Sri Lanka has initiated a temporary digital and public relations tourism campaign worth 1.5 billion rupees across six major markets while preparing a larger 5-billion-rupee global promotional drive, with authorities targeting over 5 billion US dollars in tourism revenue by next year.

Sri Lanka has deployed an interim tourism marketing campaign valued at approximately 4.52 million US dollars across six key source markets as a stepping stone toward a comprehensive global promotion strategy. The temporary initiative, which will run until April, targets Australia, the United Kingdom, Germany, India, China, and Russia with allocations of 100 million rupees per country. According to Deputy Minister of Tourism Ruwan Ranasinghe, this bridge campaign addresses a prolonged absence of coordinated international tourism promotion while preparations continue for the larger 5-billion-rupee campaign.

The full-scale global marketing campaign is scheduled to launch by April and will operate over a two-year period. International financial institutions, including the Asian Development Bank and the World Bank, are providing technical support for procurement and campaign management. The promotional strategy emphasizes product diversification, including marine, adventure, and wellness tourism, while aiming to distribute visitors more evenly across Sri Lanka's less-visited Northern and Eastern provinces.

Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam outlined an ambitious approach centered on nation branding that connects the country's distinctive assets into a unified narrative. The Australian segment alone targets 16 to 18 million digital impressions and up to 8 million website visits, supported by roadshows and partnerships with airlines and travel platforms. The campaign also incorporates artificial intelligence-powered trip planning tools.

The tourism sector has expressed strong support for the initiative. The Hotels Association of Sri Lanka President Asoka Hettigoda noted that hoteliers have invested over 15 billion US dollars in the accommodation sector and called for monthly progress reviews to ensure equitable returns. The government is targeting 4.2 billion US dollars in tourism earnings this year from 2.7 million arrivals, with next year's goal set at 5 billion US dollars from over 3 million visitors, working toward a long-term objective of 10 billion US dollars annually by 2030.