Sri Lanka Tourism to launch unified national brand from January

• Chairman Buddhika Hewawasam says creative assets to be finalised next month with full-scale rollout set for January and peak promotional activities scheduled for May 
• Stresses creating a consistent year-round destination image replacing campaign taglines to boost global appeal and maximise returns
• Opines previous campaign although conceptualised, lacked strategic breadth required for global tourism push
• Expresses confidence in attracting more tourists, while increasing high-end visitors who stay longer and spend lavishly

By Charumini de Silva

Sri Lanka Tourism is set to unveil a unified national brand in January instead of going ahead with campaign taglines, aiming to redefine the country’s global tourism appeal and achieve a higher return on investment (RoI).

The strategy, which shifts away from the piecemeal approaches of previous administrations, reflects a new vision for marketing Sri Lanka as a 365-day destination. 

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“We plan to finalise the creative assets for the new campaign by next month, with the full-scale rollout set for January and peak promotional activities scheduled for May 2025,” Sri Lanka Tourism Chairman Buddhika Hewawasam told the Daily FT.

He explained that the existing promotional efforts had fallen short of expectations. 

“We reviewed what the previous administration had done in terms of promotions and found out that it was essentially a PR and digital campaign targeting just five markets – India, China, Russia, Germany, and France – pared down from the originally intended 11 countries,” he disclosed, further clarifying that the existing tagline, ‘You’ll come back for more,’ functions as a campaign slogan rather than a national branding tagline.

Hewawasam explained that the previous campaign, although conceptualised, lacked the strategic breadth required for a global tourism push. 

“Our view is that any campaign must deliver strong RoIs. For tourism, that means both an influx of tourists and increased earnings. A national brand should effectively position Sri Lanka as a year-round destination, showcasing its diverse attractions during off-peak seasons,” he noted. “The groundwork is being laid for a campaign that aligns with the industry’s needs and positions Sri Lanka competitively on the global stage,” he asserted.

Hewawasam also stressed that with every new Government, the tourism taglines and brandings are frequently changed, which should not happen. 

Instead, the Chairman pointed out the importance of having a unified national branding strategy, similar to ‘Incredible India’ or ‘Malaysia Truly Asia’ to avoid wasting hundreds of millions each time a new Government comes, and build a consistent narrative positioning Sri Lanka as a destination that emphasises the sophistication and substance behind the tourism offerings.

Hewawasam said the new unified national brand will highlight a multi-dimensional approach that extends beyond scenic attractions, integrating industries such as Ceylon Tea and apparel, focusing on an experience-driven narrative which resonates with the interest of the travellers.

He also noted that despite the absence of a comprehensive promotional campaign, Sri Lanka’s tourism industry has shown resilience, experiencing organic growth. Hewawasam attributed this to the natural allure of the island and its appeal to diverse traveller segments.

“We are confident this campaign will not only increase visitor numbers but also attract higher value tourists who spend more and stay longer. It is about aligning our marketing strategy with the vast potential of Sri Lanka’s tourism sector,” Hewawasam pointed out.