MTI and Skift Appointed to Strategise Sri Lanka’s 5-Year Global Tourism Campaign 📈

• Overview: International consultancies Skift and MTI Consulting have been selected by the Tourism Ministry and the World Bank to develop a Global Destination Communication Campaign Roadmap for Sri Lanka. • Campaign Strategy: The scope includes a 5-year global promotional campaign strategy backed by market intelligence, pre-launch support for the Sri Lanka Tourism Promotion Bureau (SLTPB), and a campaign management blueprint. • Key Objectives: Modernise national destination messaging to ensure it is insight-driven, internationally benchmarked, and reflective of Sri Lanka’s authentic identity. • Funding & Framework: Project falls under the THRIVE (Tourism for Heritage, Resilience, Inclusion and Value-Driven Employment) initiative and is supported by the World Bank’s Grant Facility for Project Preparation (GFPP).