Sri Lanka stumped over tourism identity

• Top official says any new campaign has to reflect current situation
• Notes campaign of this scale could not be rushed simply to meet deadlines; nation branding and global campaign must be carefully planned and executed
• Despite tourism being identified as a priority sector, Presidential Tourism Task Force hasn’t taken up global marketing blitz at inaugural meeting
• Industry leaders assert Sri Lanka cannot afford to rely solely on organic growth or piecemeal promotion

By Charumini de Silva

Sri Lanka’s much-discussed global tourism marketing campaign, which the industry has lobbied for over decades, will not materialise this year, with authorities confirming that a comprehensive “nation branding” push is at least a year away.

A senior official from Sri Lanka Tourism said that although the need for such a campaign has been repeatedly acknowledged, procedural delays remain a stumbling block. “First these new proposals need to be approved by the Cabinet of Ministers and only then those tenders can be floated,” the official explained, noting that the process will take considerable time.

The official recalled that the last attempt at a global campaign was launched in the immediate aftermath of the COVID-19 pandemic, aimed primarily at reassuring the world that Sri Lanka was open for business. “Although it suited the situation then, things have changed drastically over the years now, and any new campaign has to reflect the current situation,” he stressed.

He said a campaign of this scale could not be rushed simply to meet deadlines. “A nation branding and a global campaign must be carefully planned and executed,” he added.

Despite tourism being identified as a priority sector for economic growth, the Daily FT learns that the Presidential Tourism Task Force did not take up the subject of a global marketing blitz at its inaugural meeting. 

Last month, Tourism Deputy Minister Prof. Ruwan Ranasinghe said the National Procurement Commission has directed new bids, a process expected to take three to four months. “We are now in the process of calling for fresh tenders and the process will likely take about three to four months. Roadshows and promotions will continue in the interim,” he told the Daily FT (https://www.ft.lk/front-page/Tourism-plans-face-fresh-delays/44-780794). 

To add to the woes the “expert committee” promised in June 2025 to steer the nation branding initiative is yet to be appointed nearly three months later (https://www.ft.lk/top-story/Nation-Branding-boost-for-tourism-unlikely-amid-procedural-delays/26-778005). 

The delay of another year has escalated the frustration of stakeholders who see the missed opportunities mounting even as demand for authentic, safe and wellness-driven travel grows worldwide, whilst competitive countries are conducting aggressive marketing efforts to woo travellers. “Without a clear and sustained marketing strategy, the country risks losing ground to regional competitors who have successfully branded themselves on the global stage,” they claimed.

In 2025, Sri Lanka won multiple global accolades as a best island to travel, best family travel destination and many more; yet industry stakeholders argue that these recognitions are not translating into arrivals or revenue. 

Industry leaders argue that Sri Lanka cannot afford to rely solely on organic growth or piecemeal promotion. 

The newly appointed Board of the Ceylon Chamber of Commerce, led by Chairperson Krishan Balendra, met President Anura Kumara Disanayake yesterday and outlined its priority proposals for the 2026 National Budget, with a strong emphasis on launching a global marketing campaign to revive tourism.

In addition, speaking at a panel discussion organised by the Delegation of German Industry and Commerce in Sri Lanka (AHK Sri Lanka) on Tuesday, key industry figures delivered a stark warning that Sri Lanka is failing to capitalise on its potential by delaying the global campaign.  

“Sri Lanka has the product and the potential, but without a strong, unified and timely branding effort, the goal of five million tourists by 2030 may remain out of reach,” they cautioned. 

The sharpest call came from Aitken Spence Travels Managing Director Nalin Jayasundera, who is also Jayasundera who is also the Sri Lanka Association of Inbound Tour Operators (SLAITO) President warned that organic growth alone will not help the country achieve its ambitious targets.

“Tourism has been identified as a priority industry, but statements aren’t enough; we need to do justice to those statements with real campaigns. Our authorities are happy when there’s organic growth. But to reach 5 million arrivals by 2030 and $ 10 billion in revenue, a consistent global marketing campaign is critical,” he said.

He stressed that immediate and sustained international marketing is critical if Sri Lanka is to achieve its 2030 tourism targets. “Fragmented efforts in the past have diluted the country’s global brand presence,” Jayasundera added.

Echoing this sentiment, Hilton Colombo Residences General Manager Karim Schadlou said the country must urgently diversify its appeal. While backpackers remain an important segment, he noted that mid to high-end travellers are key to maximising earnings. “We are sitting on a goldmine, but not converting it properly,” Schadlou remarked.