Under the guidance of the Ministry of Economic Development, Sri Lanka Tourism Promotion Bureau (SLTPB) launched a mega taxi advertising campaign in Germany early this year with the ceremonial launch of the campaign taking place in March at Messe Berlin firground during the ITB Travel and Trade Fair, a media release issued by Sri Lanka Tourism stated. Under this campaign 300 taxis were branded focusing on tourism attraction themes appealing to the German market such as Ayurveda, Wildlife, Beaches, Heritage and Culture featuring‘Sri Lanka –A Journey Awaits’ tagline. The campaign covered four major cities in Germany such as Berlin, Hamburg, Munich and Frankfurt running for a 6 months period consecutively, the release stated.The campaign has so far received very high response from the target audience in Germany and from Sri Lanka’s travel trade partners. Research shows that German arrivals to Sri Lanka have increased by 24 per cent compared to same period last year soon after the campaign was launched in four major cities, the release stated. Travel agents and tour operators have said that the booking engine reservations from Germany has sharply increased and the inquiries made for Sri Lankan travel packages have gone up considerably since then. The taxi campaign was aimed to attract high-end tourists to the country by reaching the key cities in Germany where the frequency of spotting these advertisements is quite high. SLTPB has initiated the “Global Mega Promotional Campaign” this year under the guidance of the Ministry of Economic Development of Sri Lanka with the intention of increasing tourist arrivals from European region, the release stated. As part of this campaign 1200 taxis are being branded featuring key tourism attractions of Sri Lanka inmajor destinations around the world including UK, France, Germany, Korea and Japan, it was noted.