Skift and MTI Consulting have been selected by Sri Lanka’s Ministry of Tourism and the World Bank to develop a roadmap for the country’s global destination communication campaign.
The assignment includes a five-year global promotional campaign strategy, backed by market intelligence, marketing direction and a campaign management blueprint. It aims to update Sri Lanka’s tourism messaging so that it is based on research and benchmarked internationally.
The consultants will support the Sri Lanka Tourism Promotion Bureau and the Ministry of Foreign Affairs, Foreign Employment and Tourism during the pre-launch phase. They will also draft the Terms of Reference for the campaign itself.
The work falls under the ministry’s Tourism for Heritage, Resilience, Inclusion and Value-driven Employment (THRIVE) Project and is funded through the World Bank’s Grant Facility for Project Preparation.
The campaign is relevant to tourism earnings, a key source of foreign exchange for Sri Lanka.
