Sri Lanka recently welcomed its 100,000th visitor from China, reflecting surging arrival trends since local authorities stepped up a campaign to attract the Chinese.
Visitors from there to Sri Lanka have soared in the past four years from just 10,340 in 2010 to the 100,000 mark. Chinese arrivals in January to September 2014 saw a 141 per cent jump to 94,994 against the 2013 corresponding period.
“There are three elements that are attracting the Chinese to Sri Lanka: This is a peaceful country and it is very green, the people are friendly and there is a lot of wild life and beaches,” noted Bhaswara Gunaratne, Chairman of Sri Lanka Tourism (SLT). He said SLT did many promotions in China over the past 18 months which are paying dividends and arrivals should “easily peak over 120,000” by the end of the year.
From nowhere, China has risen to the third highest source country in tourism. Sri Lanka’s largest source, India represented 170,671 arrivals in January-September 2014, the UK – 107,330 and Germany 75,133 in the same period with all markets recording growth rates between 4 to 27 per cent, un-comparable with the unprecedented 3 digit growth from China.
Shafraz Fazley, Managing Director of Viluxur Holidays-Sri Lanka, while agreeing that SLT promotions have helped boost arrivals believes social media and blogs have played a bigger role. “Chinese visitors take pictures and put it on blogs and that attracts their friends. Sri Lanka’s attraction is essential gems, mountains and culture,” he said adding that during a 7night trip, the visitors are often on the road.
“They stay a night here, a night there – rarely two nights in one place,” he said, noting that buying gems is one of their fantasies.
Viluxur, which has a huge market share in the Maldives also for Chinese visitors, has so far handled 1,000 Chinese guests this month up todate (this week) and 700 last month.
“Travel is all about space – spaces to relax in, to enjoy, and most of all, experience”, believes Ishanth Gunewardene, Head of Sales and Marketing for Jetwing.
An idea embraced by Jetwing over the past four decades, ‘creating spaces’ is now the foundation of a novel and innovative campaign launched to firmly affix the spotlight on the rich diversity of Sri Lanka as a Wonder of Asia, the company announced this week.
At its core, Jetwing is steeped in family values and an undying love for Sri Lanka – a land blessed in abundance. A family owned company completely focused on the leisure industry, Jetwing was founded in 1973 by visionary Herbert Cooray, with the opening of the Blue Oceanic Beach Hotel (now Jetwing Blue) – opening with just six rooms of a planned 50. The Jetwing brand now counts over four decades of experience in the tourism industry and a portfolio of over 22 properties.
With travel and tourism undergoing global changes, especially the shift from the traditional tourist sightseeing to a more informed traveler driven by the promise of authentic experiences, Jetwing now focuses on the core message of the brand – “why do we do . what we do?” through a bold new campaign.
“Sri Lanka is a land blessed with a multitude of diverse experience; and today’s travellers are on a journey of personal discovery. What we wanted to bring out is simply this: Jetwing creates the spaces to experience the best of Sri Lanka. These spaces relate to locations, subtle encounters, breathtaking vistas, exceptional architecture and accommodation, to experiencing culture and local communities, to observe diversity and aid discovery. Spaces that make you feel at home, that celebrate heritage, that make you feel one with the environment and nature all of which facilitates a deep connection to the destination, its people and culture. These are the spaces in which we see the true experience and potential of tourism and travel to flourish, and these are the spaces that Jetwing offers at world class standards,” Mr. Gunewardene told the Business Times.
The campaign will be rolled out in October across print and digital channels in Sri Lanka as well as internationally, with all collateral heavily focusing on Sri Lanka; from her warm hospitality, unique destinations, and rich opportunities for discovery perfectly executed through Leo Burnett Solutions; the agency commissioned with managing the Jetwing brand.
Sri Lanka Travel Feneteko