October 27, Colombo (LNW): In a significant step towards revitalising its tourism industry, the Hotels Association of Sri Lanka (THASL) has introduced an international digital campaign aimed at drawing more overseas visitors and promoting direct hotel reservations through modern online platforms.
Developed in partnership with leading digital agency eMarketingEye, the initiative seeks to strengthen Sri Lanka’s visibility across emerging markets such as Saudi Arabia, Jordan, Oman, Singapore, Malaysia, and Thailand, with further countries expected to be added in due course.
The three-year project, backed by Nations Trust Bank (NTB) and American Express, is designed to appeal to high-spending travellers and promote tourism beyond the traditional peak seasons. Central to the effort is the “Truly Sri Lanka” website, which connects potential visitors directly with participating hotels, enabling them to browse exclusive offers and book stays without intermediaries — boosting both brand exposure and revenue for local establishments.
THASL President M. Shanthikumar noted that while the association continues to advocate for a comprehensive national marketing programme, it has chosen to act independently in the interim to target key source markets and attract premium visitors for long-term industry stability.
Rajitha Dahanayake, Founder and CEO of eMarketingEye, explained that the campaign focuses on regional markets within a four to five-hour flight range, noting their strong potential for sustained visitor traffic throughout the year.
Valued at around USD 50,000, the campaign’s first phase will run for three months and aims to position Sri Lanka as an appealing destination for year-round travel.
Sheahan Daniel, Executive Vice President of Consumer Banking at NTB, said the partnership reflects a shared commitment to advancing tourism as a national priority and enhancing Sri Lanka’s profile on the global stage.
Representing over 70 per cent of the country’s formal hotel workforce, THASL continues to influence policy and drive strategic growth across the hospitality sector. Despite steady increases in tourist arrivals by mid-2025, a fall in average visitor spending highlighted the need to attract higher-value travellers. Through this initiative, THASL hopes to secure more sustainable revenue for the industry while reinforcing tourism’s vital contribution to foreign exchange, public finances, and employment.
