🇱🇰 Sri Lanka to Launch Tourism Promotion Roadmap & 2026-2030 Strategy Today

The Tourism Ministry is launching consultancies today (Aug 31) for a Global Promotional Campaign Roadmap and National Tourism Strategic Plan 2026–2030, supported by World Bank grant funding. Key Targets & Ambitions: • 2026 Goals: Targeting 2.7 Mn arrivals and ~US$ 4.2 Bn in revenue. • 2027 Goals: Aiming for over 3 Mn visitors and US$ 5 Bn in earnings. • Long-Term Vision: Target to reach US$ 10 Bn in annual earnings by 2030. Current Performance Context: • Earnings: Down 11.5% YoY to US$ 1.79 Bn in the first seven months of 2026. • Arrivals: Reached 1.52 Mn (Jan 1 – Aug 27, 2026), down ~2% YoY compared to the same period in 2025. Immediate Marketing Initiatives: • A Rs. 1.5 Bn interim PR and digital campaign was announced on Aug 19, running from Aug 2026 to Apr 2027 across 6 priority markets. The new strategic framework aims to address recent growth friction, boost foreign exchange revenue, and enhance global competitiveness for tourism over the remainder of the decade.