Sri Lanka Tourism Development Authority

Market Publicity

News Paper

The role of media locally & internationally plays a major role in promoting the tourism industry. When estimating media, its reach and influence, it is imperative to remember that the smallest news item could cause wide publicity, and consequently, positively or negatively create an impact in the industry. Moreover, a strong correlation between the political developments, media coverage, and the tourism industry, exists.

Historically, many incidents and crises have been unnecessarily tagged as “catastrophes”, purely due to poor communication strategies, lack of crisis management plans, and the poor handling of the media.

When dealing with the media, it is important that the news article resists labelling, generalisations, and misconceptions for the sake of correct and accurate information.

Due to demographical changes, today’s traveller is more culturally sensitive, educated, experienced, and adventure-oriented. Hence it is important to allocate increased amounts for tourism promotion and media-related activities.