Sri Lanka Targets 3 Million Tourists in 2024 with Belligerent Marketing Campaigns
Sri Lanka aims to attract 3 million tourist arrivals in 2024, driven by strong performance so far this year and favorable conditions anticipated during the upcoming winter season, according to tourism officials.
As part of this effort, the country will launch its first significant promotional campaign in over two decades starting next month, targeting key markets to boost tourist numbers.
The initial phase of this campaign will focus on five major markets: India, China, the UK, Germany, and France.
This will be executed through a six-month digital marketing campaign and a year-long public relations initiative, backed by an investment of Rs. 1.6 billion (Rs. 1 billion for digital marketing and Rs. 600 million for PR).
In the second phase, slated for next year, Sri Lanka will expand its reach to seven emerging markets, including Russia, Australia, the Middle East, Japan, Korea, Italy, Poland, Scandinavia, and Benelux.
This phase will have an investment of Rs. 1.2 billion (Rs. 750 million for digital marketing and Rs. 450 million for PR).
To implement these campaigns, Sri Lanka has selected several agencies through a competitive tender process, including Ogilvy and Holmes Pollard, along with specialized in-country agencies in markets like China and Russia.
The funding for these campaigns has been sourced from the Tourism Development Levy (TDL) and the Embarkation Levy (EL).
Reflecting on the tourism sector’s resilience Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu noted that the industry rebounded quickly after the 2022 crisis, thanks to collaborative public-private initiatives.
Notably, the “Check-In” short-term promotion campaign launched in late 2023 and the “Seeing is Believing” PR initiative, which engaged influencers, bloggers, and media outlets, played a key role.
The new tourism branding identity, “Sri Lanka: You will come back for more,” emphasizes the fact that over 30% of tourists to Sri Lanka are repeat visitors.
Nalin Perera, Managing Director of the Sri Lanka Tourism Promotion Bureau (SLTPB), highlighted that over 50 foreign media personnel, including travel influencers and bloggers, generated more than $500 million in media publicity for Sri Lanka.
Additionally, Sri Lanka participated in 16 international travel shows and organized 16 roadshows in key markets such as India, China, Australia, and Turkey, with a strong focus on business-to-business sessions.
SLTPB officials also noted that various initiatives have led to Sri Lanka receiving 15 international endorsements in 2024, including being ranked as the 5th most popular solo travel destination by Forbes magazine and being recognized as the “Best International Tourism Board” at the Global Tourism Awards in New Delhi.
Moreover, the Meetings, Incentives, Conferences, and Exhibitions (MICE) market has seen growth, increasing its share of total arrivals from 4% to 10%.
Major companies like Pfizer, Toyota, Hero, Tata, and KPMG have hosted large MICE events in Sri Lanka. To further expand the MICE offering, SLTPB, in collaboration with the Sri Lanka Conventions Bureau, has been promoting the Northern and Southern provinces, in addition to Colombo
