Sri Lanka’s global tourism campaign nears final approval
The Morning: Sri Lanka’s global promotion campaign is awaiting special Cabinet approval, along with recommendations from the Tourism Advisory Committee, according to Sri Lanka Tourism Promotion Bureau (SLTPB) Managing Director Sampath Nishshanka.
Nishshanka noted that Sri Lanka Tourism had already prepared the global promotion campaign, including the budget.
“Within the next few weeks, we plan to present the plan to the Cabinet. As soon as the Cabinet decision is made, we will be able to initiate the process properly,” he added.
The global promotion campaign and unified national branding have experienced delays since their initial proposals to commence in early 2025.
Authorities have explained that certain procedural barriers have contributed to the delay, including issues related to procurement and approval, with efforts being made to address these matters.
The authorities have also called for patience and realistic expectations regarding the global promotion campaign, emphasising that nation branding and global campaigns must be carefully planned and executed.
However, stakeholders have been consistently urging the immediate rollout of tourism promotion, especially to reach the ambitious target of three million tourist arrivals in 2025, which is nearly a 50% increase from 2024, and $ 5 billion in revenue, among other targets.
Specifically for 2025, tourist arrivals are anticipated to reach an optimistic scenario of 3,000,000 and a conservative scenario of 2,676,596.
OSL take:
Sri Lanka’s steadily growing tourism industry would witness a further growth as soon as the global tourism campaign is launched. Sri Lanka is already identified as a must visit tourist destination with the local tourism authorities focused on expanding the tourism concepts offered by the country to foreign tourists. All these indicate the expanding business/investment opportunities in the country’s tourism industry and related sectors. The fast expanding tourism industry and related sectors in the country have become hotspots for business/investment opportunities for foreign businesses/investors. The opportunities in the tourism industry and related sectors are manifold, including the development of infrastructure and supplementary infrastructure facilities and also covers the leisure and hospitality sectors. The interest shown by foreign businesses/investors in Sri Lanka’s tourism industry and related sectors as well as the interest shown by international leisure and hospitality brands all indicate the growing business potential in the industry. With all these growth movements, Sri Lanka’s tourism industry and related sectors are among the most lucrative business ventures in the country for the discerning foreign businesses/investors.
| Article Code : | VBS/AT/20251015/Z_6 |