The Sri Lanka Tourist Board has launched a new online marketing strategy, using free video web-share website YouTube.

Director UK and Ireland Jean-Marc Flambert said he was struck by the idea when visiting and noticed a number of other tourist boards using the site to promote their own destinations.

He has now uploaded a two minute promotional film onto the site and is planning to add more while emailing links to all his contacts in order to increase the film’s popularity, which will make it easier to find.

He said: “We’ve all heard so much about youtube that I thought we would use it to our advantage and while it won’t revitalise tourism to Sri Lanka alone, it will help overall.”

Flambert added it will also help counter some of the negative footage on the site which also has video clips of the tsunami in 2004 which hit the island.