Sri Lanka is set to mark World Tourism Day 2025 with an ambitious national movement led by the University of Colombo (UOC), in partnership with the Ministry of Tourism and the Sri Lanka Tourism Development Authority (SLTDA). Under the theme "Tourism and Sustainable Transformation," the celebration will spotlight sustainability, education, and youth engagement.

A series of islandwide events will run from August through September, including an inter-school tourism competition, Tourism Travel Mart, job fair, and two major international gatherings — the International Tourism Research Conference (ITRC) and the International Tourism Leaders’ Summit (ITLS), culminating at One Galle Face and BMICH from 27 September to 1 October.

The initiative involves key academic institutions, tourism bodies, and private sector partners, aiming to drive innovation, build future careers in tourism, and position Sri Lanka as a leader in sustainable tourism. Organizers urge broad participation with just 125 days remaining for the final celebration.