Sri Lanka Tourism Promotion Bureau Chairman Chalaka Gajabahu yesterday hinted that the current brand identity — “So Sri Lanka”, is likely to be changed this year along with the implementation of the National Tourism Policy.

“It is important we focus on an impactful and effective branding to boost Sri Lanka tourism at least in the five years,” he said. 

On 5 November 2018, Sri Lanka tourism launched its brand identity ‘So Sri Lanka’ coinciding with the World Travel Market (WTM). But thereafter, the country’s tourism sector was hit by multiple unprecedented events from the Easter Sunday attacks, the COVID pandemic and the economic crisis.

SLTPB Chief said by changing the tourism tagline every year has had no impactful outcome on destination Sri Lanka against the competitive countries.

“We have become a joke by changing our tourism tagline every now and then. The results of it are hardly visible,” he argued.

Gajabahu was of the view that with the stability Sri Lanka has gained since August 2022, it was time now to put plans into action. 

“Sri Lanka tourism has finalised the National Tourism Policy blueprint and we are all set to pitch destination Sri Lanka on the world map,” he said. He said the blueprint is ready to be launched in 2023.

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