Sri Lanka advances its World Bank-supported global tourism marketing campaign, focusing on destination branding, visitor behaviour and data-driven promotion.
Sri Lanka is taking steps to implement a Global Destination Marketing and Communication Campaign aimed at strengthening the country's position in international tourism markets.
The initiative, supported by the World Bank, was discussed at a high-level meeting held at the Ministry of Foreign Affairs, Foreign Employment and Tourism.
The campaign will focus on long-term, data-driven tourism promotion by analysing visitor behaviour, tourism demand, destination branding and international market trends.
MTI Consulting and Skift Inc./JD will provide technical expertise and strategic guidance to support the campaign's development and implementation.
The Ministry also highlighted the importance of transparent procurement, stronger institutional capacity and cooperation between public and private tourism stakeholders.
The campaign aims to establish a sustainable international marketing strategy, attract more visitors and create economic opportunities across Sri Lanka's tourism industry.
The initiative represents a move towards more structured, research-based destination promotion in key international markets.
