The Sri Lanka tourism campaign is set to transform the island’s hospitality sector, targeting high-value travellers and increasing direct hotel bookings through innovative digital strategies. This initiative promises year-round engagement with international markets.
Sri Lanka tourism campaign boosts direct hotel bookings and international reach
In a bold move to revitalize its tourism industry, the Hotels Association of Sri Lanka (THASL) has launched an international Sri Lanka tourism campaign designed to attract overseas visitors and promote direct bookings with local hotels. Developed in collaboration with digital marketing agency eMarketingEye, the campaign focuses on emerging markets such as Saudi Arabia, Jordan, Oman, Singapore, Malaysia, and Thailand, with additional countries expected to join in the near future.
The three-year initiative, supported by Nations Trust Bank (NTB) and American Express, targets high-spending travellers and encourages tourism beyond the usual peak periods. Central to the campaign is the “Truly Sri Lanka” platform, which allows potential tourists to explore exclusive offers and book directly with hotels, bypassing intermediaries. This approach aims to increase revenue for hotels while strengthening Sri Lanka’s global brand visibility.
THASL President M. Shanthikumar highlighted that the association is acting independently to engage strategic source markets while continuing to advocate for a comprehensive national marketing program. By focusing on premium visitors, the campaign seeks to ensure long-term stability and sustainable growth for the country’s hospitality sector.
Rajitha Dahanayake, Founder and CEO of eMarketingEye, emphasized that the campaign concentrates on regional markets within a four- to five-hour flight range. These markets have shown consistent potential for sustained visitor flow throughout the year, making them ideal targets for strategic tourism promotion.
The campaign’s first phase, valued at approximately USD 50,000, is set to run for three months, aiming to position Sri Lanka as an attractive destination for year-round travel. “Through strategic marketing and digital engagement, we can enhance Sri Lanka’s appeal to global travellers,” said Sheahan Daniel, Executive Vice President of Consumer Banking at NTB. He noted that this partnership underscores a shared commitment to boosting tourism as a national economic priority.
THASL represents over 70 percent of the country’s formal hotel workforce and continues to influence policy while driving strategic development across the hospitality sector. Despite steady increases in tourist arrivals by mid-2025, average visitor spending has fallen, underlining the importance of attracting higher-value travellers.
The Sri Lanka tourism campaign aims to secure more sustainable revenue for the industry, reinforce its contribution to foreign exchange earnings, and support public finances and employment. By promoting direct bookings, enhancing destination marketing, and opening access to new regions, the campaign seeks to diversify tourism offerings and elevate Sri Lanka’s global profile.
Through innovative digital platforms, strategic market targeting, and partnerships with financial institutions, this initiative signals a transformative step for the country’s tourism sector. Local hotels, empowered by direct booking tools, are poised to benefit from increased visibility, higher revenues, and a stronger connection with international travellers.
Ultimately, the campaign reflects a holistic approach to sustainable tourism development, ensuring that Sri Lanka remains competitive, attractive, and resilient in a rapidly evolving global travel market.