Red Apple Travel P Ltd (RAT), WHICH represents Tourism Myanmar, has recently tied up with Lankan travel giant Sun Lanka Tours P Ltd to launch a new company called Sun Lanka Holidays, India. According to Suneet Goenka, managing director, RAT, this joint venture brings with it added advantage to the Indian travel community, floating the lowest and most competitive due to tour costs to Sri Lanka.

Suneet Goenka

When questioned on why the sudden interest in Sri Lanka, Goenka replies, “We are the representatives for Tourism Myanmar in India and have been closely working with the large and medium level tour operators in India for the same. Broadening our portfolio of destination marketing, we are delighted to add an exotic yet fairly unexplored product such as Sri Lanka to our fold. Particularly because Sri Lanka is rich in potential for both Indian tourism and MICE segments.”

Sun Lanka Tours P Ltd is reportedly one of the largest inbound operator in Sri Lanka and have been in the industry for more than a decade generating large volumes from the European market. Says Goenka, “Sun Lanka Tours wanted to enter the Indian market for a long time and was looking for a strategic alliance. They needed to partner with a company that was typically into destination marketing but not a retail travel agent or tour operator. The profile of RAT served their need, creating a synergy that will work to the advantage of the Indian outbound market.”

According to Goenka, the joint venture brings down tour costs to Sri Lanka. “Our tour costs would be the lowest and most competitive in the market not compromising on the level of service. Besides, the tour operators can look at instant confirmation and immediate feedback for quotes, ad hoc requirements etc. thereby reducing their operational and communication expenses. Since Sun Lanka Holidays will not retail to end consumers, there will be no possibilities of these rates floating in the market. The scope to mark up commissions will also be much higher for tour operators,” informed Goenka.

Sun Lanka Holidays will be reportedly working closely with the tourism board of Lanka and the Lankan ministry of tourism. On future marketing strategies, Goenka says, “We will join our efforts in generating higher awareness and visibility of Sri Lanka in the Indian market. Besides providing the required colaterals to the tour operators, we are soon embarking on a four city roadshow starting with Mumbai, followed by Delhi, Chennai and Bangalore. We will also participate in the forthcoming World Travel India (WTI) exhibition come February 2004.” Adds Goenka, “The company is looking at promoting new and comparatively unexplored destinations in Lanka like the Coral Reefs in the southern part of the island where infrastructure like glass boat excursions are underway. Adventure activities like parasailing, white river rafting, kayaking etc can also be conducted in that region. Interesting cultural and heritage tours of Lanka will also be undertaken.” The launch of the first Indian restaurant in Kandy are also part of their expansion plans.