The Ministry of Foreign Affairs, Foreign Employment and Tourism held a high-level meeting in Colombo on the implementation of Sri Lanka’s Global Destination Marketing and Communication Campaign, supported by the World Bank, Sri Lanka Tourism said in a statement.
The meeting focused on a long-term, data-driven approach based on analysis of tourism demand and supply, visitor behaviour, destination branding and international marketing.
Participants also discussed a transparent procurement process and stronger institutional capacity for the campaign.
MTI Consulting and Skift Inc./JD will provide technical expertise and strategic guidance. The Ministry said the campaign is expected to raise tourist arrivals and create economic opportunities.
Secretary to the Ministry Aruni Ranaraja and Director General of National Planning H.P. Somathilaka attended, along with tourism institution heads and representatives of SLAITO, TAASL, the Tourism Advisory Committee and the World Bank.
