Sri Lanka seeks high-value Australian travellers through influencer push

Sri Lanka is intensifying efforts to attract Australian travellers through a high-profile influencer marketing campaign, as Australia emerges as one of the country's fastest-growing and increasingly important tourism source markets.

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The Sri Lanka Tourism Promotion Bureau (SLTPB) will host a group of leading digital content creators from Australia and Indonesia on a familiarisation tour from July 06 to 17, showcasing destinations ranging from Negombo and Dambulla to Ella, Yala, Galle and Colombo.

While influencer tours have become commonplace in global tourism marketing, the latest initiative highlights Sri Lanka’s growing focus on Australia, a long-haul market that delivers relatively high-spending visitors and has steadily climbed the rankings among the island's source markets.

According to the Sri Lanka Tourism Development Authority data, Australia was the third-largest source market in June, contributing 8,720 visitors or 7 percent of total arrivals during the month.