1.
THE IMPORTANCE OF A STRATEGIC MARKETING
PLAN FOR SRILANKA AS A TOURIST DESTINATION
GROUP PRESENTATION
HND TTM– BATCH 001

2.
SRILANKA AS A STRENGTH
• GEOGRAPHICAL POSITIONING on the map
• HISTORICAL MONUMENTS
• VARIED CULTURE
• HIGH LITERACY RATE (92% as per ministry of higher education)
• COUNTRY’S GEOGRAPHY WITH MOUNTAINS,BEACHES
AND NATURAL FORESTS
• MORE MODES OF TRANSPORT IN CERTAIN AREAS E.G
KOGGALA

3.
COMPETITIVE ADVANTAGE WITH INDIA
AND MALDIVES
• LITERACY RATE
• GEMS
• CLIMATE CHANGES
• GEOGRAPHY
• AIRLINE TICKET PRICES
• LESS CRIME RATE
• EASY ACCESS TO PLACES

4.
RECOMMENDATIONS
• ABILITY TO ATTRACT MORE TOURISTS FROM OTHER
COUNTRIES
• REDUCE CORRUPTION AS MUCH AS POSSIBLE
• TRY TO MAKE THE LOCAL CURRENCY STRONG FOR
INVESTMENT
• GIVE STRENGTH TO THE LK PASSPORT

5.
OPPORTUNITIES FOR SRI LANKA AS
A TOURIST DESTINATION
• FASTEST GROWING DESTINATION IN THE REGION
• INCREASED PRIVATIZATION (Private Investment Opportunities)
• MEDICAL TOURISM
• DEDICATED TOURIST ZONES (Kuchchaveli (Trincomalee),
Passikudha (Batticalo), Madu Ganga (Bentota), Kalpitiya and Mirissa)
• VARIED ATTRACTIONS AVAILABLE
• SILK ROUTE BENEFITS
• OPPORTUNITIES IN DOMESTIC AIR TRAVEL
• LONELY PLANET, TRIP ADVISOR RECOMMADATION
• WORLD-CLASS HOTELS CHAIN ENTRIES (Shangri - La, Marriot,
ITC, RIU Hotels & Resorts, Hyatt and Movenpick)
• AIR TRAVEL HUB (Airport Development – BIA, MRIA)

6.
TOURIST AREA LIFE CYCLE

7.
WEAKNESSES OF SRI LANKA AS A
TOURIST DESTINATION
• LACK OF INFRASTRUCTURE/TECHNOLOGY.
• HIGH TAX STRUCTURE IN THE INDUSTRY.
• LACK OF SAFETY AND SECURITY SERVICE FOR
TOURIST.
• ABSENCE OF ONSITE INTERPRETATION/EDUCATION
SPECIALISTS.
• INEFFICIENCY OF DOMESTIC AIR TRANSPORT.
• LACK OF MAINTENANCE OF MONUMENTS, FORTS ETC.
• POOR CUSTOMER SERVICE.

8.
THREATS OF SRI LANKA AS A
TOURIST DESTINATION
• NATURAL DISASTERS
• CLIMATE CHANGE.
• TERRORISM.
• NEGATIVE TRAVEL ADVISORY.
• POLITICAL ISSUES.
• ECONOMIC SLOWDOWN.
• TOURISM-DRUG AND SEX.

9.
THANK YOU
SOURCE: LECTURE NOTES & INTERNET