Breaking News
Natasha
Natasha
Oct 12 2025
25- Cabinet submission expected within weeks for final approval
- Delays linked to procurement, procedural hurdles
- Campaign to launch unified national brand for global markets
Sri Lanka’s global promotion campaign is awaiting special Cabinet approval, along with recommendations from the Tourism Advisory Committee, according to Sri Lanka Tourism Promotion Bureau (SLTPB) Managing Director Sampath Nishshanka.
Nishshanka noted that Sri Lanka Tourism had already prepared the global promotion campaign, including the budget.
“Within the next few weeks, we plan to present the plan to the Cabinet. As soon as the Cabinet decision is made, we will be able to initiate the process properly,” he added.
The global promotion campaign and unified national branding have experienced delays since their initial proposals to commence in early 2025.
Authorities have explained that certain procedural barriers have contributed to the delay, including issues related to procurement and approval, with efforts being made to address these matters.
The authorities have also called for patience and realistic expectations regarding the global promotion campaign, emphasising that nation branding and global campaigns must be carefully planned and executed.
However, stakeholders have been consistently urging the immediate rollout of tourism promotion, especially to reach the ambitious target of three million tourist arrivals in 2025, which is nearly a 50% increase from 2024, and $ 5 billion in revenue, among other targets.
Specifically for 2025, tourist arrivals are anticipated to reach an optimistic scenario of 3,000,000 and a conservative scenario of 2,676,596.
Source: The morning
