Global tourism campaign with Australia as first priority market

Sri Lanka has launched an interim global digital media and public relations campaign to strengthen its presence in key international tourism markets, beginning with Australia as the first priority destination.

Deputy Minister of Tourism Prof. Ruwan Ranasinghe said the initiative marks a major shift from traditional business-to-business promotion towards a broader, consumer-focused global campaign aimed directly at potential travellers. The campaign, launched in Colombo under the theme “Sri Lanka in a New Light – A Strong Voice, a Wider Reach, a Story that Travels Further,” is designed to enhance Sri Lanka’s visibility in competitive international markets.

Australia was selected as the first focus market due to its strong growth potential, high-value travellers, longer average stays, and improving air connectivity with Sri Lanka. Tourist arrivals from Australia exceeded 100,000 last year, and around 70,000 have already visited this year, with expectations of reaching at least 150,000 arrivals. The campaign will also expand beyond traditional Australian cities such as Sydney, Melbourne, and Brisbane to include Perth and Adelaide, widening market reach.

Improved connectivity, including direct routes and transit options via Vietnam, is expected to further support growth. Prof. Ranasinghe also highlighted Australia as a high-yield market that contributes significantly to tourism earnings due to longer stays and higher spending.

The campaign will be tailored to each market rather than using a uniform approach. In addition to Australia, initial focus markets include the United Kingdom, Germany, India, China, and Russia, with country-specific digital and PR strategies. Future expansion is planned for France, Italy, Spain, the Maldives, Canada, Poland, Belarus, Japan, and South Korea.

The broader goal is not only to increase arrivals but also to boost year-round tourism, extend visitor stays, and increase revenue. Sri Lanka aims to achieve US$10 billion in tourism earnings by 2030 by targeting higher-value segments and diversifying its tourism offerings, including wellness, Ayurveda, wildlife, diving, golf, and adventure tourism.

The strategy also emphasizes promoting lesser-known destinations, particularly in the Northern and Eastern provinces, to encourage wider travel and longer stays. The campaign further aims to strengthen Sri Lanka’s international image by highlighting its improving economic stability, governance, infrastructure, and connectivity.

The interim campaign will run for six months, followed by a broader global rollout supported by institutions such as the Asian Development Bank and the World Bank. Around Rs.5 billion has been allocated for the long-term campaign, which is expected to run for at least two years. Officials stressed that sustained global promotion is essential to establish Sri Lanka as a leading tourism destination and ensure wider economic benefits.

Source: Daily News