Sri Lanka Tourism Prepares for Its Next Act
Sri Lanka is preparing to take its tourism industry into a new phase, with a five-year national strategy and a global promotional campaign being developed to strengthen the country’s competitiveness, attract investment and sharpen its presence in international markets.
Two major consultancy assignments were officially launched yesterday with support from the World Bank’s Grant Facility for Project Preparation (GFPP), bringing together long-term tourism planning and a renewed approach to presenting Sri Lanka to the world.
Deputy Minister Prof. Ruwan Ranasinghe, who officiated at the launch, emphasised the importance of the initiatives in shaping a globally competitive, sustainable and resilient tourism sector.
The National Tourism Strategic Planning Consultancy (2026–2031) has been awarded to a joint venture between Spain-based Aninver Development Partners and Sri Lankan firm EML Consultants PLC.
The consultancy will develop a comprehensive strategic framework covering tourism demand and supply, investment needs, regulatory and institutional arrangements, marketing strategy and a national implementation road map.
The plan is expected to form the backbone of Sri Lanka’s tourism strategy for the next five years, while ensuring that provincial priorities are aligned with national policy objectives.
It will also seek to identify investment opportunities and strengthen the institutional capacity required to support the sector’s long-term development.
Alongside the strategic planning exercise, the Ministry launched the Global Destination Communication Campaign Road Map Consultancy, led by US-based Skift Inc. together with MTI Consulting of Sri Lanka.
The consultancy will develop a five-year global promotional campaign strategy supported by market intelligence, creative direction and a campaign management framework.
The aim is to modernise Sri Lanka’s global tourism messaging and make its promotional efforts more insight-driven and internationally benchmarked, while retaining the country’s authentic identity.
Prof. Ranasinghe highlighted the broader national significance of the two consultancies, which together represent a coordinated and forward-looking effort to transform tourism into a high-value economic pillar.
The initiatives are expected to strengthen governance, attract investment, enhance institutional capacity, diversify tourism markets and raise Sri Lanka’s visibility in the global tourism arena.
The two assignments therefore approach the country’s tourism ambitions from complementary directions — one focused on planning the future of the industry, and the other on communicating Sri Lanka’s story to the world.
As Sri Lanka seeks to build on its tourism potential, the new strategy and global campaign are intended to provide both a clearer direction at home and a stronger presence abroad.
