With the rise of remote work and the advent of the digital age, Sri Lanka, known for its breathtaking beaches, misty mountains, and lush greenery, has the potential to become a hub for location-independent professionals seeking a refreshing change of scenery.
Digital nomadism, the practice of working remotely while travelling, has gained momentum worldwide. With the Covid-19 pandemic forcing many to adopt remote work, an increasing number of individuals and businesses have recognised the possibilities of working from anywhere.
Sri Lanka Tourism confirmed to The Sunday Morning that this was one of the niche tourism markets it was eyeing, given the potential the country had to attract the digital nomads.
The country is gearing up to make a grand entry into the world of digital nomad tourism with a comprehensive global campaign designed to change how it is perceived globally and assert its position as a premier travel destination.
Ambitious endeavour
Backed by an investment of Rs. 1.6 billion, this endeavour comprises a two-phased strategy initiated under the leadership of Tourism Minister Harin Fernando and Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Chalaka Gajabahu, as confirmed by Sri Lanka Tourism Development Authority (SLTDA) Chairman Priantha Fernando.
Gajabahu, speaking on the significance of the campaign, stated: “This is Sri Lanka Tourism’s first worldwide campaign in 16 years. Past attempts did not have a strong plan, but this time the campaign was created after doing thorough research worldwide and working with Phoenix Ogilvy – a creative and strategy agency.”
Elaborating on the first phase of the campaign, he said: “The goal of this quick action is to fight negative rumours and let the world know that Sri Lanka is all set to welcome visitors and showcase its many wonderful attractions.”
In describing the primary goal, he used the tagline ‘Sri Lanka is ready to check-in,’ which echoes the country’s enthusiasm for opening its doors to the world.
In January 2024, the second phase of the campaign – featuring the thematic tagline ‘You’ll come back for more’ – is set to unfold. This encapsulates the multifaceted charm of Sri Lanka that is bound to leave an indelible mark on travellers.
The strategy’s marketing communication roadmap emphasises on a phased approach tailored to the booking patterns of key markets. “This is targeted at maximising impact to ensure gradual and structured expansion of reach,” Gajabahu explained.
The first phase of the thematic campaign will debut in the key markets of India, the UK, China, Germany, and France. This will be followed by a more extensive long-term campaign focusing on 14 key markets, including Australia, Russia, the Middle East, Scandinavia, Japan, and the Republic of Korea from January 2024.
This campaign will go beyond traditional methods of advertising and explore innovative ways to highlight the uniqueness of Sri Lanka and encompasses a variety of advertising facets, including Above-the-Line (ATL), Below-the-Line (BTL), and digital marketing and public relations (PR).
Gajabahu emphasised that the strategy went beyond traditional methods and aimed to break new ground in showcasing the uniqueness of Sri Lanka. He stated that the telecommunication operators were also supporting the digital nomad tourism initiative.
Sri Lanka Tourism plans to collaborate with international social media influencers and celebrities from 2024 onwards, with their endorsements expected to play a crucial role in propelling the campaign into the spotlight, leveraging their substantial reach and impact.
Phoenix Ogilvy Sri Lanka CEO Sudesh Sundhara Moorthy recently said the campaign’s bedrock lay in the three pillars forming Sri Lanka’s unique identity: compactness, diversity, and authenticity.
He added: “Many Asian destinations often use adjectives to describe themselves in their branding strategies. But for Sri Lanka Tourism, the real power lies in the incredible and unique experiences it offers to travellers, setting it apart from the usual approach in Asian destination branding.”
Strategy in three phases
- Interim digital campaign: Assures travellers of Sri Lanka’s safety and openness while highlighting the geographical compactness of the island and its diverse array of unique experiences.
- Destination positioning campaign: Turns the spotlight on the new destination positioning – ‘You’ll come back for more’. This innovative approach distinguishes Sri Lanka from other travel destinations, providing visitors with a compelling reason not only to visit but to return.
- Destination stories: Captivating narratives to beckon high-end travellers to immerse themselves in the unparalleled uniqueness that Sri Lanka offers.
As part of its long-term strategy, Sri Lanka aims to welcome five million visitors by 2030, lifting the average spending per visitor to $ 4,000. Of these, 2.5 million tourists are expected to spend over $ 500 per day, signifying a concentration on luring high-end tourists.
In the short term, Sri Lanka aims to attract 1.55 million tourists and earn over $ 3 billion from tourism this year, with an eye on increasing arrivals to five million and earning an impressive $ 21.6 billion within seven years.
The Cabinet has granted approval for a series of visa programmes, one of which is the innovative Digital Nomad Visa (DNV). The proposal, presented by Minister of Public Security Tiran Alles, has received Cabinet approval.
The Digital Nomad Visa programme mandates that applicants must demonstrate a minimum monthly income of $ 2,000, which must flow through the Sri Lankan banking system. This visa can be renewed annually, contingent upon the confirmation of the necessary funds. The application fee for the DNV is established at $ 500 and covers the visa holder’s spouse and dependents.
This initiative is a response to the noticeable shift in people’s attitudes towards online businesses and the newfound ability to work remotely from anywhere with an internet connection. Several factors contribute to this shift, including technological advancements, the flexible balance between work and life, global connectivity, and changing work cultures.