With a strong growth in first nine months when it received over 1 million visitors, Sri Lanka is eyeing 1.5 million tourists in current year. It is set to launch a new global campaign in 2024.

As the World Travel Market (WTM) opens in London on Monday, Sri Lanka will use the global tourism fair to launch a new global brand campaign to propel growth ahead.

According to a press statement, Sri Lankan Tourism Minister Harin Fernando, who is in London, will launch the campaign. The statement adds that Sri Lanka has registered a very strong growth in the first nine months of the year, recording 1 million visitors by September and expects 1.5 million in the year.

With rebranding for a strong country brand to be launched at WTM, enhanced trade partnerships and collaboration, and a substantial Global Tourism Brand marketing budget for 2024, Sri Lanka looks set for further growth in 2024.

Sri Lanka’s tourism industry has proven its competitive edge, especially compared to regional counterparts such as the Maldives, India. The UK, Germany, France and Russia are the primary source markets driving growth. The positive trend continues, and Sri Lanka remains optimistic about surpassing its annual target of 1.5 million tourists by the year-end.

The statement adds that the primary objective of the campaign is to attract more visitors from key markets through these strategic campaigns while championing sustainable tourism initiatives. Visitors to WTM can find out more at the opening ceremony of the stand, press conference and networking event. 

“The Ministry and the Sri Lanka Tourism Promotion Bureau’s paramount focus is to create a robust country brand through a comprehensive rebranding exercise, highlighting Sri Lanka’s unique assets. To achieve this, we will prioritise the key source markets through year-round digital and PR campaigns, with a particular emphasis on the UK,” says Fernando.

“Ongoing promotions will introduce new initiatives to maintain a competitive edge for the destination” he adds.

The UK is traditionally an important market for Sri Lanka. British visitors enjoy the unique culture, many historical sites, wildlife, diverse gastronomy and tea plantations with their British architectural style.

Sri Lankan Airlines, the national carrier, is gearing up to extend its routes, connecting more UK cities and other key destinations, thereby providing travellers with convenient access to Sri Lanka.