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Brand journalism has emerged as a powerful tool for tourism businesses to engage with modern travellers, especially within Sri Lanka’s rapidly evolving tourism industry. Blending corporate messaging with journalistic storytelling, brand journalism enables tourism brands to forge stronger connections with travellers, offering authentic and inspiring narratives that go beyond traditional promotional content. This article examines the growing influence of brand journalism in Sri Lanka’s tourism sector, highlighting its role in shaping brand perception, fostering trust, and driving consumer engagement. Through case studies, theoretical insights, and an exploration of the digital transformation in Sri Lanka, the paper underscores the transformative potential of brand journalism in enhancing the visibility and appeal of the country as a premier tourist destination in the global market.
Sri Lanka’s tourism industry has long been a cornerstone of the nation’s economy, contributing significantly to its GDP and employment. The country’s diverse attractions, ranging from ancient ruins and tea plantations to pristine beaches and wildlife sanctuaries, have made it a sought-after destination for international travellers. However, the dynamics of tourism marketing have shifted considerably in recent years, driven by the rise of digital technology and changing consumer behaviours. Traditional marketing strategies, such as print advertising, television commercials, and promotional brochures, are no longer sufficient to engage modern travellers who seek authenticity, transparency, and a deeper connection with the destinations they visit. This evolution has paved the way for brand journalism, an approach that integrates storytelling techniques from journalism with the objectives of corporate branding. In the context of tourism, brand journalism enables companies to craft compelling narratives that resonate with travellers’ aspirations, emotions, and values, ultimately driving stronger engagement and loyalty. In Sri Lanka, where the tourism industry is deeply intertwined with the country’s cultural and natural heritage, brand journalism presents a unique opportunity to elevate the nation’s appeal by telling stories that inspire and captivate potential visitors. This article explores the role of brand journalism in Sri Lanka’s tourism industry, highlighting its effectiveness in fostering trust, enhancing brand perception, and creating meaningful connections with travellers.
The Concept of Brand Journalism in Sri Lanka’s Tourism Industry
Brand journalism represents a shift in how tourism brands communicate with their audience, moving away from traditional promotional content toward a more narrative-driven approach. In the Sri Lankan tourism industry, brand journalism has become an essential tool for highlighting the country’s rich cultural heritage, diverse landscapes, and unique travel experiences. By focusing on storytelling, tourism brands can create content that not only promotes their offerings but also engages travellers on an emotional level. For example, instead of merely advertising a hotel or resort, a tourism brand might share the story of a local artisan whose craft has been passed down through generations, providing travellers with a deeper understanding of the cultural significance of their destination. This narrative-driven approach allows tourism brands to connect with travellers in a more meaningful way, fostering a sense of trust and loyalty that goes beyond the traditional transactional relationship. In Sri Lanka, where the tourism industry is characterized by its unique blend of history, culture, and natural beauty, brand journalism provides an opportunity for brands to differentiate themselves in a competitive market by telling stories that resonate with travellers’ values and aspirations.
In Sri Lanka’s context, brand journalism in tourism also serves to convey the island’s stories to a global audience. Whether it is through videos, blogs, social media, or podcasts, tourism brands are tapping into the power of digital storytelling to showcase Sri Lanka’s hidden gems, cultural festivities, wildlife, and wellness experiences. These stories often go beyond promoting a destination—they evoke emotions, ignite curiosity, and give travellers a glimpse of what makes Sri Lanka unique. By weaving narratives around the experiences that travellers will encounter, from the ancient rock fortress of Sigiriya to the surf-friendly beaches of Arugam Bay, brand journalism creates an inviting portrayal of Sri Lanka as a destination filled with adventure, discovery, and serenity.
Brand Journalism vs. Traditional Tourism Marketing
The transition from traditional tourism marketing to brand journalism reflects a broader shift in the way travellers engage with brands and make decisions about their travel experiences. Traditional tourism marketing often focuses on direct promotional tactics, such as glossy advertisements, discounts, and deals that encourage travellers to book their trips. While effective in certain contexts, these methods tend to prioritize short-term sales over long-term engagement and loyalty. Brand journalism, on the other hand, places the traveller at the centre of the narrative, creating stories that highlight the human experience of travel. This approach is especially relevant in the tourism industry, where travellers are increasingly looking for more than just a destination—they want meaningful experiences that connect them to local cultures, communities, and environments.
In Sri Lanka, the distinction between traditional marketing and brand journalism can be seen in the way tourism brands approach their messaging. Traditional tourism marketing might emphasize the physical attributes of a destination, such as the luxury of a hotel or the beauty of a beach. Brand journalism, however, takes a more nuanced approach by telling the stories of the people and places that make these destinations special. For example, instead of simply promoting a luxury resort in Sri Lanka’s hill country, brand journalism might focus on the story of the local tea farmers who supply the resort’s tea, highlighting their sustainable practices and the impact of tourism on the community. This type of storytelling not only promotes the resort but also creates a connection between the traveller and the local culture, enhancing the overall travel experience.
This shift from a product-focused to a narrative-focused approach is particularly important in Sri Lanka, where travellers are increasingly seeking authentic and immersive experiences. Brand journalism allows tourism brands to meet this demand by creating content that reflects the values and aspirations of their audience, fostering deeper engagement and long-term loyalty.
The Role of Digital Platforms in Brand Journalism for Sri Lankan Tourism
The proliferation of digital platforms has had a transformative impact on the way tourism brands in Sri Lanka engage with travellers. With the rise of social media, blogs, and online video platforms, tourism brands now can reach a global audience with their stories, offering travellers a glimpse of what awaits them in Sri Lanka. Digital platforms also provide an interactive and dynamic environment where tourism brands can engage directly with travellers, respond to questions, and share updates in real time. This level of engagement is particularly valuable in the tourism industry, where travellers often seek information and inspiration before making their travel decisions.
In Sri Lanka, digital platforms have become a key component of brand journalism strategies for tourism brands. Social media platforms such as Instagram and Facebook are widely used to share visually stunning content that showcases Sri Lanka’s natural beauty, cultural heritage, and unique travel experiences. For example, a travel brand might share a series of Instagram posts featuring breathtaking images of Sri Lanka’s coastal landscapes, accompanied by short stories about the local fishermen who have been practicing their craft for generations. These types of posts not only promote the destination but also provide a deeper connection to the local culture, making the travel experience more meaningful for the audience.
YouTube and video-based platforms have also become important tools for tourism brands in Sri Lanka to implement brand journalism. Through documentary-style videos, virtual tours, and personal travel stories, tourism brands can offer travellers an immersive experience that allows them to explore Sri Lanka from the comfort of their own homes. These videos often go beyond simple promotional content, focusing instead on the stories of the people, places, and experiences that define Sri Lanka as a travel destination. By providing travellers with a more personal and authentic view of what Sri Lanka has to offer, brand journalism on digital platforms helps build trust and credibility, encouraging travellers to choose Sri Lanka for their next adventure.
Additionally, blogs and travel websites have become powerful tools for tourism brands in Sri Lanka to share long-form content that dives deeper into the stories behind the destinations. For example, a travel blog might feature an in-depth article about the cultural significance of Sri Lanka’s ancient temples, complete with interviews with local historians and insights into the history and traditions that make these sites so special. This type of content not only provides valuable information for travellers but also positions the brand as a trusted source of knowledge and expertise.
Building Trust and Credibility Through Brand Journalism in Tourism
Building trust and credibility is essential for any brand, but it is particularly important in the tourism industry, where travellers are often making significant investments in their experiences. In Sri Lanka, where the tourism industry is highly competitive, brand journalism provides tourism brands with a powerful tool for establishing themselves as trusted sources of information and inspiration. By focusing on storytelling rather than traditional promotional messages, tourism brands can create content that feels authentic, informative, and engaging, helping to build trust with their audience.
Brand journalism allows tourism brands to showcase the values and principles that guide their operations, whether it be a commitment to sustainability, support for local communities, or efforts to promote responsible tourism. For example, a Sri Lankan eco-tourism company might use brand journalism to share the stories of the local conservation efforts they support, highlighting the positive impact that tourism can have on the environment. This type of storytelling not only promotes the brand but also helps build credibility with travellers who are looking for responsible and ethical travel options.
In addition to building trust with travellers, brand journalism can also help tourism brands foster a sense of loyalty and community among their audience. By sharing stories that resonate with travellers’ values and aspirations, tourism brands can create a deeper emotional connection with their audience, encouraging repeat visits and positive word-of-mouth referrals. In a market like Sri Lanka, where competition is fierce and travellers have many options to choose from, brand journalism provides a way for tourism brands to stand out by building lasting relationships with their audience based on trust and credibility.
Case Studies of Successful Brand Journalism in Sri Lanka’s Tourism Sector
Several Sri Lankan tourism brands have successfully adopted brand journalism to enhance their reputation and connect with travellers in a more meaningful way. One example is Sri Lankan Airlines, which has used brand journalism to strengthen its brand image and build customer loyalty. The airline has created content that goes beyond traditional advertising by telling the stories of travellers, highlighting cultural experiences, and showcasing its commitment to sustainability. Through blog posts, videos, and social media updates, Sri Lankan Airlines has positioned itself not only as a means of transport but as a storyteller that connects travellers with the unique experiences of Sri Lanka.
Similarly, the tourism boards of Sri Lanka have also utilized brand journalism to enhance the appeal of Sri Lanka as a tourist destination. Campaigns like ‘So Sri Lanka’ have effectively tapped into the power of storytelling to promote the island’s unique experiences, from its diverse wildlife to its ancient heritage. By focusing on the stories of the people, places, and experiences that define Sri Lanka, these campaigns have successfully positioned the country as a destination for travellers seeking authentic and transformative experiences.
ALMA.Shameem
Senior Lecturer in Marketing Management
Department of Marketing Management
South Eastern University of Sri Lanka
almashameem@gmail,com
Prof. Sivesan Sivanandamoorthy
Programme Head / Tourism and Hospitality Unit
University of Jaffna
S.Thowfeek Ahamed
Senior Lecturer in Management
Department of Management
SLIATE – Hardy Ampara
