After months of anticipation, Sri Lanka Tourism Promotion Bureau (SLTPB) yesterday announced that it will officially launch its long-awaited ‘Nation Branding Campaign’ on 26 June, to rejuvenate its global tourism image and woo travellers.
In a statement, SLTPB described the upcoming event as an “extraordinary” gathering, promising to bring together top State officials, key private sector players, tourism experts and guests on a single platform.
The move is something the private-sector-run industry stakeholders have constantly urged the authorities and the Government to expedite the campaign, stressing that without a robust promotional push, only through an ‘organic footfall’ — the ambitious target of attracting 3 million tourists and generating $ 5 billion in revenue for 2025 is unrealistic.
Although the date of the event has been confirmed, the venue is yet to be disclosed.
The early announcement, nearly three weeks ahead, is somewhat unusual, particularly for an event, where finer logistical details remain under wraps.
However, industry sources suggest the move is part of a strategic effort to generate pre-launch buzz and position Sri Lanka as a destination that is not only ready, but eager to re-enter the international spotlight with renewed energy and focus.
“This landmark occasion will showcase the latest initiatives driving the growth and development of Sri Lanka’s thriving tourism industry, while highlighting the remarkable progress in tourist arrivals,” it added.
A total of 132,919 tourists have arrived in the country in May 2025, data from the Sri Lanka Tourism Development Authority (SLTDA) shows.
This is an increase of 18.5% in comparison to the numbers arrived in May 2025. The May arrival figures are also an increase of 2.7% in comparison to the number of foreign nationals arrived in May 2018.
Accordingly, the total number of tourist arrivals in the first five months of 2025 stands at 1,029,803.Among source markets, India accounted for the highest share of tourist arrivals in May, contributing 35.4% of the total, with 47,001 visitors.
Furthermore, 9,221 persons from the United Kingdom, 8,803 from China, 7,282 Bangladesh and 7,223 individuals from Germany also visited Sri Lanka last month.
Sri Lanka’s tourism sector showed improved growth in tourist arrivals in May 2025, compared to the same period in 2024.
The upward trend was significantly propelled by a strong influx of visitors from India, who accounted for nearly one-third of all arrivals during this period.
Industry analysts note that the proposed free-visa travel initiative and a comprehensive global promotion campaign are yet to be fully implemented.
