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Sri Lanka launches Rs.2bn interim promotion campaign to target high-yield tourists
- The campaign will run during the traditional off-peak season starting after April to sustain arrival momentum
- The interim strategy will specifically focus on 12 targeted markets, engaging digital and PR agencies
By Nishel Fernando
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| Prof. Ruwan Ranasinghe | Buddhika Hewawasam |
Sri Lanka is set to launch an interim digital and public relations campaign with an investment of Rs. 2 billion, aiming to shift the tourism industry’s focus from mere arrival volumes to attracting high-yielding visitors.
The campaign will run during the traditional off-peak season starting after April to sustain arrival momentum until the much-anticipated and long-delayed global promotional campaign officially launches by the end of this year.
The interim strategy will specifically focus on 12 targeted markets, engaging digital and PR agencies to ensure a frequent set of activities across these key regions, which include India, China, Russia, the UK, Germany, Australia, New Zealand, Austria, Middle-East, Benelux countries among others.
Speaking at a press briefing, the Deputy Minister of Tourism Prof. Ruwan Ranasinghe highlighted that the initiative will serve as the first phase of the broader global strategy.
“We are very much hopeful and in fact, we have reached the volume as planned. Now the target is to go for the value, which all our promotion campaigns, investments, and product improvements will focus on. The main reason for all this development and progress is the stability that we have created,” he stated.
The shift in strategy follows a record-breaking year for the industry, with Sri Lanka welcoming a historical high of 2.36 million tourists in 2025. The positive momentum has continued into the current year, registering nearly 10 percent year-on-year growth. The sector recorded 159,339 arrivals in the first 15 days of February alone, pushing the cumulative arrivals for the year to over 436,600.
Buoyed by this progress, enhanced global perceptions, and a stabilised economic climate following successful crisis management efforts, authorities expect the sector to generate over US$ 4 billion in revenue this year.
To support this upward trajectory and cater to premium travellers, the government has allocated substantial funds for infrastructure and product development. This includes Rs. 3.5 billion from the budget for nature and heritage-based tourism projects across the country, alongside Rs. 2.5 billion dedicated to the beautification and development of the Beira Lake precinct in Colombo. Furthermore, a US$ 30 million project funded by the Asian Development Bank is currently underway to enhance tourism infrastructure in key locations such as Sigiriya, Pidurangala, and Trincomalee.
Parallel to infrastructure growth, significant emphasis is being placed on human capital development to meet the surging industry demand. The Sri Lanka Institute of Tourism and Hotel Management plans to train 7,000 individuals this year, representing a massive expansion in capacity.
To encourage broader participation, Rs. 500 million has been allocated to support youth from low-income families in entering the hospitality sector. Officials also revealed plans to convert an abandoned building in Habarana with an investment of Rs.1 billion into an international-level sustainable tourism training center with ADB support, and announced the launch of the country’s first degree program in hotel and resort management, expected to commence by June.
Regulatory reforms are also high on the agenda, with a new Tourism Act currently being drafted to absorb the informal sector into the formal economy and to strengthen law enforcement capabilities. Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam emphasised the importance of these regulatory measures alongside the targeted marketing push.
“Already there is a social media campaign in 12 markets, and digital and PR agencies are in the process of being appointed for all our major 12 markets. With that, we will be having a frequent set of activities in all markets,” he noted.
Pix by Kithsiri de Mel
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