Global tourism promotion campaign to go live end-April

Sri Lanka will launch its long-awaited global tourism promotion campaign by the end of this month, adopting a strategic shift from traditional tourism marketing to a comprehensive nation branding initiative that highlights the country's diverse economic and cultural strengths.

- By NISHEL FERNANDO

The new campaign, which replaces the conventional tourism taglines, will integrate Sri Lanka's key sectors including tourism, tea, apparel and cricket under a unified national brand identity, according to Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam.