In the unique partnership between the key agencies that take Sri Lanka to the world- tourism, tea and Sri Lankan will spruce the current $61 billion dollar nation brand to achieve the targeted $80 billion dollars. The event grounded on the concept of Ceylon Tea will showcase to the world on all media (traditional and Online) the Guinness Record initiative by plucking 3000 kilograms of tea at Pedro Estate with the help of 200 foreigners and serving 35,000 cups of tea at the Esala Perahera which will take Sri Lanka into the Global map across the world said Chairman Sri Lanka Tourism Promotions Bureau Rohantha Athukorala.
This must be supported by the launch of the global branding and promotions campaign on tourism after a lapse of 6 years which is now at ‘short list’ stage with where top seven global advertising agencies are in the running he emphasized.
Sri Lanka Tourism will cross $3 billion dollar net receipts in 2015 and the new advertising campaign will help the Sri Lanka positioning on the proposition of the DNA – diversity, compactness and authenticity which will help the overall objective of attracting the $250 dollar tourists rather than just going after arrivals said Athukorala. The private sector partners to the Guinness record bid are Basilur, the global tea brand and household business brand Maliban that will be the new ethos of the government on the Private-Public -People partnership to building brand Sri Lanka he voiced.
Research indicate that when a countries brand value pegs up the quality of investments increase whilst the quality of tourists that it can attract also increase whilst the export market country mix also tends change which is what Sri Lanka needs to do said Athukorala.