Development and Implementation of Inclusive Tourism Social Marketing Strategies for S4IG

Duration:  13 months (March 2018- March 2019)

Objective: The objective of an inclusive social marketing strategy is to reposition the image of the tourism and hospitality sector with change of mindset of the parents, employers and industry associations, government agencies, training and placement service providers. The focus is to include and encourage at risk youth, women and persons with disabilities to take part in technical and vocational education and training and to get involved in the business growth or seize employment opportunities across the tourism and hospitality value chain in four targeted Districts: Ampara, Batticaloa, Polonnaruwa and Trincomalee.

Target group: A Holistic approach is planned to re-position the image of the tourism and hospitality industry. Key groups will be mobilized to engage with the sector value chain in different ways:

– women (female headed households, economically marginalized women, women living in direct conflict affected areas, migrant workers)

– youth (students, school leavers, unemployed, underemployed)

– persons with disability

– early retirees seeking additional income

– other vulnerable and disadvantaged groups (ethnic minorities, economically and socially excluded persons)

Implementing partner: Emotional Intelligence and Life Skills Training Team (Gte) Ltd

Learn more >  Fact Sheet