SriLankan Airlines launches tourism drive in Italy
-Mar 31st, 2009

SriLankan Airlines has launched a marketing drive in Italy to promote the twin destinations of Sri Lanka and the Maldives among Italian tourists, following the airline’s recent re-launch of flights to the southern European nation.

Sri Lanka’s National Carrier actively participated in the BIT Travel Mart in Milan last month, one of the world’s largest travel fairs, which drew 153,000 visitors and 5,000 exhibitors from 140 nations. The Sri Lanka Tourism Promotions Bureau and members of the Sri Lanka Association of Inbound Tour Operators (SLAITO) also participated in the event from February 19-22.

Kaushal Seneviratne, the airline’s Regional Manager Europe, North America, Middle East & Africa, said: “We want Italian tourists to know that we are back in Italy. Our participation at BIT was very successful, and a large number of Italian tour operators will begin featuring Sri Lanka and SriLankan Airlines’ services in their brochures. We expect significant Italian tourist traffic to Sri Lanka starting this summer, and also on SriLankan Airlines through Colombo to our other destinations, especially the Maldives.”

The National Carrier is closely supporting the Government’s plans and policies to revive tourism and investment in Sri Lanka, which has traditionally been a popular destination among European tourists.

It was the first time that SriLankan took part in this fair since 2001, underlining the airline’s determined efforts to capitalise on the Italian leisure travel market. Italy is one of the largest origins of tourism into the Maldives. SriLankan offers fast connections via Colombo to the Maldives, where it is the largest carrier.

SriLankan re-launched services between Rome and Colombo last December, and now operates a thrice-weekly service on Airbus A340 widebodied aircraft on Wednesday, Friday, and Sunday.

Seneviratne said: “Our flights are already highly popular with the approximately 100,000-strong Sri Lankan community in Italy, and also with Sri Lankan Catholics on pilgrimage to Rome. And through these new marketing efforts, we expect to tap into the Italian tourism market. We are now planning a series of road shows in cities such as Naples, Salerno, and Palermo to further enhance awareness of Sri Lanka and the airline, and we also intend arranging familiarization tours to Sri Lanka for selected Italian travel agents.”

“The presence of the SLTPB and members of SLAITO made it easy to have comprehensive discussions with Italian operators and tailor-made tour packages on the spot,” added Seneviratne.

Sri Lanka’s award-winning carrier now has a network of 41 destinations in 25 countries throughout Europe, the Middle East, Subcontinent, and the Far East.