Sri Lanka seeks high-value Australian travellers through influencer push

Ondreaz Lopez

Jessica Stevens

Ben Mackay

Maddison Lambert

Shannon Thomson

Olivia Jade Thomson

Alec Golinger

Masniari Pasaribu

Sri Lanka is intensifying efforts to attract Australian travellers through a high-profile influencer marketing campaign, as Australia emerges as one of the country’s fastest-growing and increasingly important tourism source markets.

The Sri Lanka Tourism Promotion Bureau (SLTPB) will host a group of leading digital content creators from Australia and Indonesia on a familiarisation tour from July 06 to 17, showcasing destinations ranging from Negombo and Dambulla to Ella, Yala, Galle and Colombo.

While influencer tours have become commonplace in global tourism marketing, the latest initiative highlights Sri Lanka’s growing focus on Australia, a long-haul market that delivers relatively high-spending visitors and has steadily climbed the rankings among the island’s source markets.

According to the Sri Lanka Tourism Development Authority data, Australia was the third-largest source market in June, contributing 8,720 visitors or 7 percent of total arrivals during the month. 

For the first six months of 2026, Australia ranked as Sri Lanka’s sixth-largest source market, accounting for 57,436 arrivals, out of the total 1.15 million tourists received during the period.

The campaign is heavily weighted towards Australian creators, with six of the seven participating influencers coming from Australia. Collectively, they command millions of followers across Instagram, TikTok, YouTube and Facebook, providing Sri Lanka with direct exposure to a large travel-focused audience.

Among them is Ondreaz Lopez, who has 19.8 million followers on TikTok and 3.1 million on Instagram, while other participants include travel and lifestyle creators Jessica Stevens, Ben Mackay, Maddison Lambert, Shannon Thomson and Olivia Jade Thomson.

The significance of the Australian market extends beyond visitor numbers. Australian tourists typically travel longer distances, stay for extended periods and spend more on accommodation, leisure and experiences than many regional visitors, making them particularly valuable for Sri Lanka’s efforts to increase tourism earnings.

The latest figures suggest Australia is gaining importance within Sri Lanka’s tourism mix. While traditionally overshadowed by India, Russia, the United Kingdom and Germany, Australia’s share of arrivals has strengthened in recent months, helping diversify the country’s visitor base and reduce dependence on a handful of key markets.

The influencer campaign is a broader shift in tourism promotion strategies, with destinations increasingly allocating marketing resources towards digital creators, whose content can reach highly targeted audiences and influence travel decisions more effectively than traditional advertising.

The SLTPB said the visiting influencers would create content showcasing Sri Lanka’s beaches, wildlife, cultural heritage, cuisine, wellness offerings and adventure experiences, with the aim of reaching millions of potential travellers worldwide.

The tour will also feature Alec Golinger, who has built a strong digital presence with 210,000 Instagram followers, 155,700 TikTok followers, and 39,000 Facebook followers. 

Representing Indonesia, Masniari Rizky Putri Pasaribu will also participate in the familiarisation tour.