Sri Lankan authorities have launched a new global promotional campaign titled ‘Sri Lanka, A Story for Every Season’, with travel influencers recruited for a new publicity push.

A new ‘national branding campaign’ was also launched on June 26. Tourist arrivals in the first five months of 2025 were approximately 15% higher than in 2024, reaching close to 1 million.

This is amid an aggressive drive to target three million tourists by the end of 2025 – a record if achieved. Yet, these promotional campaigns and rising arrival numbers mask fundamental challenges in tourism development in the country.

To read the full story visit https://www.sundayobserver.lk/2025/06/29/business/55515/global-campaigns-and-rising-arrivals-mask-sri-lanka-tourisms-sustainability-challenges/