Sri Lanka’s new country branding for tourism to be unveiled at WTM, London

Thursday, August 23, 2018

Sri Lanka’s Tourism Development Minister John Amaratunga said that Sri Lanka’s new country branding for tourism, focusing on diversity of attractions, will be unveiled at the World Travel Mart (WTM) in London in November this year.

A global branding agency has been chosen for the launch of the brand, which will be followed by a media blitz in existing and new markets for promoting Sri Lanka.

A global marketing campaign will be carried on henceforth, for which the request for proposals process will be executed in the final quarter of this year.

Amaratunga said, “We intend to launch this campaign at ITB in Berlin in March 2019, which is the largest annual tourism fair in the world.”

The aim of the country branding initiative is for providing Sri Lanka a distinct brand identity which will help the tourism industry set apart the island in the competitive global tourism market.

Amaratunga added, “Sri Lanka has always focused on its diversity to attract visitors to the country. It’s this diversity that we intend to focus upon.”

The tourism promotion strategy was developed with the help of multinational agencies in the country and the Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Tourist Hoteliers Association of Sri Lanka (THASL).

Amaratunga concluded, “I am confident that this collective and inclusive effort will help drive awareness of Sri Lanka as a destination and will be the fore-runner to help us achieve our ambition of surpassing 3 million visitors in 2019.”

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