Sri Lanka is launching a new digital and PR tourism campaign aimed at increasing arrivals, boosting revenue, extending visitor stays and spreading benefits across the country.<\/p>\n\n\n\n
Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam said the initiative under the theme \u201cSri Lanka in a New Light\u201d focuses on four goals: higher arrivals, increased earnings, product diversification and geographic expansion.<\/p>\n\n\n\n
He said Sri Lanka targets US$10 billion in tourism revenue by 2030, requiring a shift towards longer stays and deeper visitor engagement rather than volume growth alone. The campaign will promote lesser-known destinations, especially in the Northern and Eastern provinces, alongside wildlife, adventure, wellness, culinary tourism, train journeys and community-based experiences.<\/p>\n\n\n\n
Hewawasam added tourism must deliver wider economic benefits by linking agriculture, handicrafts and village enterprises to the sector so that income reaches local communities. A key strategy is market segmentation, with tailored campaigns for Australia, the UK, Germany, India, China and Russia based on traveller behaviour, using digital media, PR, roadshows and travel events.<\/p>\n\n\n\n
The campaign aims to turn tourists into participants by promoting immersive experiences, supported by influencers, content creators, familiarisation tours and sustained digital engagement. Authorities are working with banks and LankaPay to improve digital payment systems in tourism areas, making it easier for visitors to spend on local products and services.<\/p>\n\n\n\n
The interim campaign runs from August 2026 to April 2027 with Rs.1.5 billion, followed by a global campaign expected in 2027 with Rs.5 billion in funding. A monitoring dashboard will track performance as Sri Lanka builds a stronger tourism economy focused on longer stays, higher spending and wider travel. Officials also aim to present a unified national brand positioning Sri Lanka as a diverse, experience-rich destination under one identity, marking a shift towards a more inclusive tourism future.<\/p>\n\n\n\n
Source : Daily News<\/p>\n","protected":false},"excerpt":{"rendered":"
Sri Lanka is launching a new digital and PR tourism campaign aimed at increasing arrivals, boosting revenue, extending visitor stays and spreading benefits across the country. Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam said the initiative under the […]<\/p>\n","protected":false},"author":2,"featured_media":17501,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/posts\/17500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=17500"}],"version-history":[{"count":1,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/posts\/17500\/revisions"}],"predecessor-version":[{"id":17502,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/posts\/17500\/revisions\/17502"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=\/wp\/v2\/media\/17501"}],"wp:attachment":[{"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=17500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=17500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterprisenews.lk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=17500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}