Sri Lanka is preparing a major tourism revival drive, with a Rs. 5 billion global promotion plan heading to Cabinet as authorities race to regain visibility across key international markets and expand faith-based travel segments.
The Ministry of Tourism is set to submit a Cabinet paper next week seeking approval for a large-scale tourism promotion campaign estimated at Rs. 5 billion. The proposed initiative is expected to target 12 key foreign markets as part of Sri Lanka’s broader tourism recovery strategy.
Sri Lanka Tourism Development Authority Chairman Buddhika Hewawasam told Sunday Times Business that initial Cabinet approval will be sought for the campaign, which has already been discussed with relevant stakeholders. He said the Cabinet submission will be made next week, with tenders for the campaign expected to be finalised by the end of the first quarter.
According to Mr. Hewawasam, a monitoring unit from the World Bank will be appointed to oversee the campaign, ensuring transparency and accountability. The recruitment of key experts responsible for analysis and monitoring linked to the tender process is currently underway.
In parallel, internal approval has already been granted to carry out interim promotional activities in the same markets through digital platforms and public relations campaigns. These interim initiatives will be implemented at a cost of Rs. 1.5 billion.
Mr. Hewawasam said the SLTDA is in the process of appointing digital and PR media agencies within the respective markets to execute these campaigns. A digital marketing drive is already underway on social media platforms in major markets such as Europe, China, India, Russia, Australia and New Zealand.
He added that roadshows are planned in Dhaka, while consumer promotions in West Asia are expected to begin from March. New tourism products, including religious and spiritual tourism, will also be promoted, with pilgrim-focused familiarisation tours aligned to the Ramayana trail, Shiva temples and the Buddhist trail. The overall objective, he said, is to significantly increase pilgrim and leisure tourist arrivals through targeted global promotion.
