Sri Lanka global promotion campaign is set to commence from the end of July as tourism authorities intensify efforts to attract more international visitors and achieve the country’s ambitious target of generating US$ 8 billion in tourism income by 2030.
Sri Lanka global promotion campaign targets key tourism markets ahead of winter season
The Sri Lanka Tourism Promotion Bureau (SLTPB) is preparing to roll out a coordinated international marketing drive aimed at strengthening the country’s visibility across several key source markets ahead of the critical winter travel season.
Speaking to Mirror Business, Sri Lanka Tourism Development Authority (SLTDA) and Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam confirmed that the campaign will mark a significant shift from fragmented market-specific promotions towards a more synchronised global strategy.
The initiative forms part of broader efforts to accelerate visitor arrivals, increase spending by international travellers and strengthen Sri Lanka’s competitive position in the global tourism marketplace.
To support the rollout, the Sri Lanka Tourism Promotion Bureau has completed the bidding process for a series of international promotional tenders targeting major tourism source markets.
Australia has been identified as one of the priority high-value markets. A six-month public relations and digital marketing campaign with a budget of Rs. 100 million, equivalent to approximately AUD 465,000, closed for bids in May. Under the programme, 80 percent of the digital allocation has been designated for media buying to maximise market reach and engagement.
A separate Rs. 90 million initiative targeting the Australian market is also scheduled for implementation. The campaign will focus on business-to-business networking events in Sydney, Adelaide and Perth in September 2026.
The programme aims to engage at least 150 travel agents and tour operators while also attracting senior journalists and social media influencers. Tourism officials expect these activities to strengthen trade relationships and increase awareness of Sri Lanka among Australian travellers.
In Europe, Sri Lanka has also advanced its marketing plans through a dedicated public relations and digital campaign targeting Germany. The eight-month programme, supported by a budget of Rs. 100 million, seeks to reposition Sri Lanka through influencer collaborations, trade engagement activities and digital advertising initiatives.
Meanwhile, a specialised tram advertising campaign in Vienna, Austria, has been designed to target affluent European travellers. The visual branding initiative is expected to enhance destination awareness among winter holidaymakers considering long-haul travel options.
Authorities are also preparing to expand their digital presence in several of Asia’s largest tourism source markets. Digital media campaigns in India, China and Russia are scheduled to begin in September, focusing on online engagement and strategic media placements to boost destination visibility.
As part of its efforts to create a unified international brand presence, the Sri Lanka Tourism Promotion Bureau has also finalised a two-year contract for a global social media agency. Supported by an estimated Rs. 70 million budget, the initiative aims to increase Sri Lanka’s active online audience by approximately 500,000 followers.
Tourism officials believe strengthening the country’s digital footprint is increasingly important as travel decisions are heavily influenced by social media content, online reviews and destination marketing campaigns.
In addition, authorities have allocated Rs. 50 million for international content production to ensure marketing materials meet global broadcasting standards. The investment will support the creation of high-quality visual assets and country-specific promotional content designed to appeal to different traveller segments.
Addressing concerns raised within the industry regarding accelerated procurement processes, Hewawasam clarified that expedited 14-day tender procedures are being used only for limited short-term promotional activities that require immediate market activation.
He emphasised that larger strategic campaigns continue to follow the standard 42-day procurement process to ensure transparency, competition and adherence to established guidelines.
The Sri Lanka global promotion campaign represents one of the most extensive international tourism marketing initiatives undertaken in recent years. With targeted campaigns across Australia, Europe and Asia, authorities are seeking to position the island as a preferred destination for international travellers while supporting the long-term objective of significantly increasing Sri Lanka tourism income over the remainder of the decade.