- Influencer campaign to enhance tourism appeal to break the traditionally known ‘off-season’
- Sri Lanka Tourism states collaboration will generate over Rs.32 million worth media coverage
Sri Lanka Tourism unveiled on Thursday a strong international media campaign titled ‘Sri Lanka, A story for every season’ at an elegant event which was culturally rich with entertainment and held amidst an invited hand-picked group of renowned international travel influencers and journalists, aimed at redefining its global image beyond the winter season.
The event, that also marked SLTPB’s first large-scale summer focused influencer initiative, was held at the Cinnamon Life under the patronage of the Deputy Minister of Tourism, Prof. Ruwan Ranasinghe and Chairman SLTDA and SLPB, Buddhika Hewawasam.
The renowned International Travel Influencers and Journalists that SLTPB launched the collaboration with to enhance Sri Lanka’s brand presence globally,consists of a group of 12 from countries -; Australia, UK, Hong Kong, Portugal Ireland and India.
In a massive effort to break the traditionally known ‘off season’, considered to be from April to November- the months identified with a recorded decline in tourist arrivals, (albeit the spike in July and August), Sri Lanka Tourism has ventured with them to address this seasonal drop and establish our country as a preferred year-round destination.
Incidentally, Sunday Observer Explorer in its inaugural issue reported in its Hot Seat interview with Chairman SLTDA and SLPBthat the ‘Tourism for all seasons’concept requires a promotional campaign that will encompass all year around with different parts of Sri Lanka highlighted for the different months of the year, thereby a wholesome campaign that would include and equally highlight even the lesser known destinations and targeting visitors for the entire year.
Deputy Minister of Tourism, Prof. Ruwan Ranasinghe
Sunday Observer Explorer in support of this in fact initiated under its column titled ‘Discover Sri Lanka’to feature the lesser known areas -;Kalpitiiya, and Mannar Island, the last week and this week respectively, keeping also in mind that overall tourism revenue includes local travellers as well.
Curated experiences
At the event, it was revealed that the selected influencers will showcase Sri Lanka’s diverse attractions through immersive storytelling. Key destinations covered in this campaign include-;
Wildlife safaris: Minneriya, Wilpattu and Udewalawe National Parks
Cultural heritage sites-; Anuradhapura, Polonnaruwa, Sigiriya and local village experiances. Spiritual and pilgrimage sites, Kelaniya Raja MahaVhare, Kandy’s Temple of the Tooth, Ramayana sites, Kataragamadevale,Kiriwhehera.
Scenic landscapes-; NuweraEliya’s tea estates, elle, HaputhaleandBandarewela.
Coastal and Adventure Tourism-; Galle’s colonial heritage, Maduganga river safaris and pristine beaches.
Cost- effective promotion
Chairman SLTDA and SLPB, Buddhika Hewawasam
Through an exclusive destination familiarization tour, influencers will be divided into small, highly engaged groups to create extensive digital content, including blog posts, instagram reels, You Tube videos and Face Book features.
As per the statistics shared by SLPB, these influencers, with a combined dedicated audience exceeding 2.2 million travel enthusiasts will produce high-impact digital content, ensuring year-round exposure for the destination. SLPB report also adds that the campaign is expected to generate over Rs.32 million worth of media coverage, significantly boosting Sri Lanka’s Tourism appeal during its traditionally known ‘off- season’
As per the Influencer Marketing Hub 2025, Influencer marketing has proven to be one of the most cost effective tourism promotion strategies, directly engaging digital-savvy travellers. According to recent industry data, influencer – driven marketing delivers an ROI of upto $6.50 for every 1$ spent, outperforming traditional advertising.
Director Public Relations SLPB Madubani Perera
Moreover female and family travel influencers play a critical role in influencing travel decisions, as their recommendations are considered highly credible and impactful.
According to Forbes Insights, 2025, female travellers represent a fast- growing travel segment and recent reports indicate that over 80% of global travel decisions are influenced by women.
Family travel particularly among millennials, is also experiencing rapid growth, with families prioritizing destinations that offer immersive experiences. The dynamic campaign will spotlight Sri Lanka’s rich and diverse travel experiences, targeting potential travelers from both mainstream and emerging tourism markets., including UK, Australia, India, Hong Kong, Portugal, US, Canada, Spain, Brazil, Singapore, Malaysia and Indonesia.
The focus of this campaign will be on key travel segments, including family, travellers, honeymooners, solo travellers, female travellers, adventure seekers and pilgrim travellers.
