Tourism campaign set for 2025, but industry predicts year long lag

The government expects to launch its long-delayed global tourism promotion campaign, complete with a new brand identity, early next year, according to a top Tourism Ministry official.

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However, key industry stakeholders fear that, given past experiences and bureaucratic hurdles, the launch could take at least another year.

The much-anticipated integrated marketing campaign is seen as critical for repositioning Sri Lanka as a premier travel destination and accelerating the recovery of its vital tourism sector.

A Tourism Ministry official, speaking to Mirror Business on the condition of anonymity, confirmed that the groundwork is being laid to get the campaign off the ground.

"All previous agreements have expired, and we are finalising the tender, which is now pending cabinet approval. We expect to be able to float the tenders within the next one to two months," the official stated.