Marking a significant milestone for the industry, The Hotels Association of Sri Lanka (THASL) officially launched its global digital marketing campaign on 24th October 2025, in the presence of media and distinguished guests. This strategic initiative aims to elevate Sri Lanka’s image in key emerging markets, attract high-value travellers, and support direct hotel bookings through digital innovation.

The campaign, developed in partnership with eMarketingEye, a leading digital agency, will initially focus on Saudi Arabia, Jordan, Oman, Singapore, Malaysia, and Thailand, with other destinations to be added in the coming months. Supported by NTB and Amex, the project will span the next three years, strengthening the country’s brand visibility across international markets.

At the heart of the campaign is the dedicated landing page “Truly Sri Lanka”, which links directly to participating hotel websites allowing potential visitors to discover offers and make direct bookings, enhancing both visibility and conversion for Sri Lankan hospitality brands.

By mid-2025, Sri Lanka recorded a steady year-on-year increase in tourist arrivals. However, the decline in average spending per visitor highlighted the urgent need to reposition the destination to attract higher-value travellers and ensure more sustainable returns for the industry.

Speaking at the launch, THASL President, M. Shanthikumar, said, “We have been lobbying strongly with the Government to roll out a global marketing campaign, and we are optimistic this will happen soon. In the meantime, THASL is taking proactive steps to position Sri Lanka in identified source markets and attract a higher-paying clientele to ensure sustainable growth.”

As the main body representing the formal sector of Sri Lanka’s hotel industry, THASL continues to play a vital role in shaping the country’s tourism agenda. Its membership encompasses international hotel brands, local chains, boutique resorts, villas, bungalows, and lodges — all registered with the Sri Lanka Tourism Development Authority (SLTDA).

Commenting at the launch, Founder and CEO of eMarketingEye, Rajitha Dahanayake, said: “We are focusing on identified markets to attract travelers to Sri Lanka, not just during the winter season but ideally throughout the year. Our research shows there is tremendous potential in these key markets, which are typically just a 4–5 hour flight away from Sri Lanka.”

The initial campaign, valued at approximately USD 50,000, will run over the first three months and aims to position Sri Lanka as a preferred year-round travel destination.

Nations Trust Bank AMEX is supporting the campaign, and speaking at the launch, Sheahan Daniel, Executive Vice President – Consumer Banking, said: “We are privileged to partner with THASL in this Digital Destination Marketing Campaign. Elevating tourism is of national importance to us, and as part of the banking sector, we are proud to play a role in promoting Sri Lanka as a destination. We hope this campaign will achieve the desired results in attracting more visitors to our beautiful country.”

The hotel sector remains the largest and most influential segment in tourism, contributing significantly to foreign exchange earnings, government revenue, and employment, with over 70% of the tourism workforce engaged in hotels. THASL has consistently advocated for policy reform, regulation, and strategic marketing, while ensuring that the industry’s growth benefits communities at the grassroots level.