Sri Lanka Tourism unveils strategic tourism roadmap & global marketing overhaul
Prof. Ruwan Ranasinghe, Deputy Minister of Foreign Affairs, Foreign Employment and Tourism
The National Tourism Strategic Planning Consultancy (2026–2031) will establish a long-term strategic framework and Global Destination Communication Campaign Road Map Consultancy will develop a five‑year global promotional campaign strategy.
Sri Lanka has officially launched two major consultancy projects funded by the World Bank’s Grant Facility for Project Preparation (GFPP), marking a pivotal step in the nation’s tourism development agenda. Prof. Ruwan Ranasinghe, Deputy Minister of Foreign Affairs, Foreign Employment and Tourism, announced that these initiatives are designed to build a more resilient, globally competitive, and sustainable tourism sector.
The National Tourism Strategic Planning Consultancy (2026–2031) has been awarded to a joint venture between Aninver Development Partners (Spain) and EML Consultants PLC (Sri Lanka). This consultancy will establish a long-term strategic framework will integrating demand and supply analysis, investment needs assessment, regulatory and institutional review, marketing strategy development, and a national implementation road map.
The Deputy Minister highlighted that this work will form the backbone of Sri Lanka’s tourism strategy for the next five years, ensuring alignment with provincial priorities and national policy objectives while unlocking investment opportunities and strengthening institutional capacity.
Simultaneously, the Global Destination Communication Campaign Road Map Consultancy, led by Skift Inc. (USA) and MTI Consulting (Sri Lanka) will develop a five‑year global promotional campaign strategy supported by market intelligence, creative direction, and a robust campaign management blueprint. The consultancy aims to modernise Sri Lanka’s global tourism messaging, ensuring it is insight‑driven, internationally benchmarked, and reflective of the country’s authentic identity.
Speaking at the event, Prof. Ranasinghe underscored the national strategic importance of these two consultancies, noting that together they represent a coordinated, forward‑looking effort to transform tourism into a high‑value economic pillar. He stated that these initiatives will strengthen governance, attract investment, enhance institutional capacity, diversify markets, and elevate Sri Lanka’s global visibility.
