Five companies bid to manage 5-year global digital tourism blitz

  • TEC sent recommendations to the Contracts Committee appointed by the Cabinet
  • Agencies will be appointed by September to launch the global campaign from January next year
  • Govt. launch an international tender next month to appoint 8 DRCs in key source markets and 8 PR agencies in secondary markets

By Charumini de Silva


Five parties have submitted bids for three Sri Lanka Tourism tenders to manage a five-year global promotion on digital platforms with the aim of attracting more tourists from next year.

In February, the chairman of the purchasing committee appointed by the Cabinet of the Tourism Ministry issued a tender to agencies for a “digital marketing company for social media and other forms of online and digital marketing”, as well as for a “Campaign Development and Management Unit”, facilitate Sri Lanka Tourism’s 2021-2025 global communication campaign on behalf of the Sri Lanka Tourism Promotion Bureau (SLTPB).

The aim of the proposed integrated global marketing blitz is to promote Sri Lanka as a tourist destination and achieve the national sector goal.

The offers were closed on March 31 and the offers are being evaluated by the competent committees.

“There are three things to assess in this RFP: the campaign management unit, the creative agency, and digital and social media marketing. The Technical Assessment Committee (TEC) made recommendations to the Contracts Committee appointed by the Cabinet. The procedure will be finalized in the coming months, ”SLTPB Director General Madubhani Perera told Daily FT.

She said they would appoint the agency in early September to launch global promotions by January 2022.

Bidders were required to be duly registered as a legal entity and have an operational office in Sri Lanka with at least five years experience in social media and other forms of online and digital marketing.

The company must also have a proven track record in managing at least three social media accounts and other forms of online and digital marketing worth over Rs. 50 million (each project) for clients. local or international in the past five years. In addition, the company should have had a minimum annual turnover of Rs. 50 million over the past three years.

The Campaign Development and Management Unit will serve as the Campaign Manager to develop and implement the 2021-2025 Global Communications Campaign, working with Destination Management Companies (DMCs), a creative agency and a digital agency on behalf of SLTPB.

Perera also said the government hopes to launch 16 international bids by next month, to select eight representative destination companies (DRC) in major supply markets and eight public relations (PR) agencies in secondary markets in as part of the five-year global promotional campaign. .

According to her, the eight tenders will be launched for the DRC in the United Kingdom, Germany, France, India, China, Russia, Australia and the Gulf States (GCC), while the eight Further tenders will be launched to appoint PR agencies in secondary markets such as Japan, Korea, Spain, Poland, Italy, Nordic countries (Denmark, Finland, Iceland, Norway and Sweden), the United States and the countries of Eastern Europe (Ukraine, Kazakhstan, Latvia, Lithuania and Estonia).

“Documents for the 16 tenders are being prepared, with plans to open bids by next month,” she added.

Effective global promotion is a long-standing need for the tourism industry, as Sri Lanka last hosted a concerted exercise six years ago.

In February, Tourism Minister Prasanna Ranatunga also separately appointed a high-level steering committee of nine members for the strategic management of the global promotional campaign. The committee is responsible for ensuring a successful global campaign to promote tourism in Sri Lanka by providing the necessary guidance to SLTPB for the campaign planning and monitoring process.

Tourist arrivals in the first five months were recorded at 15,294 people, down 97%, after the country’s borders opened on January 21 to revive international tourism.

In May, tourist arrivals were recorded at 1,497 people, with Europe becoming the month’s largest source market. That figure was despite a 10-day ban on international passengers in May due to the increase in COVID-19 cases. In April, there were 4,168 tourists.


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