📈 Sri Lanka to Launch Rs. 3.5 Bn Global Tourism Campaign by Year-End

Sri Lanka Tourism is finalising its Rs. 3.5 billion global destination branding campaign for late 2026 or early 2027, supported by the World Bank. To maintain visibility ahead of the winter season, targeted interim campaigns will roll out from August. • Strategic Goals: The initiatives aim to reposition Sri Lanka globally, targeting a long-term milestone of 5 million tourist arrivals and US$ 8.00 Bn in tourism earnings by 2030. • Interim Market Rollout: • August: Digital marketing and PR campaigns begin in Germany, the UK, Australia, and New Zealand. • September: Expansion into India, China, and Russia. • Subsequent Phase: Campaigns targeting France, South Korea, and the Netherlands. • Procurement & Operations: Contracts for Australia and New Zealand will be awarded next week, with UK and Germany finals close behind. Tenders for France, South Korea, and the Netherlands close in early August. Specialist consultants are being recruited via World Bank assistance to ensure international best practices. • Governance: Tourism authorities clarified that standard 42-day procurement timelines will be maintained for major international campaigns to ensure transparency, rejecting a proposed 14-day expedited window which was only intended for immediate local interim promotions.