THASL launches Digital Destination Campaign to enhance global awareness

The Hotels Association of Sri Lanka (THASL), the apex body representing the country’s formal hotel sector, announced the launch of its digital destination campaign titled “Truly Sri Lanka,” marking the first ever industry-driven initiative anda milestone in promoting island’s diverse tourism offerings to emerging markets.

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Representing international and local hotel brands, boutique resorts, wellness retreats, wildlife lodges, and themed properties, THASL plays a pivotal role in Sri Lanka’s tourism industry. Nearly 70 percent of Sri Lanka’s total tourism workforce is employed in hotels, while the collective investment in land and buildings exceeds US$ 15 billion.

Hotels also generate the highest earnings within the industry and remain the largest contributors to government revenue through taxes, levies, and fees.

In addition to their economic contribution, hotels across Sri Lanka play a vital role in uplifting local communities through indirect and induced impact, creating employment opportunities and supporting small-scale suppliers such farmers, fishermen, and artisans. Many THASL members also carry out meaningful CSR initiatives that often go unnoticed, reinforcing the sector’s deep-rooted commitment to national development.