Sri Lanka is charting an ambitious path to revive and redefine its tourism sector, with a new national branding campaign set to launch just after the Sinhala and Tamil New Year. Yet, global uncertainties—including a planned U.S. tariff hike—could present unexpected challenges to the country’s bold targets.
Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam announced that the campaign would formally kick off at the National Branding Conference later this month. The strategy aims to position Sri Lanka as a year-round destination, highlighting its cultural and ecological diversity. Importantly, this initiative will also align with Sri Lanka’s export sectors to present a unified, consistent image globally.
Initially aimed at nine priority markets, the outreach now spans 20 countries, including non-traditional markets like Poland, the Czech Republic, Saudi Arabia, and Australia. The tourism authorities aim to surpass 3 million arrivals in 2025, with consistent monthly figures of over 250,000 visitors.
Despite these efforts, external economic pressures could slow progress. The U.S. tariff hike—though unrelated to tourism—may reduce disposable incomes in key source markets. Higher global consumer prices could lead to reduced international travel, potentially affecting Sri Lanka’s growth trajectory. Currency fluctuations could also impact tourist affordability if the Sri Lankan rupee strengthens, making the destination less competitive.
Still, domestic efforts are in full swing. Digital marketing and public relations campaigns are underway, targeting high-potential regions. To support rising tourist volumes, infrastructure upgrades and experience enhancements are also in motion. The average tourist spends $171 daily; SLTPB aims to increase this to $200 through better services and attractions.
To formalize and standardize the sector, SLTDA has launched a registration drive targeting the informal tourism industry, which includes over 40,000 unregistered establishments. A mobile service is assisting these operators with guidance, training, and incentives. This move is not just about expanding the tax base but ensuring quality and safety standards, particularly for operators listed on online travel agencies (OTAs).
Luxury tourism is another key focus. With boutique hotels and high-end villas already attracting affluent travelers, SLTDA is looking to convert heritage bungalows in the North and East into premium stays. However, Hewawasam stressed that domestic aviation remains a barrier. Aircraft with at least 70-seat capacity are needed to improve accessibility and fully develop high-end travel experiences.
Colombo is also getting attention, with plans to boost its cultural appeal. Although the city has ample hotels and restaurants, it lacks vibrant events. The government is working with the CMC, UDA, and other bodies to launch a night market on Marine Drive and year-round art and craft events to enrich the capital’s tourist offerings.
Despite potential global setbacks, Sri Lanka remains determined. With a solid roadmap, diversified markets, and a bold branding initiative, the tourism sector is poised for recovery—if it can adapt swiftly to global economic shifts.
