Sri Lanka Tourism Promotion Bureau (SLTPB) hosted a landmark event at Cinnamon Life, Colombo recently unveiling its latest initiative—‘Sri Lanka, A Story for Every Season.’ The campaign aims to position Sri Lanka as a year-round destination, tackling seasonal fluctuations in visitor arrivals and reinforcing the island’s appeal to global travelers.
The event was led by Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe, with the participation of SLTPB Chairman Mr. Buddika Hewawasam, officials, travel influencers, journalists, and their families. This diverse gathering underscored a collaborative effort to reshape Sri Lanka’s tourism landscape through digital storytelling and influencer engagement.
In his opening remarks, Mr. Buddika Hewawasam acknowledged the industry’s challenges, particularly the dip in summer arrivals. “The next few years will be crucial for us,” he noted, emphasizing the need for strategic development and global partnerships. He also highlighted the influential role of international travel content creators in inspiring potential visitors by showcasing the island’s hospitality and attractions.
Hon. Prof. Ruwan Ranasinghe elaborated on the campaign’s significance, describing it as a transformative approach to positioning Sri Lanka’s rich heritage, breathtaking landscapes, and diverse experiences in mainstream and emerging tourism markets.
Sri Lanka’s Unique Edge in the Global Tourism Arena
A key highlight of the event was insights shared by renowned travel influencers who have experienced Sri Lanka firsthand. They emphasized the island’s effortless ability to captivate travelers, offering a striking diversity of landscapes and experiences within just a few hours of travel.
Unlike other destinations like Bali, which some influencers noted as overcrowded, Sri Lanka offers a more balanced and immersive travel experience. Visitors can seamlessly transition from golden beaches to misty highlands, dense rainforests to ancient cities, all within a single journey. Sri Lanka’s warm hospitality, authentic cuisine, and deep-rooted culture further enhance its status as a must-visit destination.
The event’s attendees representing travel niches such as family vacations, solo female travel, honeymoon getaways, and adventure tourism—expressed enthusiasm in promoting Sri Lanka to their global audiences. With the support of Sri Lanka Tourism and media representatives, they committed to amplifying the island’s unique charm through engaging content.
‘Sri Lanka, A Story for Every Season’ marks SLTPB’s first large-scale initiative focused on boosting summer tourism through digital storytelling and influencer-driven content. The campaign includes a curated familiarization tour highlighting Sri Lanka’s:
- Wildlife safaris
- Cultural heritage and pilgrimage sites
- Scenic landscapes
- Adventure tourism experiences
Influencers will produce engaging content across Instagram, YouTube, and Facebook, collectively reaching over 2.2 million global travel enthusiasts.
Sri Lanka Tourism also shared promising winter season arrival figures, with 665,295 international visitors recorded by March 23, 2025—a significant year-on-year increase. The new campaign is expected to sustain this momentum by attracting travelers even during the traditionally slower summer months.
With a projected LKR 32 million in media coverage value and a far-reaching global audience, ‘A Story for Every Season’ is more than just a campaign—it’s a strategic shift towards positioning Sri Lanka as a premier destination for travelers year-round.
