Sri Lankan authorities are set to host a tourism conference in January to finalize a comprehensive nation branding strategy aimed at boosting the industry, which is currently experiencing significant growth. Sri Lanka Tourism Chairman, Buddhika Hewawasam, revealed this initiative to TTG Asia, emphasizing the need for a unified approach to enhance the country’s global image.
The existing tagline, “You Will Come Back for More,” developed in 2022 during the economic crisis and post-COVID-19 recovery, will be discontinued. Hewawasam noted that while the tagline served its purpose of regaining tourist interest, it is no longer aligned with Sri Lanka’s current international recognition. “We need a fresh strategy that resonates with diverse markets,” he explained.
The new strategy will leverage Sri Lanka’s global identity, particularly its reputation for Ceylon tea and cricket, two of the country’s most celebrated exports. Hewawasam stressed the importance of developing a cohesive national brand to promote these cultural symbols while also aligning with the broader tourism goals.
Tourist arrivals have seen a sharp rise, with 1.8 million visitors recorded from January to November 2024, up from 1.3 million in the previous year. Sri Lanka is on track to surpass its target of over two million visitors, with key source markets including India, Russia, the UK, Germany, and China.
In January, a public relations firm will be appointed to spearhead the promotional campaign under the unified branding. Hewawasam highlighted the shift from standalone taglines to a long-term nation branding approach that positions Sri Lanka as a year-round travel destination. This includes improving tourism products and services to meet global standards.
Over the past two decades, Sri Lanka has frequently changed its campaign branding, using individual taglines for specific initiatives rather than creating a unified identity. This inconsistent approach has often diluted the country’s global image. The upcoming nation branding strategy aims to address this by presenting a cohesive and synergized portrayal of Sri Lanka through its tourism, products, and services.
Stakeholders believe that a well-executed national brand will not only enhance tourism but also drive higher export value, attract foreign investments, and position Sri Lanka as a prime destination for business and commerce. “A unified national brand reflects the country’s core values and creates a solid understanding of what Sri Lanka represents globally,” Hewawasam stated.
This pivotal shift marks an opportunity for Sri Lanka to redefine its position on the global stage, presenting itself as a destination rich in culture, natural beauty, and unique experiences, backed by a strong national identity.
