Sri Lanka recently played host to four Australian-based social media influencers in a digital marketing initiative aimed at rejuvenating the country’s tourism industry.
The campaign, organised by the Sri Lanka Tourism Promotion Bureau (SLTPB), concluded on December 16, 2024, as the influencers returned to their home countries, leaving a trail of content that has already garnered global attention.
During their 12-day journey, these influencers explored Sri Lanka’s landscapes, culture, and hospitality. From the beaches of Mirissa to the majesty of Sigiriya, and from the hills of Nuwara Eliya to the wildlife spectacle at Yala National Park, their content captured the island’s rich diversity.
Real-time updates, immersive stories, and quality imagery flooded social media, offering their followers a virtual taste of Sri Lanka.
This campaign’s impact has been extraordinary, particularly in positioning Sri Lanka as a prime travel destination for Australian tourists.
The combined reach of the influencers — over 1.5 million followers on Instagram and TikTok — has sparked engagement, with potential travellers expressing interest in visiting the island. Posts featuring Sri Lanka’s iconic landmarks and unique experiences have already accumulated hundreds of thousands of likes, comments, and shares, amplifying the nation’s visibility across global travel communities.
Luana Soares Ostling, with over one million Instagram followers, showcased Sri Lanka as a hub for luxury and leisure, while Simran Gulati’s content resonated with wellness and lifestyle enthusiasts. David Yiu Wai Chin’s artistic photography emphasised the country’s natural beauty and cultural richness, while Dylan Mahoney’s TikTok videos offered a fun, adventurous perspective, particularly appealing to younger audiences.
The success of this initiative was made possible through the collaboration of local tourism stakeholders who provided complimentary services to support the campaign. Their contributions reflect a collective commitment to revitalising Sri Lanka’s tourism sector, showcasing the country as a destination that caters to diverse traveler interests.
As Sri Lanka looks to capitalise on this momentum, the ripple effects of this campaign are expected to fuel a resurgence in international arrivals.
