After months of anticipation, Sri Lanka Tourism Promotion Bureau (SLTPB) yesterday announced that it will officially launch its long-awaited ‘Nation Branding Campaign’ on 26 June, to rejuvenate its global tourism image and woo travellers.
In a statement, SLTPB described the upcoming event as an “extraordinary” gathering, promising to bring together top State officials, key private sector players, tourism experts and guests on a single platform.
The move is something the private-sector-run industry stakeholders have constantly urged the authorities and the Government to expedite the campaign, stressing that without a robust promotional push, only through an ‘organic footfall’ — the ambitious target of attracting 3 million tourists and generating $ 5 billion in revenue for 2025 is unrealistic.
Although the date of the event has been confirmed, the venue is yet to be disclosed.
The early announcement, nearly three weeks ahead, is somewhat unusual, particularly for an event, where finer logistical details remain under wraps. However, industry sources suggest the move is part of a strategic effort to generate pre-launch buzz and position Sri Lanka as a destination that is not only ready, but eager to re-enter the international spotlight with renewed energy and focus.
“This landmark occasion will showcase the latest initiatives driving the growth and development of Sri Lanka’s thriving tourism industry, while highlighting the remarkable progress in tourist arrivals,” it added.
