(Two groups of elite travel writers and influencers from Russia and Ukraine were invited and moderated by Sri Lanka Tourism)
Targeting an immediate promotional boost to potential Russian and Ukrainian winter vacation seekers, Sri Lanka Tourism organized a massive media and influencer promotion during the months of November / December 2021, as well as media delegations. / top influencers with a combined media reach of 12 million. audience (in total circulation and in subscriptions) covering both countries. Considering the current global travel trends, this should be an important strategic decision for tourism in Sri Lanka for a rapid recovery.
Due to pandemic concerns, travelers are reluctant to book early in advance and much prefer to make quick travel decisions by analyzing the latest travel updates and recommendations. In light of these ‘new normal travel patterns’, the organization of last minute media promotions will strategically position the island as a top vacation destination when planning the last minute winter vacation for 2021 / 2022.
With the exception of all CIS countries (where Russians travel mainly for work and to visit relatives), Turkey is the most popular country for Russians (as well as Ukrainians) by a margin significant. 3.9 million Russian tourists visited the country in January-September 2017 and nearly one million more (4.9 million) during the same period in 2018. Besides Turkey, the most popular countries among the Russian tourists are: China, Thailand, Spain, Greece, Italy, Cyprus, Germany, United Arab Emirates and Tunisia.
According to “Visa,” the international payments company released its Visa Global Travel Intentions Study and revealed how much money people in different countries spend on travel. Between 2016 and 2017, Russian travelers spent $ 1,676 per trip, more than European travelers who spent $ 1,174. At the same time, 51% of the budget is spent before the trip, and 49% – at the place of destination. 70% of Russians use bank cards when planning their trips (www.tourism-review.com). In 2020 alone, more than 12 million Russians travel abroad, a decrease of 45% from the previous year in 2019- (around 19.8 million in 2019) and 2.1 million tourists were visiting Turkey.
These eleven (11) very prolific travel writers (representing key media publications) and travel influencers (Instagram and YouTube) were invited to Sri Lanka from November 21 to December 8 to raise awareness about the reopening of Destination Sri Lanka for international tourists. from October 1st.
Some of the key guest publications are: Vogue-Ukraine: https://vogue.ua/,
Harper’s Bazzar – Russia: https://bazaar.ru/, Total Escape – Ukraine: https://escapemgz.com/,
Areoflot Inflight Magazine – Russia: https://www.aeroflot.ru/ruen/information/onboard/entertainment.
Also, famous Ukrainian travel bloggers and Instagramer Yana Usipava (539,000 followers on Instagram – Link: https://www.instagram.com/yana_osypova/) and Maxis & Olha Uzol from the popular travel vlog YouTube: https: // www.youtube .com / channel / UCwv4Vw-oa1cTPd4sfvDuSJw were also part of the media promotion and influencers of Sri Lanka Tourism.
According to Ms Maria Alikhanova Golikova Director of Tourism at Aeroflot In-flight Magazine
âWhile popular high-end destinations for Russians like Italy, France, Bali (Indonesia) are still waiting to accommodate Russian travelers, there is a greater opportunity for emerging destinations like Sri Lanka to attract the attention of the market. Since there is now a direct air connection, Sri Lanka can be easily positioned as the premier tropical travel option to consider over the coming 2021/2022 seasons.
To add to this, Ms Maria Kudimova, editor-in-chief of Ukrainian travel magazine Total Escape, said that âBy combining incredible beaches with wild safaris, breathtaking highlands, rich local cuisines, Sri Lanka has all the elements to become the perfect island vacation destination for Ukrainian travelers. “
Ms Maria Kudimova, Editor-in-Chief of Ukrainian Travel Magazine Total Escape, Try Sri Lankan Shrimp Curry at ANI – Resorts, Dickwella.
Popular Ukrainian travel influencer Ms. Yana Osipava invited all of her virtual fans to explore Sri Lanka, saying:
âThis is my first time in Sri Lanka and I was so excited to witness beautiful beaches, great hotels, wild elephants and heritages such as Sigiriya Rock Fortress.
(Ms Yana visiting a turtle hatchery in Kosgoda)
According to Ms. Yulia Markovchina, Director of Public Relations at La Bibliotheque-Russie:
“Sri Lanka has so much to offer in the Russian and Ukrainian upscale travel market and potential luxury travelers are still not fully aware of the destination”
The two media and travel influencer groups have traveled separately around the island, covering Koggala, Dickwella, Yala, Nuwara Eliya, Kandy, Habarana and Colombo. Local tourism and hospitality industry partners including ANI Sri Lanka Resort -Dickwella, Amaya Resorts & Spa (Langdale Boutique Hotel by Amaya), Jetwing Yala Hotel, The Fortress Resorts & Spa, The Galle Face Hotel, The Theva Residency- Kandy, Cinnamon Hotels & Resorts and Table by Taru have partnered with the Sri Lanka Tourism Promoion Bureau to undertake the destination promotions.
Wild safari in Minneriya National Park by Maksym Uzol from the YouTube channel UZOL ET MANKO
Guest media and travel influencers will expect to share the unique experiences Try had in Sri Lanka with their millions of audiences seeking travel to Russia and Ukraine and invite them to explore Sri Lanka as their next travel destination. their list of choices.
Overall, with the pandemic lockdown and travel restrictions milestones, Sri Lanka Tourism has continued to undertake various travel media and influencer related promotions for ‘Keep The Sri Lankan Holiday Dream Alive’. A total of 24 international media staff and travel influencers have been facilitated in Sri Lanka over the past 11 months and have reached over 25 million global audiences through various online news articles, YouTube vlogs, Instagram and Facebook posts, etc. The main source markets focused on including India, United Kingdom, United Arab Emirates, Russia, Ukraine, United States and Canada and Norway. As part of Sri Lanka Tourism’s guest journalist and blogger programs over the 2021 period, the destination Sri Lanka has been featured in numerous online news channels and social media platforms. Approximately more than 500 online and social media posts have been created about the destination Sri Lanka.
Sri Lanka was featured on BBC.travel in May 2021
Authentic Sri Lankan Food Culture Promoted Via YouTube In July 2021
Sri Lanka reopens for Int. Tourists and Bio-Bubble trips
Contact: Public Relations Division
Sri Lanka Tourism Promotion Office 80, Galle Road, Colombo 03. 94 112 426 900, [email protected]