Don’t expect overnight results from Global Campaign, says Sri Lanka Tourism Chief

Buddika Hewawasam

By Nishel Fernando

The Chairman of the Sri Lanka Tourism Development Authority (SLTDA), Buddika Hewawasam, has called for patience and realistic expectations regarding a future global promotion campaign, cautioning that a sustainable increase in arrivals will not happen overnight and could take a couple of years to bear fruit.

Speaking at the International Tourism Leaders Summit in Colombo last week, Hewawasam directly addressed what he termed a “public misconception” that launching a major international campaign would immediately trigger a massive surge in tourist numbers.

“There was a kind of public misconception, I must say. If you have been doing a kind of national campaign, the next day the tourism growth will be boosted for about more than 50 percent. That will not happen,” he stated emphatically.

Drawing parallels with the tourism trajectories of regional competitors, he added, “Even countries like Vietnam, India took time.”

He stressed that positioning Sri Lanka’s brand is a gradual process that requires consistent, long-term strategic effort, distinct from short-term B2B promotions. Echoing the need for a coherent, long-term strategy, Kieran Twomey, Head of Operations for Shangri-La Group (MEIA Region), outlined a clear framework for how such a campaign could be successfully executed. He distilled the complex task of nation branding into four words: “One country, one story.”

Twomey argued that the key to success lies in consistency and collaboration, built on several foundational pillars. 

He called for the creation of a “unified national brand archive or playbook” to ensure a consistent core message across all stakeholders, from hotel groups to tour operators. Recognising that hotels are “innkeepers,” Twomey emphasised the need to “cooperate and collaborate” with partners such as airlines, DMCs, and Online Travel Agencies (OTAs) who have a broader market reach.  He also suggested creating a year-round promotional calendar tied to local festivals and events to maintain constant global visibility. Finally, Twomey highlighted the importance of ensuring that the on-the-ground experience, from culinary offerings to local excursions, authentically supports and validates the national brand promise.