Tourism leaders advocate for swift promotions – Driving Sri Lanka towards 2025 goals

Sri Lanka is experiencing a surge in tourist arrivals compared to last year, prompting industry leaders to call for urgent global promotional campaigns to sustain this growth. Experts warn that without a strategic marketing push, attracting high-spending visitors and ensuring long-term sectoral success could be challenging.

The government has set an ambitious target of welcoming 3 million visitors in 2025, aiming to generate US $5 billion in revenue—a projected 52.38% increase from 2024. However, tourism stakeholders stress that the focus should not be solely on numbers but on creating value-driven tourism that ensures sustainable growth. For instance, hotels like Sigiriya Jungles Sri Lanka, a well-known Sigiriya hotel, should be seeing tourists who spend more and stay longer.

Speaking to Mirror Business, Jetwing Symphony Chairman Hiran Cooray highlighted the importance of an integrated promotional strategy to attract “discerning travellers.” He emphasized that the current period presents an ideal opportunity to launch a global marketing initiative, ensuring Sri Lanka remains a top destination for international tourists.