Sri Lanka’s global tourism campaign: Still missing in action

• Originally planned for January 2025, then March, post-Avurudu and now indefinitely delayed
• Industry cites lack of consultation and limited communication from authorities
• Asserts tourism target of 3 m visitors, $ 5 b revenue seen as unrealistic without effective promotion
• Claims free visa scheme for 39 countries still unimplemented
• Warns delay in implementation could derail momentum and global competitiveness

By Charumini de Silva

Despite grand promises of launching a game-changing global tourism campaign by post-Avurudu, one that would boldly rebrand Sri Lanka beyond the usual sea-sun-and-sand pitch and unite tourism, tea, apparel and cricket under a glittering national identity—there’s been little more than hot air.

Back in November 2024, Sri Lanka Tourism’s new administration announced the plan to be implemented from January 2025 (https://www.ft.lk/front-page/Sri-Lanka-Tourism-to-launch-unified-national-brand-from-January/44-769417), which was optimistically nudged towards March (https://www.ft.lk/top-story/Tourism-industry-surpasses-half-a-million-arrivals/26-774002) and then conveniently after the Sinhala and Tamil New Year in April (https://www.ft.lk/front-page/Sri-Lanka-to-unveil-unified-national-tourism-brand-with-global-campaign-post-Avurudu/44-775394), and the campaign now seems to be taking a ‘detour.’

Fast forward to May, and the much-anticipated campaign remains conspicuously absent, with the industry veterans stating that they are kept in the dark.

“Although tourism is a private sector-run industry, there has been only a very limited dialogue with us and the authorities,” senior members of the industry told the Daily FT.

After multiple assurances from Deputy Minister Prof. Ruwan Ranasinghe and Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam that the launch was imminent, there has been no official announcement or visible progress. Even after repeated attempts to reach out both, the Deputy Minister and Chairman neither responded.

Industry stakeholders have constantly urged the authorities and the Government to expedite the campaign, stressing that without a robust promotional push, only through an organic footfall—the ambitious target of attracting 3 million tourists and generating $ 5 billion in revenue for 2025 is unrealistic.

“We have categorically informed the authorities that the 3 million arrival target, which is nearly a 50% increase from 2024 — is not achievable without an aggressive promotional push,” industry representatives of the two main trade associations stressed. 

They said Sri Lanka is driven by organic growth. “If we do not roll out any promotional efforts, this organic growth will only go into the informal sector. If 60% of the total arrivals chose to go to the 40,000 informal sector establishments, it will not reflect as a development in the industry or the economy, as there will be no tax income generated to the State,” they added.

“Competing destinations are way ahead running aggressive campaigns, while Sri Lanka Tourism is still dragging its feet,” they claimed.

Last month, Sri Lanka Tourism Chairman said the SLTDA has embarked on a formalisation drive targeting vast informal tourism sector, which includes over 40,000 establishments compared to just over 8,000 registered in the formal sector (https://www.ft.lk/front-page/Sri-Lanka-to-unveil-unified-national-tourism-brand-with-global-campaign-post-Avurudu/44-775394).

Adding to the woes, Sri Lanka Tourism proposed a free-visa scheme for 39 countries approved in August 2024, which remains unimplemented due to bureaucratic delays and political transitions.

Industry stakeholders warn that this inaction could hurt Sri Lanka’s competitiveness, especially as neighbouring destinations actively lure tourists with visa-free entry and aggressive marketing.

They pointed out that the first four months of 2025 backed by the usually reliable winter travel boost have underwhelmed, with arrivals missing monthly targets.

Apart from the usual round of trade show appearances at World Travel Market (WTM), Internationale Tourismus-Börse Berlin (ITB) and the recent Arabian Travel Market (ATM)—there has been no sign of this long-heralded promotional pivot.

Despite these challenges, Sri Lanka still managed to woo 896,884 tourists by the end of the first four months, marking a silver lining. However, it is still short of the monthly target of 250,000 needed to meet the annual goal. As per the SLTDA’s forecast Sri Lanka should attract 1,144,137 visitors for the first four months, but fell short of 247,253 travellers—suggesting the challenges the sector faces in meeting its ambitious goals for 2025.

The industry opined that failing to act swiftly on these key issues could derail momentum—pushing travellers toward more competitive destinations in the region. 

First Capital Research in one of their recent analyses noted that Sri Lanka may miss its 2025 tourism target by around half a million due to a slower-than-expected recovery in tourist arrivals, especially during the off-peak months. Their analysis suggested that unless arrivals accelerate significantly in the coming months, the country may fall short of the 3 million goal. The forecast also reflects concerns over global economic conditions, regional competition, and potential geopolitical or travel disruptions.