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'It's a great opportunity for tour operators'

Clark added he believed “the average person on the street” didn’t understand the situation on the ground in Sri Lanka.

 

“They’ve just got an idea that Sri Lanka has got a bit of a question mark over it at the moment,” he said.

 

“That’s why it’s a great opportunity for tour operators. Talk to your DMCs, partners, hoteliers – there are so many great stories to communicate.”


However, Clark warned against heavy discounting. “There are some awesome deals out there at the moment [to the end of October] and hoteliers have pushed hard to give a short-term boom,” he said.

 

“We’ve got to pass on the savings to the consumer, but we should be a bit careful about a price-led strategy. We shouldn’t be slashing prices all over the place.


“Sri Lanka is great value but at the higher end. We should be matching price-led marketing with marketing that says ‘it’s great to support Sri Lanka and get out and tour it’.”

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