Sri Lanka tourism sets out to capture repeat visitors

Sri Lanka showcased its latest destination branding at World Travel Market (WTM), hoping to lure back previous visitors.

The new destination campaign has the tagline ‘You’ll Come Back for More,’ which is directed at the 33% of the market who are repeat visitors to Sri Lanka.

The campaign aims to leave a lasting impression on visitors, ensuring they come back.

The Sri Lanka Promotion Bureau intends to officially launch the global campaign in early 2024 and has a goal of attracting five million tourists by 2030.

The Hon. Harin Fernando, Sri Lanka Tourism Minister, added that adventure tourism would be a key component in the Sri Lanka tourism strategy, with an influencer campaign already planned.

It aims to attract new hotel brands, increase fam trips, and add new strategic partnerships.

Sri Lanka reached one million arrivals in September and expects to finish the year with 1.5 million tourist arrivals.

Sri Lanka tourism has recovered well following the country’s economic crisis.

For 2024, Fernando announced a target of reaching 2.5 million visitors.

“The Ministry and the Sri Lanka Tourism Promotion Bureau’s paramount focus is to create a robust country brand through a comprehensive rebranding exercise,” the Minister said.

During 2023, Sri Lanka hosted three Fam trips for UK travel agents.

Fernando announced plans to expand with at least six trips next year, in addition to those arranged by private companies.

It expects to welcome at least 200 agents on fam trips in 2024.

Sri Lanka also cemented its travel trade partnerships with travel trade groups such as ITAA and ABTA in 2023. The country also maintains its relationship with ANTOR. 

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