The concerted efforts by Sri Lanka Tourism to promote the Island globally through its integrated and strategic campaign, continues to bring attention to the island. The strategies executed have led to a surge of positive reviews and recommendations from the world’s media, even during the pandemic. High profile coverage on CNN, BBC, and AL Jazeera has enabled the island to stay top-of-mind in vital source markets. This will no doubt prove invaluable once international borders open.
One of the most compelling features includes an expose for CNN Travel by Henry Golding, star of the hit movie ‘Crazy Rich Asians’. The feature gave the island excellent exposure and global recognition, creating an impact on key source markets in Asia. Prominence for the Island in the source markets of Singapore, Malaysia, Thailand, Hong Kong, and other Asian destinations, allows for a steady stream of tourists all year round which will bring in a significant number of visitors to the country during the offseason, which is essential for a robust and sustainable tourism industry.
Pre-empting the changes in travel trends, Sri Lanka Tourism is working on strategies to ensure Sri Lanka is more accessible to the world, opening the country to new markets which will in turn enable a faster post-pandemic recovery both for the tourism sector and the local economy.