3. 4 Improving domestic tourismWhil

3. 4 Improving domestic tourism
While looking to the foreign tourists to generate additional foreign income to the country we cannot neglect the increasing demand from domestic tourists whose per capita income is on the rise. With the increasing demand for better quality hotel rooms the pricing structures in the hotel trade are bound to increase and this can have a negative impact on domestic tourism. Hence the Government is currently looking at a few alternatives to facilitate domestic tourism

• A greater involvement by the government agencies in investing into and managing the rest houses, which are currently, leased to the private sector individuals. A government company with some shares issued to the public will be formed to manage these properties.
• Effective utilization of the circuit bungalows owned by various government ministries and line agencies. Once upgraded to the required standards these bungalows can be marketed through a common marketing unit or Sri Lanka Tourism website where a rooms booking engine is already in place.
• Creation of greater awareness of lesser-known attractions using different media accessible to the domestic tourists. The “ Narabamu Sri Lanka’ TV documentary series narrated by the artiste Jackson Anthony was one such initiative of Sri Lanka Tourism.
3.5Contributing towards improving the global image of Sri Lanka
Sri Lanka Tourism is making arrangements to utilise the resources at the foreign missions more effectively for the promotional work. The following initiatives have been taken in this regard:
• All foreign missions have been briefed on the ‘Visit Sri Lanka 2011’ program
• Foreign missions have been requested to take initiatives in
1) building a closer rapport with international media, identifying journalists who could create the most significant impact in the respective markets and arrange them to participate in our ‘visiting journalists programs,
2) establishing links with major tour operators in the respective countries and promoting the country and at the same time helping them build links with local tour operator companies
3) promoting tourism related investments opportunities in Sri Lanka amongst potential investors
• Sri Lankan Airlines to act as a joint promotional agency, as they already have a presence in many overseas markets with trained staff to promote the focused markets where Sri Lankan has a strong brand presence.
• When promoting Sri Lanka it is important for all line agencies to work within a common theme and also to share resources as much as possible. For example Sri Lanka Tourism, Sri Lankan Airlines, BOI, EDB, Tea Board, Gem&Jewellery Authority and other line agencies who are involved in international marketing are to be worked together to achieve the best synergies.