Sri Lankan authorities are set to convene a landmark conference in January 2025, bringing together all tourism stakeholders to craft a unified nation branding strategy aimed at driving the industry’s growth.
The current tagline, “You will come back for more,” developed in the aftermath of the COVID-19 pandemic and economic crisis in 2022, will be discontinued. Sri Lanka Tourism Chairman Buddhika Hewawasam revealed the decision during an interview with TTG Asia, noting that the tagline no longer aligns with the country’s recent international recognition.
“This tagline was created to woo back tourists and is not relevant today. We need a fresh strategy that appeals to all markets,” said Hewawasam, who assumed his position shortly after the new government came to power in November.
The revamped branding will leverage Sri Lanka’s global reputation in two key areas: Ceylon tea and cricket, both synonymous with the nation’s identity.
Tourist arrivals have surged significantly, reaching 1.8 million between January and November 2024, compared to 1.3 million in 2023. With a target of surpassing 2 million visitors, the primary source markets include India, Russia, the UK, Germany, and China.
As part of the branding initiative, a PR agency will be appointed in January to launch the campaign, signaling a new phase for Sri Lanka’s tourism promotion.
The earlier tagline, although delayed and launched only in 2024, was part of a single campaign rather than a comprehensive nation branding effort, further highlighting the need for a cohesive strategy moving forward.
