Sri Lanka launches Rs.1.5bn tourism campaign

Sri Lanka officially launched a Rs. 1.5-billion digital and public relations interim tourism promotional campaign targeting six key tourism markets.

The initiative aims to establish the necessary financial and promotional framework for an upcoming comprehensive Rs. 5-billion global promotional campaign.

This interim programme was implemented to bridge the administrative gap until the international promotional campaign is prepared.

Under this interim project, Rs. 600 million will be allocated across Australia, the United Kingdom, Germany, India, China, and Russia, with Rs. 100 million set aside per country over a 4 to 6 month period.

According to the Sri Lanka Tourism Promotion Bureau, the total cost of this interim campaign running until April 2027 is around Rs. 1.5 billion, after which the large-scale Rs. 5-billion global marketing campaign will launch.

Authorities aim to attract 2.7 million tourist arrivals this year through these promotional efforts, generating an expected revenue of USD 4.2 billion.

Furthermore, a long-term goal exists to raise annual tourism revenue to USD 10 billion by 2030, with tourism authorities focusing on promoting diversified products such as adventure, marine activities, and wellness tourism, while expanding tourism development in the Northern and Eastern provinces.