The tourism industry in Sri Lanka is preparing to launch its long-awaited marketing campaign across five key markets, though it will do so without a specific tagline, simply using the name “Sri Lanka Tourism.”
The Sri Lanka Tourism Development Authority (SLTDA) is moving forward with the creative agency chosen by the previous administration. As part of this initiative, one creative agency has been selected, along with five digital and PR agencies to manage campaigns in the respective markets, according to SLTDA Chairman Buddhika Hewawasam.
He clarified that the current tagline, “You’ll Come Back For More!” is intended for use in campaigns, not as a formal branding tagline.
The campaign is expected to launch in the first half of January 2025, as authorities believe it is essential to increase the number of tourists to Sri Lanka. “We need the support of this campaign to attract more visitors,” Mr. Hewawasam stated, emphasizing the focus on new market segments, including travelers aged 25 and above, as well as those over 65.
The campaign will initially target markets in India, China, the UK, Germany, and France, as previously planned. However, Mr. Hewawasam also mentioned a renewed focus on expanding into Australia and West Asia, as direct airline connections to these regions are already in place. This expansion is expected to attract a broader range of travelers, including various age groups.
In addition, the SLTDA will highlight the Pekoe Trails to attract more visitors, while promoting lesser-known locations and attractions to appeal to both new and repeat tourists. Creative agencies will also be encouraged to focus on the East and North of Sri Lanka, with a particular emphasis on Jaffna as a unique destination.
The tourism industry is optimistic about the upcoming winter season, buoyed by the recent lifting of the US travel advisory for Arugam Bay and the highest-ever participation of Sri Lankan travel companies at the World Travel Market (WTM) in the UK. Industry leaders anticipate a strong season ahead.
Sri Lanka Association of Inbound Tour Operators (SLAITO) President Nalin Jayasundere expressed confidence, stating that demand is expected to rise, with a minimum 30% growth anticipated for next year. This figure could increase once the marketing campaign is launched.
Mr. Jayasundere also urged authorities to implement the marketing campaign during the first quarter of next year to ensure a successful growth in tourist arrivals. Additionally, he called for the establishment of a level playing field within the industry, ensuring that all stakeholders adhere to the same rules and regulations. Failure to do so, he warned, could lead to a loss of government revenue.
