Sri Lanka is to change its current tourism slogan and branding strategy to reflect its true potential as a tourism destination, University of Colombo Sustainable Tourism Unit (STU) Prof. D.A.C. Suranga Silva said, at a government press conference.

“If you take the Sri Lanka Tourism Promotion Bureau, it is tasked with placing Sri Lanka’s legacy as a tourism destination in a competitive spot within international destination competition,” Silva said, referencing Sri Lanka’s competitor markets within the South Asian and South East Asian markets.

“If you take a look at the branding, we have been using “Land like no other”, “Small Miracle”, “Wonder of Asia” and later “So Sri Lanka” and more recently: “You will come back for more.”

Silva said that one of the main challenges that could be identified within the existing and past branding strategies is the lack of consistency in branding. “One of the main challenges we identify here is consistency: The lack of carrying out a more sustained tourism promotion vision.”

He added that a comprehensive focus on this matter is currently in the works, “with the help of experts from the field.”

“Together, we’re looking forward to building a more suitable brand for our country, and a comprehensive global plan to meet the five million tourist arrivals and $ 10 billion revenue targets.”

Sri Lanka Tourism has in the past spotlighted the introduction of a comprehensive national brand by January of 2025.

Tourism segment stakeholders and experts alike have continuously raised that Sri Lanka’s tourism tagline is not reflective of the diverse range of offerings which Sri Lanka holds, comparing the branding to “Incredible India¡” and Maldives’ “Always Natural”.

“If you take Sri Lanka as a nation, one of the most important legacies is our national tourism brand. Historically, it has been referred to as the Pearl of the Indian Ocean, and has carried other names across the world by travellers,” Silva said.

“Similarly, in 2019, one of the foremost platforms for tourism: Lonely Planet, recognised Sri Lanka as a number-one destination. More recently, Conde Nast traveller, another tourism platform, recognised Sri Lanka as the most family friendly destination in the world, and Wander Lust found us to be the most Desirable Island destination. Globally we have a special place on the map.”