🇱🇰 Private Sector Launches 'Truly Sri Lanka' Destination Drive 🚀

The Hotels Association of Sri Lanka (THASL), in partnership with NTB AMEX, has launched the country’s first private sector-funded digital marketing campaign, 'Truly Sri Lanka'. This initiative addresses industry frustration over delays in broader state-run campaigns and aims to boost earnings. • Jan-Sep 2025 Performance: Tourist arrivals reached 1.73 Mn, marking a strong 16.2% YoY increase. However, cumulative earnings rose by only 5% YoY to US$ 2.47 Bn, showing a visible decline in yield per arrival. • Campaign Focus: The initial three-month phase targets six emerging, high-potential markets: Gulf Cooperation Council (Saudi Arabia, Jordan, Oman) and East Asia (Thailand, Malaysia, Singapore). • Participation & Reach: Over 60 hotels are initially participating. The campaign will run periodically over three years and be expanded to other global markets. • Sector Context: The hotels sector, the largest revenue generator, employs nearly 70% of the total tourism workforce, with collective investment exceeding $15 Bn. The private effort seeks to enhance awareness to help meet the national target of 3 Mn tourist arrivals for 2025.