Global tourism promotion campaign to go live end-April

Buddhika Hewawasam

PIC BY PRADEEP PATHIRANA

By Nishel Fernando 

Sri Lanka will launch its long-awaited global tourism promotion campaign by the end of this month, marking a strategic shift from traditional tourism marketing to a comprehensive nation branding initiative that highlights the country’s diverse economic and cultural strengths.

The new campaign, which replaces the conventional tourism taglines, will integrate Sri Lanka’s key sectors – including tourism, tea, apparel and cricket – under a unified national brand identity, according to Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam.

Hewawasam emphasised that this approach moves beyond standalone tourism promotion to create a cohesive global image for Sri Lanka. “Previous branding efforts focused exclusively on tourism, without aligning with the other industries. This campaign will unify Sri Lanka’s entire export and cultural identity under one strategic umbrella,” he explained, addressing a media briefing. 

The authorities plan to hold a nation branding conference this month, to gather the stakeholder feedback, before finalising the brand identity. The official nation brand is expected to be unveiled in mid-April, developed in collaboration with the creative agencies.

Originally designed to target five key source markets, the campaign’s scope has expanded to 14 countries across the Middle East, Europe and Asia. 

“This broader reach allows us to engage both traditional and emerging markets more effectively,” Hewawasam noted.

The digital component of the campaign will be launched in end-April and continue throughout the year, supported by the integrated public relations and digital marketing strategies. This marks Sri Lanka’s most ambitious effort to date to position itself holistically in the global marketplace, leveraging its diverse economic strengths while promoting tourism.

The campaign is expected to enhance Sri Lanka’s global profile while creating synergies between tourism and the export industries.

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