The Ministry of Foreign Affairs and Tourism has taken steps to advance Sri Lanka’s Global Destination Marketing and Communication Campaign, aimed at strengthening the country’s position as a competitive and attractive international tourism destination.
According to a statement issued by Sri Lanka Tourism, a high-level discussion on the implementation of the campaign, supported by the World Bank, was held at the Ministry of Foreign Affairs, Foreign Employment and Tourism.
The meeting focused on adopting a long-term, data-driven approach to tourism promotion, based on an analysis of tourism demand and supply trends, visitor behaviour, destination branding and international marketing strategies.
Discussions also highlighted the importance of ensuring a transparent procurement process and strengthening institutional capacity for the successful implementation and long-term sustainability of the campaign.
The initiative will receive technical expertise and strategic guidance from MTI Consulting and Skift Inc./JD to develop and implement a globally competitive destination marketing programme.
The campaign is expected to strengthen collaboration between public and private sector stakeholders while establishing a sustainable roadmap for promoting Sri Lanka in key international tourism markets.
According to the Ministry, the initiative is expected to increase tourist arrivals, generate economic opportunities and contribute to the country’s broader economic growth.
The discussion was attended by Secretary to the Ministry of Foreign Affairs, Foreign Employment and Tourism Aruni Ranaraja, heads of tourism institutions under the Ministry, representatives of SLAITO, TAASL, the Tourism Advisory Committee, the World Bank, MTI Consulting and Skift Inc./JD, and Director General of National Planning H.P. Somathilaka. (Newswire)
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