Sri Lanka is stepping up its global tourism presence.

Sri Lanka Tourism has launched an interim Digital, Media & PR campaign aimed at strengthening the island’s position in key international markets and inspiring more travellers to discover Sri Lanka.

The campaign will combine digital and traditional media, with a strong focus on markets such as Australia, while using content-driven storytelling to showcase the many sides of the destination — from eco-tourism and luxury to adventure, wellness, culture and heritage.

With Millennials and Gen Z increasingly relying on social media and digital platforms for travel inspiration, the campaign will focus on influencers, travel journalists, travel trade professionals and experience-driven travellers.

Through social media, search marketing, email campaigns, microsites and paid, owned and earned media, Sri Lanka Tourism aims to turn global interest into stronger engagement and visitor conversions.

Most importantly, real-time data and audience sentiment will help shape and refine the campaign as it progresses.

A stronger digital presence could be a major step toward positioning Sri Lanka as a more visible, relevant and inspiring destination for the next generation of global travellers.