Sri Lanka targets three million tourists in 2025, driven by the Sri Lanka Tourism Promotion Bureau’s (SLTPB) upcoming marketing campaigns.
Starting in September, PR and digital efforts will focus on key markets like the UK, France, Germany, China, and India, with a combined budget of Rs.1.6 billion.
The second phase will expand to Russia, Australia, Scandinavia, and other markets.
SLTPB aims to boost arrivals by 700,000 next year but stresses the need for balanced growth, ensuring infrastructure development keeps pace with tourism.
Despite challenges, SLTPB is confident in achieving this year's target of 2.3 million tourists.