© sO SRILANKA Sri Lanka Tourism Promotion Bureau Scie seice ition act | Senenn etoomtame tae Unfund nae of Tourem Davecoent, Wis & Crisn ious Afar 10 July 2019 Graular tothe industry POUCY OW JOINT PROMOTIONS WITH! TOUR OPERATORS YVALIDITY PERIOD i" OCTOBER 2019-30" SEPTEMBER 2020 ‘his I to Inform you that @ decison has been taken by the Board of Management of SLIPS and subsequently by the Cablnet of Ministers to support overseas tour operators fora joint marketing campaign during of" October 2019 ~ 30" September 2020. The proposals ate called from respective {our operators through ther local DMCs who ffl the below criteria, +The respective local DMC should be registered with Sr Lanka Tourism Development Authority (LTDA) and had paid Tourtsm Development Levy (IDL) during the last tree years (2016, 2017, 2018) + Anyoverseas tow operator who generated a least 250 pa during 2018 to Sr Lanka i eile to ‘seek support for joint marketing and promotional activities in selected source markets. ‘© Each Tour Operator should submit the preceding thre years of total pax generated to Sri Lanka (2016, or7and 2018) certified by the local DMC for respective yar. ‘+The numberof tourists generated by each tour operator is taken into account in calculating the _amount of promotional funds to be granted “ach pax generated wi be equivalan to funding of USE 10 from SLIPS Eg: A Tour operator whe commits to generate 1,000 passengers daring the period under review willbe eligible for marketing support worth of USO 1,000 by SLIPS. With the equa funding of USD 1,000 by he Tour Operator a total campaign worth of USD 20,000 canbe jointly cared For further deta, pease refer the attached policy document. ‘Any Interested operator could send thelr proposals as per the attached submission frm through the: local DMCS adresse to Charman, Sl Lanka Tourism Promation Bureau, No. 8, Calle Road, Colombo (03 and hand ove to Ms. Privanga Subashini a Marketing Division, Proposals via email wil not be accepted and kindly mark “JOINT PROMOTIONS WITH TOUR ‘OPERATORS- County” onthe lefthand comer ofthe envelope. The deadline to submit the proposals wil be on or before 15" August 209. For any clarfcatons, please contact Ms. Madubhani Perera Director/Marketing, by emailPOLICY ON JOINT PROMOTIONS WITH TQUR OPERATORS. wi = BER 7020 (1. Background & Rationale 54 Lanka Touram received 233 milion overseas vistors in 2018 and eames foreign exchange revenue of US$ 4.4 blion. However, a larget of mn overseas vistors and reverie of USS 7 bitter by 2020 was set a par the Tourer Strategic Pan 2017 2000, Given the curent situation after 21" April incident, itis recommended that joint promotions with {our operates to be implemented as @ recovery svalegy that would boost tne tourist aval Shi Lanka in the short term Iti observed that Sri Lanka's competttve destinations such as Thalland, Malaysia and Singapore drecty enter to such joint promotional actives with Tour operators to attract ours ‘rom key markets. In the proposed intatve, the focus wil be on top 16 source marketsRegions for ri Lanka to leverage on curentvisbty, long term presence and potential for conversion. Further hs can Induoe direct air connect for schedued/charer operations tha much needed, 02, Objectives of Joint Promotion 2.4 Teachieve @reasonabie growth in the tourist arrivals to Sri Lanka 22 To-attrac higher spenting vistors and to provide experiential and memorable tours of ‘authentic and diverse in compact destination including niche experiences. 23 Toputin place an effective promotional instrument which is capable to enhance the Current grow rate of aval 23:1 To increase arrival of overseas vistors pariculaty during the prevalent low occupancy Period which incudes May to July and September to November. 03, Guiding Principles 3.1 Establish a transparent and outcome-based pale intative ta jointy promote the destination with overseas tour operators based on + Integrity. and financial standing of the Tour Operator (collaboration should be purposeful, ‘+ Disclose mutualy consented information an maintain the transparency in all related ‘ransacions by respective Tour Operators ‘32 The proposed joint promotional intiatve should induce to commence addtonal/new scheduledichartr fight operations to Si Lanka, '33-The proposed joint promotional strategy/plen should widen and deepen the vsbilty of Sri Lanka in Europe, Asia and other Midis Easter counties substantial 3.41 required, separate proposals can be submited by tour operators for each county. Page 10f404. Eigbity 41 The respective local OMC should be registred wih Si Lanka Tourism Development ‘Authority (SLTOA) and had pald Tourism Development Levy (TDL) during the last free. years (2016, 2017, 2018) ‘42 Aay oversees tour operator who generated atleast 250 pax during 2018 to Si Lanka is tefigile to seek suppor for joint marketing and promational aces in selected soutee markets 4.3 Each Tour Operator should submit the precoding the years of ttl pax generated to ‘ii Lanka (2016, 2017and 2018) certified by te local DMC for respective year 44 The number of tourists generated by each tour operators taken into account in calalating the amount of promationa funds tobe granted 45 Each pax generated willbe equvalentte funding of USS 10 from SLTPE. Eg A Tour operator who commis to generate 1,000 passengers during the period Lunde review vl be eligible for marketing support werth of USD 10,000 by SLTPB. With ‘the equal funding of USD 10,000 by the Tour Operators total campaign wort of USD. £20,000 can be jon carted out ‘95 Countries to be covered 5.1 Tour Operators promoting Sri Lanka inthe primary markets and secondary markets will be ‘onsidered for this joint promotion - UK, Germany, France, Russia, Ukrane, lia, Benolux (Belgium & Netherlands), Scandinavia (Norway, Sweden, Finland , Denmark ) Austral, Inca, China, Japen, Korea, GCC Counties ( UAE, Saudi Arabia, Oman, Qatar, Kuwal, Batya), Israet 96.Budnet Allocation 6.4 SLTPB wil iniay alocate a budget of LKR. 150 mn. out of 2019 Budget for this joint Prometion and budget wil be further enhanced required with the approval of Cabinet of Mristers 7 Funding 7 7.4 Tour Operators who are eligible under above cfr could submit ther proposals through ther local DMG adcressed fo the Chatman. S Lanka Tourism Promotion Bureau on of before 18" August 2018 which i the deadino to submit the proposals. The proposal should contain the falloning A brie profle about the Tour operato- and its business and customer base Proposal should contain a promotional strategy and a plan of acvies/celverables Breakdown of acvies ofthe campaign with tmotines Cost ofeach activity wth monthiyquarerty cashflow requirement Expected targets in arrivals and yield Ctner proposes key perlormancs campaign measures No. of ints generated in 2016, 2017 and 2018 Page2 of 4General {81 Relevant information shouldbe filed by bth DMC and foreign tour opeatorin the ‘submission Form as indcated in page 4) 182 The propoced cost details should be indicated in USS only. 8.3. Allproposals wil be evaluated bythe project commitee appointed by Cabinet of ‘Mirsters and approval wil be given fr actives that wil be mutualy beneficial for bath paris. 84 The Project Committee has the right to decide on maximum ceiling amount of the campaign valve per tour operator and also has the right to reject any proposals which fare incomplete and non compliance wit the criteria, 185 The agreed promotional activites should be implemented within th time frame agreed foreach proposal dung the relevant period (1 October 2018 — 20” September 2020), 88 A TH Pary agreement to be signed among the tour operator, local DMC and SLTPE Prior to implementation ofthe proposal 87 SLIPS will not be responsible fnancialy or otherwise for ary campaigns commenced without is wren consent 88 All communicating materials should festure “Se Lanka ‘preferably with °So Sri Lanka’ brand 189 Vieuals should not contain any thing that may bring disturbance to Sri Lanka culturally, ‘socially or paltically 18.10 Direct Contact person of tour operator at base should be submited 8.11 Callto actions - any links or website featured in any activites, 08, SLTPE shall require the following documents when setting the final Invoices after tho ‘compietion ofthe eampaign with achieved target arrivals: Invoice fm tour operator Proof ofall marketinglcommunication actives carted out (e.g, copies of dct ‘mailers, pamphlets, posters, paper acs et) ii, Certifeation from DMC with regard to no. of pax generated by the tour operators ‘ring the period under consideration and certicaton of inward remittances Iw. Reopy of the signed contract 1 any tour operator was unable to fulfil the commited target arivals within the prescribed perod, SLTPB will be abe to sete the invoice towards the makeing activites on proportonate basis £29 If tour operator was unable to achiove 2 commited target of 1,000 pax (actully generated ‘only 800 pax), SLTPB wil be setting payments ony upto USS 5,000) [Any termination ofthe eonract shall amount SLTPB not fo proceed with any balance payment ‘wth respective Tour Operator’ inluting actvtes ready conducted Page3 of 4‘SUBMISSION FORM Joint Promotions with Tour Operators 2019-2020 A. To be fled by the Local DMC [ Name of te Local DMC in Sri Lanka 'SLTDA Regisisred No ofthe DMC 'No. ofpax generated by tour peratrin 2016 No of pax genoa by tour operatorin 2017 [No- of pax generated by tour operatrin 2018 | ~ “Total TDL pad by OMG - 2018 Total TDL paic by OMG - 2017 Fetal TDL paid by OMG - 2018 = 8. Tobe filled by the foreign tour operator ‘Name of the tour operator [Profle of fe company (atch separately) Tut count cary oe capac pax 1/10/2019 = 30872020 I il ln erg eee Expected sontibuton From SLTPB. . Commitment of Aiines (Optional) [Name ofthe Aine eats reserves caine it D. Print Electronic Media No | Maraing | Medium [No.of Tei Gostto [Coat to | Remarks ‘Acity PrnvBlectoni | eeuation? |costof tour | SLTPB ‘iewership |the | operators aciviy | USS uss. uss E. Digital and Social Media No | Maraing "] Medum | Noo ewe | THT_— [Coste Actnty actvty | USS uss Coat lke ete. |costof tour | SLTPB. the [operators | USS Remaris 7 3 requ dt Sra ons depandig on the propose Page 40f4