Middle Eastern and East Asian Tourists Eye Sri Lanka as Hotels Launch Bold New Digital Campaign Targeting Saudi Arabia, Oman, and Malaysia – A Detailed Look Into the Strategy

Published on November 12, 2025

Sri Lanka’s tourism sector has launched an exciting new digital marketing campaign to attract visitors from key Middle Eastern and East Asian markets. This new initiative, kicked off in late October, is a direct response to the lack of a national tourism branding campaign and aims to revitalize the island nation’s appeal. Focusing on Saudi Arabia, Jordan, Oman, Thailand, Malaysia, and Singapore, the campaign offers a bold strategy to boost travel to Sri Lanka, especially for the high-spending traveler seeking both adventure and luxury.

The Private Sector Takes Charge of Sri Lanka’s Tourism Push

With Sri Lanka’s tourism sector facing stagnation, the launch of this private sector-driven digital campaign marks a significant shift in how the country plans to recover and attract international tourists. Led by the Hotels Association of Sri Lanka (THASL), the campaign has already garnered support from 60 hotels. This number is expected to grow as the campaign builds momentum. The investment in the project currently stands at 25 million rupees (approximately US$82,000), a modest yet impactful starting point for what is anticipated to be a highly successful initiative.

The Truly Sri Lanka digital marketing campaign is designed to leverage Sri Lanka’s year-round tourism potential, targeting countries in close proximity with high outbound travel rates. Unlike Western markets, where travel is often seasonal, countries like Saudi Arabia and Thailand offer consistent demand for short-haul destinations like Sri Lanka. By focusing on these countries, the initiative is tapping into a demographic with high disposable income, ensuring that Sri Lanka is positioned as a premium destination for travel.

A Timely Initiative for Sri Lanka’s Tourism Sector

The launch of this campaign comes at a time when Sri Lanka has received significant international recognition. With accolades from global travel agencies and awards celebrating the country’s natural beauty, Sri Lanka is a hidden gem waiting to be explored by a wider audience. The current effort is seen as a temporary but necessary response to the prolonged delay in the launch of an official national tourism branding campaign.

While the government has not yet rolled out a unified tourism campaign, this digital push by Sri Lanka’s hotels aims to bridge the gap. It presents an exciting opportunity to spotlight the island’s diverse tourism offerings, ranging from its picturesque beaches and rainforests to its cultural heritage and modern resorts.

How Sri Lanka is Attracting Visitors from the Middle East and East Asia

The focus on Middle Eastern and East Asian countries reflects the changing dynamics of global tourism. Sri Lanka, known for its pristine beaches and rich cultural heritage, is perfectly positioned to attract travelers from this region. With direct flights to and from major cities in the Middle East and East Asia, such as Doha, Dubai, Bangkok, and Singapore, Sri Lanka offers accessibility along with affordable luxury.

In addition to the luxury resorts, travelers can explore Sri Lanka’s historical sites, including the ancient city of Anuradhapura, Sigiriya, and the Temple of the Tooth in Kandy, alongside vibrant city life in Colombo. This balance of natural beauty and cultural history makes Sri Lanka a unique offering in the competitive tourism market.

What Should Travelers Know Before Visiting Sri Lanka?

Travelers heading to Sri Lanka from the Middle East and East Asia should keep a few important tips in mind to make the most of their journey. For a seamless experience, here are some suggestions:

1. Plan ahead for cultural experiences: Sri Lanka is home to a diverse range of religious sites and ancient temples. Many of these require visitors to dress modestly. It’s best to pack light, respectful clothing to access these cultural landmarks.
2. Weather awareness: Sri Lanka’s climate is generally warm and tropical, but it can also be rainy depending on the region and time of year. Check the weather forecast before packing.
3. Currency and tipping: While major international credit cards are accepted at most hotels, it’s advisable to carry local currency (Sri Lankan Rupees) for small purchases and tips. Tipping is customary in Sri Lanka for hotel staff, drivers, and tour guides.
4. Explore local cuisine: Sri Lanka is renowned for its spicy food, so visitors should be prepared to try local dishes like rice and curry and hoppers. Always check with your hotel staff about dietary restrictions and local delicacies.
5. Eco-conscious travel: Sri Lanka is making strides in promoting eco-friendly tourism. Travelers are encouraged to support sustainable practices by staying in green-certified hotels and reducing their environmental footprint.

The Future of Sri Lankan Tourism

The Truly Sri Lanka campaign is only the beginning. As more hotels and stakeholders join the initiative, it is expected to evolve into a powerful, all-encompassing tourism drive. In the coming months, Sri Lanka’s tourism sector will see a more collaborative effort between the private and public sectors to promote the island’s tourism potential globally.

As the world slowly recovers from global travel disruptions, Sri Lanka is positioning itself as a top destination for Middle Eastern and East Asian travelers, ready to showcase its breathtaking scenery, vibrant culture, and high-end resorts.

Potential for Growth in Sri Lanka’s Tourism Sector

The Sri Lankan tourism sector has enormous potential for growth. With countries like Saudi Arabia, Thailand, and Malaysia showing increasing interest in travel to Sri Lanka, the island nation is poised to become a must-visit destination for travelers seeking both relaxation and adventure. Moreover, this private sector-led initiative could inspire other sectors within Sri Lanka’s economy to similarly innovate and drive global engagement.

This new digital campaign, though relatively small in scale compared to national efforts, is setting a strong foundation for future tourism growth. It also positions Sri Lanka as a forward-thinking, adaptable destination ready to welcome the world with open arms.