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Inconsistent branding weakening Sri Lanka tourism: analyst
Sunday Island
|June 01, 2025
ECONMYNEXT - Sri Lanka has failed to maintain a consistent and strategic tourism marketing campaign to boost the industry, an industry professional has said.
“We have been having few, you know, taglines for Sri Lanka for the past 10 years. So I think consistency is also something that we need to put in place with our strategy,” President of the Sri Lanka Association of Inbound Tour Operators (SLAITO) and the managing director of Aitken Spence Travels, Nalin Jayasundera told a forum.
“We have had about 7 chairmen during the last 10 years and about 5 taglines during the last 10 years.”
The tourism industry is Sri Lanka's third largest industry, generating over 3.17 billion US dollars in 2024 surpassing the target of 3 billion US dollars.
However, missteps in the cohesive tourism promotion strategy holds back Sri Lanka's potential as a tourism destination in the world, industry professionals say.
“There is a need for more consistent and integrated marketing communication for destination branding,” the Strategic Plan for Sri Lanka Tourism 2022-2025 states.
This story is from the June 01, 2025 edition of Sunday Island.
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