Sri Lanka’s Private Sector Launches Innovative Digital Campaign to Boost Tourism in Key Emerging Markets

Private Sector Takes the Lead in Destination Marketing

In a bold move to revitalize tourism amid delays in government efforts, Sri Lanka’s private sector has initiated its first-ever self-funded and expertly curated digital marketing campaign. The campaign, entitled “Truly Sri Lanka,” is focused on promoting the island’s rich tourism offerings to emerging markets in the Gulf and Southeast Asia. This initiative marks a fresh chapter in destination promotion, driven by passionate industry stakeholders including the country’s Hotels Association and Nations Trust Bank American Express (NTB AMEX).

Campaign Focus and Execution

The campaign targets six countries known for their growing potential in year-round tourism: Saudi Arabia, Jordan, Oman, Thailand, Malaysia, and Singapore. These markets have collectively contributed nearly 44,000 tourist arrivals in the first nine months of this year alone, with Malaysia leading the pack in visitor numbers. Despite tourism already flowing from these regions, many travelers still prefer competing destinations, making this campaign crucial to boosting Sri Lanka’s visibility and appeal.

The campaign is structured in three-month phases scheduled across three years, with plans to extend to additional markets. At a glance, over 60 hotels have already partnered in this digital effort, with more industry stakeholders expected to join and amplify the initiative.

Why a Private Sector Campaign?

The initiative arises from frustration over the stalled progress by public agencies on a cohesive global marketing strategy. Industry insiders note that while tourist arrivals have been rising steadily, the overall earnings from tourism have not kept pace. By spearheading this campaign, the Hotels Association of Sri Lanka hopes to reposition the country in competitive emerging markets and generate better economic outcomes.

The association represents a vital segment of Sri Lanka’s tourism machinery, accounting for a significant share of employment and direct economic contribution. The diverse portfolio of its members includes luxury international brands, boutique retreats, wildlife lodges, and wellness resorts, all woven into the country’s tourism tapestry.

Benefits Beyond Direct Revenue

Hotels and resorts also play a pivotal role in uplifting local communities by creating jobs and supporting small-scale suppliers such as farmers and artisans. Corporate social responsibility projects further underscore the sector’s commitment to sustainable development and community welfare.

This collective approach aims to ensure Sri Lanka’s natural beauty and cultural heritage are preserved for future travelers while enhancing the quality of visitor experiences today.

Campaign Components and Digital Focus

Recognizing the power and cost-effectiveness of digital marketing, the campaign is managed by eMarketingEye, an industry specialist focused on maximizing outreach through social media and other digital channels. Visitors from target countries can explore available hotel options and make bookings via the dedicated “Truly Sri Lanka” website, which provides direct links to partner hotel sites for a seamless experience.

Role of Key Leaders

• M. Shanthikumar, President of the Hotels Association of Sri Lanka, calls the campaign a milestone for the industry and stresses its long-term sustainable goals.
• Eksath Wijerathne, Vice President of the association and CEO of Browns Hotels & Resorts, highlights the aim of increasing Sri Lanka’s tourist arrivals toward the national target of 3 million by the end of 2025.
• Rajitha Dahanayake, CEO of eMarketingEye, believes the campaign will significantly boost Sri Lanka’s value proposition in the eyes of international travelers.
• Sheahan Daniel from NTB AMEX emphasizes the importance of private sector collaboration in national tourism promotion, referencing NTB’s role in securing visibility on the global American Express platform.

Looking Forward: Tourism Growth Amid Challenges

Sri Lanka recorded a 16.2% increase to 1.73 million tourist arrivals in the first nine months of 2025, yet earnings rose by only 5%, underlining the need for strategic marketing and positioning. The country aims to welcome 5 million visitors and garner $10 billion in tourism revenue by 2030.

Impacts on Taxi and Transfer Services

As such destination campaigns boost visitor numbers, the ripple effect on ground transportation services—including taxis, private transfers, and airport shuttles—becomes significant. Travelers increasingly seek reliable, well-priced transport options with detailed service information to navigate foreign cities comfortably. Platforms like LocalsRide.com provide transparency and choice by letting users select vehicles by make, model, and driver ratings, ensuring a stress-free transfer experience during busy tourism surges.

Key Takeaways and Personal Experience

While reviews and industry reports provide valuable insights, nothing compares to firsthand experiences. Tourism growth fueled by initiatives like “Truly Sri Lanka” promises better service quality and choice. On LocalsRide, travelers can book vehicles from verified providers offering a variety of cars and additional options at fair prices. The platform’s transparency and ease of use ensure a smooth ride whether heading from the airport or across city destinations. Get the best offers LocalsRide.com.

Conclusione

Sri Lanka’s private sector-driven digital campaign illustrates how industry players can innovate and step up when broader initiatives lag. By targeting key growth markets and empowering travelers to connect seamlessly with accommodation and services, the campaign paves the way toward meeting ambitious tourism goals. As visitor numbers rise, so will demand for efficient transfer services, highlighting the importance of transparent, adaptable platforms like LocalsRide.com that offer travelers exactly what they need—reliable cars, professional drivers, and fair rates worldwide.

The combined strength of this digital push and trustworthy transfer options ensures travelers can explore Sri Lanka comfortably and confidently, supporting sustainable growth that benefits both tourists and locals alike.