Tourism gets a World Bank powered boost
By Zanita Careem With Sri Lanka tourism entering a new phase of growth, the Deputy Minister of Foreign Affairs, Foreign Employment and Tourism, Professor Ruwan Ranasinghe outlined the Government’s forward looking approach, stressing that Sri Lanka must move forward, and must move beyond short term promotional efforts and build a tourism industry backed by clear […]
Sri Lanka’s tourism sector is set to undergo a transformative boost with the launch of two World Bank-supported initiatives. At a recent press conference, Deputy Minister of Foreign Affairs, Professor Ruwan Ranasinghe, announced the National Tourism Strategy Planning Consultancy for 2026-2031, aimed at developing a five-year framework for sustainable, competitive tourism.
This marks a significant shift from past promotional efforts to a strategy centered on value creation, sustainability, and inclusivity, aiming to generate greater economic opportunities for local communities.
The consultancy will focus on key priorities such as enhancing visitor spending and length of stay, strengthening local supply chains, modernising institutions, and embedding sustainability across tourism activities. It also emphasizes skills development, digital transformation, and diversification of tourism products to attract high-value segments like wellness, eco-tourism, and cultural tourism.
The deputy minister emphasized that while Sri Lanka possesses the natural beauty and cultural heritage needed to compete globally, a coordinated approach involving government, industry stakeholders, and international expertise is essential.
The launch of the global promotional campaign road map represents another major milestone. This campaign aims to reposition Sri Lanka as a premier global destination by highlighting its unique blend of culture, nature, and wellness. Developed with international expertise, it will employ data-driven marketing, influencer collaborations, and destination storytelling to create a strong, differentiated brand identity.
By positioning Sri Lanka as a destination offering diverse, high-value experiences, the campaign seeks to attract discerning travellers willing to spend more, thereby significantly increasing the tourism industry's contribution to Sri Lanka's economy.
Written by urgent.news from The Island Sri Lanka's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
