote working as an opportunity to position the firm as a tech-based entity and launched its LPO arm. Providing back office legal services to law firms across continents was seen as a viable business model that is both functional and lucrative. Furthermore, the partners of Velox realized the potential of positioning Sri Lanka as a LPO Hub, where the LPO sector enables foreign remittance to the island nation to rebuild its economy. This also provided an opportunity particularly as LPO services can be offered remotely, without a physical office presence.

Velox has serviced clients in over 14 jurisdictions worldwide providing solutions on the ethos, ‘Beyond Legal’. Velox believes in combining business efficiency and tech enabled processes to differentiate itself from the conventional law firms.

Lawyers at Velox are solution providers guided by industry expertise. The team comprises professionals based in Australia, the United States of America, Singapore, and Sri Lanka which enables them to draw cross country perspectives in providing services. Velox is now poised to use their multiple years of experience across continents to provide smart legal solutions.

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Estonian TV crew gets a taste of Sri Lanka for the first time



Meeting with SLTPB officials

Sri Lanka Tourism, under its Scandinavian market promotions hosted a Media FAM with 4 Media personnel from Kanal2 TV from Estonia. The tour started off on February 28 and ended on March 8. The purpose of hosting this tour was to receive more high-end tourist arrivals from Estonia, as well as the other Scandinavian markets including Lithuania and Latvia.

Subsequently, this tour was hosted in collaboration with the Sri Lanka embassy in Sweden which contributed to make this tour a success. The FAM Tour covered all the main tourist attractions in Sri Lanka, including wild life, Ayurveda, Boutique hotels, and also cultural attractions.

All these attractions were filmed and the destination will be promoted on air via Kanal2 TV, through the TV show ‘’ Kaugele Siit’’ (far from here). The first episode of this programme is scheduled to be telecast for 45 minutes. This travel programme has 420,000 followers as their audience. Kanal2 TV was also the official Media partner for the Winter Olympics 2018, a Sri Lanka Tourism press release said.

The release adds: ‘The visitors were quite impressed with the 8-day tour which they had, enjoying every moment of their tour. They were equally mesmerized with the warm hospitality which they received from the Sri Lankans, which they are mostly renowned for. They enjoyed the traditional Sri Lankan cuisine, and the variety of dishes which they tasted. Nevertheless, they had the opportunity of exploring every attraction of the paradise island to convey the message to their fellow Estonians, that Sri Lanka is a unique travel destination which has everything in store for the enthusiastic traveler.

‘They also had a cooking demonstration by courtesy of Siddhalepa Ayurveda Resorts & Spas Wadduwa, and also a Yoga treat at the same venue. Visiting the Turtle Hatchery at Kosgoda , the Elephant orphanage at Pinnawala, going through a safari at Eco park was also another amazing experience which they had during their stay.’


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The Academy of International Business signs Memorandum of Understanding with the University of the Pacific



More than 50 students graduated this year from AIB

Academy of International Business Sri Lanka (AIB) held its second graduation at the Bandaranaike Memorial International Conference Hall with over fifty graduates successfully passing out. At the recent graduation, the business academy signed its MOU with the University of the Pacific.

The signing of the MOU is a major milestone for the business academy. The courses offered are DBA, MBA, and BBA top-up programs through AIB. Prof Liam, Rector – of the University of Pacific, expressed confidence that the program delivered by AIB will be very beneficial.

The event was graced by passed graduates, teachers, and lecturers, the ceremony was hosted by the chief guest and the regional director of ABE(UK) Dr Praveen Mahendran. “The ABE(UK) is one of the long-standing professional awarding bodies from the UK and AIB is proud to be associated with ABE and approved by the awarding body.

Hard work, competency and capability are the values that produce results, through the AIB and its programs these are achievable. Every student is encouraged to show their full potential”.

The distinguished guests were the Vice President of the BNI Pioneer Chapter, Dilan Fonseka. He emphasized, the importance of students gaining experience in entrepreneurial skills and business development by enrolling at BNI. AIB is a member of BNI, which creates multiple opportunities.

About the Academy of International Business: AIB is recognized for its management programs, digital marketing, marketing, and English language programs such as IELTS, and PTE. It’s widely popular among students in search of pursuing business and management courses.The Director of AIB Sri Lanka, Chrishankar Janathanan, expressed the institute’s commitment to providing the best quality education. It’s not only a center that is simply cornered to the education sector but also has focused its efforts on recruitment services and digital agency services.

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