Sri Lanka advances World Bank-backed global tourism marketing roadmap

Saturday, 17 October 2026 00:00 - - {{hitsCtrl.values.hits}}

MTI Consulting and Skift Inc./JD to provide technical expertise and strategic guidance for campaign
Discussions focus on data-driven marketing, destination branding, visitor behaviour and transparent procurement
Public-private collaboration and institutional capacity-building identified as priorities for sustainable tourism promotion

Sri Lanka has advanced discussions on implementing its World Bank-backed Global Destination Marketing and Communication Campaign, with a focus on developing a long-term, data-driven strategy to strengthen the country’s competitiveness in international tourism markets.

A high-level meeting at the Foreign Affairs, Foreign Employment and Tourism Ministry brought together Government officials, tourism industry representatives, the World Bank and consultants MTI Consulting and Skift Inc./JD to discuss the campaign’s implementation and strategic direction.

The discussions centred on the need for comprehensive analysis of tourism demand and supply trends, visitor behaviour, destination branding and international marketing strategies to guide promotional efforts and improve Sri Lanka’s positioning in key source markets.

Participants also highlighted the importance of transparent procurement and institutional capacity-building to support effective implementation and ensure the campaign’s sustainability.

MTI Consulting and Skift Inc./JD are expected to contribute technical expertise and strategic guidance towards developing and executing a globally competitive destination marketing program.

The initiative seeks to establish a sustainable roadmap for Sri Lanka’s tourism promotion, supporting higher visitor arrivals, generating economic opportunities and contributing to broader economic growth.

The discussions come amid efforts to strengthen Sri Lanka’s international tourism marketing and establish a more coordinated approach to destination promotion, with collaboration between public and private sector stakeholders identified as central to the initiative.

The meeting was attended by Ministry Secretary Aruni Ranaraja, Chairpersons of tourism institutions under the Ministry, representatives of SLAITO, TAASL, the Tourism Advisory Committee and the World Bank, as well as MTI Consulting, Skift Inc./JD and National Planning Director General H.P. Somathilaka.