Sri Lanka has initiated a temporary digital and public relations tourism campaign valued at 1.5 billion rupees (approximately $4.52 million) targeting six key source markets. This effort is designed as a preliminary step leading up to a more extensive global promotional campaign worth 5 billion rupees (around $15 million).
Deputy Minister of Tourism Ruwan Ranasinghe emphasized the necessity of this interim campaign, noting that a comprehensive global initiative has been lacking for some time. “We are launching this interim campaign today as we prepare for a larger rollout,” he stated.
To assist with the campaign’s planning and execution, international organizations such as the Asian Development Bank and the World Bank are providing technical expertise, particularly for the procurement process associated with the forthcoming global initiative.
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The interim campaign, which will operate for four to six months, designates 100 million rupees to each of the targeted countries—Australia, the United Kingdom, Germany, India, China, and Russia—resulting in a total investment of 600 million rupees. The Sri Lanka Tourism Promotion Bureau (SLTPB) estimates that the interim campaign will cost around 1.5 billion rupees and will directly transition into the larger two-year global marketing strategy set to launch by April.
This promotional expenditure is linked to ambitious revenue goals, with authorities aiming to generate 4.2 billion US dollars from 2.7 million tourist arrivals this year. For the following year, the target increases to over 5 billion US dollars from more than 3 million visitors, with a long-term objective of achieving 10 billion US dollars in annual tourism revenue by 2030.
SLTPB Chairman Buddhika Hewawasam highlighted that the campaign strategy will focus on diversifying tourism products, including marine, adventure, and wellness options, while also promoting travel to less-frequented regions in the Northern and Eastern provinces.
The campaign in Australia is expected to generate between 16 to 18 million impressions and attract up to 8 million visits to a dedicated microsite, supplemented by promotional events in major cities like Melbourne, Sydney, and Perth. The plan also incorporates advanced artificial intelligence tools for trip planning and collaborative marketing arrangements with airlines and online travel platforms.
The hospitality industry has expressed strong support for this promotional initiative. Asoka Hettigoda, President of The Hotels Association of Sri Lanka (THASL), noted that hotel operators have significantly invested in the local economy, contributing over 15 billion US dollars to the development of the accommodation sector over the years.
“Today marks the beginning of a vision the industry has held for a decade. We would like to receive regular updates on the performance of this campaign,” Hettigoda said, underscoring the necessity of monthly evaluations to track the effectiveness of the 5-billion-rupee investment and to ensure equitable benefits for businesses and communities across the country.
