By: Staff Writer
August 19, Colombo (LNW): The Sri Lanka Tourism Promotion Bureau has been steadily advancing its efforts to promote the country as a prime destination through various campaigns and marketing strategies in 2024. A major focus has been on the new tourism brand identity, “Sri Lanka: You Will Come Back for More,” symbolizing a fresh start towards success.
According to the Central Bank of Sri Lanka, tourism earnings surged to over $1.5 billion in the first half of 2024, representing a 78% year-on-year increase. Tourist arrivals also saw a significant rise, reaching 1.01 million—a 62% jump compared to the same period in 2023.
As the country rebounds from its recent economic challenges, the “Seeing is Believing” campaign has been a cornerstone of promotional activities. Continued into 2024, this initiative brought nearly 58 foreign media professionals, including travel influencers and bloggers, to Sri Lanka, generating media publicity valued at over $550 million.
Up until August this year, Sri Lanka Tourism participated in 16 international travel shows, including major events like ITB-Germany, FITUR-Spain, ATM-Dubai, and IFTM-France. Additionally, 16 roadshows were organized across India, China, Australia, and Turkey, with a focus on B2B sessions in various cities.
Sri Lanka Tourism also played a pivotal role in supporting key national events such as the Duruthu Perahera, Gangarama Navam Perahera, Buddha Rashmi Vesak Festival, and Kandy Esala Perahera.
A significant achievement this year was the launch of PR and digital campaigns in India, China, the UK, Germany, and France. These campaigns, set to run for one year in India and China and six months in the European countries, aim to increase awareness about Sri Lanka, particularly during the winter season and into 2025.
In 2024, Sri Lanka Tourism received 15 international endorsements, including being named the fourth most popular solo travel destination by Forbes, ranking as the fifth-fastest-growing tourism destination, and topping the list of best places for solo female travel. Additionally, Sri Lanka Tourism was awarded the “Best International Tourism Board” at the Global Tourism Awards in New Delhi, India.
These extensive promotional efforts have contributed to the arrival of 1,289,693 tourists in Sri Lanka by August 14th, primarily from key markets such as India, the UK, Russia, Germany, France, and China. Countries like Australia, the USA, the Netherlands, and Poland also showed strong growth potential.
With these successes, Sri Lanka Tourism is optimistic about achieving its target of 2.3 million tourists by the end of the year.
