By: Staff Writer
January 06, Colombo (LNW): Sri Lanka is gearing up to transform its tourism industry, aiming for 3 million tourist arrivals in 2025. This ambitious target coincides with the launch of a long-awaited marketing campaign branded as “Sri Lanka Tourism,” targeting five key markets—India, China, the UK, Germany, and France.
Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam confirmed the involvement of a creative agency and five digital and PR agencies to manage campaigns for these regions.
The tagline “You’ll Come Back For More!” will accompany the promotional efforts, though it won’t serve as a formal branding tagline.
The campaign, set to launch in January 2025, will also expand into Australia and West Asia, leveraging existing direct airline connections.
These efforts aim to attract a diverse age range, including travelers aged 25 and above as well as retirees over 65. Alongside this, the SLTDA plans to spotlight unique experiences like the Pekoe Trails, promote lesser-known attractions, and encourage tourism in the East and North, with Jaffna positioned as a key destination.
Industry optimism is high, fueled by record-breaking participation in the World Travel Market (WTM) in the UK and the recent lifting of the US travel advisory for Arugam Bay.
Sri Lanka Association of Inbound Tour Operators (SLAITO) President Nalin Jayasundere predicts a 30% rise in tourist demand for 2025, which could grow further once the marketing efforts take effect.
He emphasized the importance of launching the campaign in the first quarter and called for regulatory fairness across industry stakeholders to maximize government revenue.
Economic Recovery through Tourism
Tourism has become central to Sri Lanka’s economic recovery after challenges posed by the COVID-19 pandemic and a financial crisis. The government aims to generate $5 billion in tourism revenue by 2025.
Revenue has already shown a sharp increase, climbing from $1.1 billion in 2022 to $2.8 billion by November 2024. Tourist arrivals have similarly grown, with 1.8 million visitors recorded from January to November 2024, compared to 1.3 million during the same period in 2023.
Efforts to streamline the sector include establishing a National Tourism Commission, consolidating four state agencies, and forming a Tourism Policy Formulation Council to guide strategic decisions.
These measures aim to improve infrastructure, simplify visa processes, and strengthen international collaborations, including plans for a direct air route to Japan.
Showcasing Sri Lanka’s Unique Identity
At the Sri Lanka Tourism Awards, SLTDA celebrated excellence in the sector and reinforced the country’s unique appeal. From iconic landmarks like Sigiriya and the Nine Arch Bridge to lush tea plantations and wildlife-rich parks, Sri Lanka offers diverse experiences. The government is also promoting sustainable tourism, encouraging eco-tourism, and protecting cultural and natural assets.
With strategic reforms, innovative campaigns, and a focus on sustainability, Sri Lanka is well-positioned to achieve its 2025 goals. By capitalizing on its rich heritage, stunning landscapes, and warm hospitality, the country aims to attract a growing global audience seeking authentic travel experiences.
