Sri Lanka Tourism Launches New Global Campaign – Two-Phase Strategy in Place

An initiative that promises to bring more visitors to the country, a new global campaign has been launched by Sri Lanka Tourism. Billed as the most ambitious international campaign following a 16-year gap, it kicked off this month and will encompass digital marketing, below-the-line and above-the-line advertising, public relations and collaborations with celebrities and social media influencers. The country has been seeing an increase in arrivals this year with visitors looking to enjoy safe stays at luxury hotels in Sri Lanka; options include properties of Amaya Resorts & Spas that let visitors experience the island’s rich culture, unspoilt beaches, and idyllic mountains.

The campaign started this month is part of the short-term first phase and is running under the slogan, “Sri Lanka is ready to check-in.” It will look to change negative perceptions travellers may have of Sri Lanka while creating awareness that the country is open for travellers and has much to offer. The second phase which will begin from January 2024 onwards will be a long-term promotion with the “You’ll come back for more,” tagline; it will look to focus on such markets as Japan, the Middle East, Russia, the Republic of Korea, Scandinavia, and Australia and is expected to bring more arrivals next year.