Sri Lanka’s Private Sector Leads the Way with First-Ever ‘Truly Sri Lanka’ Destination Campaign

New Horizons in Tourism Marketing

Amid delays in government-led tourism marketing efforts, Sri Lanka’s private sector has taken a bold step to boost arrivals by launching the country’s first-ever self-funded digital marketing campaign called ‘Truly Sri Lanka’. Spearheaded by the Hotels Association of Sri Lanka (THASL) in collaboration with Nations Trust Bank American Express (NTB AMEX), this initiative aims to spotlight Sri Lanka’s unique tourism offerings in key emerging markets.

Target Markets and Campaign Scope

The campaign initially zeroes in on six countries from the Gulf Cooperation Council and Southeast Asia including Saudi Arabia, Jordan, Oman, Thailand, Malaysia, and Singapore—regions identified with promising year-round tourist potential. Although these sources brought nearly 44,000 visitors in the first nine months of 2025, competition remains fierce from other destinations frequented by travelers from these markets.

Structured to unfold in 3-month phases and extend over three years, the campaign will later broaden to encompass other important markets, signalling a comprehensive, sustained marketing push.

Industry Collaboration and Digital Focus

Over 60 hoteliers have already joined forces in this initiative, bringing a diverse portfolio ranging from international hotel brands and boutique resorts to wellness retreats and wildlife lodges. The digital outreach strategy was curated by eMarketingEye, a specialist marketing firm chosen for their expertise in rolling out campaigns across social media and digital platforms.

Tourists curious about Sri Lanka can explore a dedicated ‘Truly Sri Lanka’ website, offering direct access to participating hotels and seamless booking opportunities. This digital-first approach aligns well with modern travelers’ habits, and enhances transparency and efficiency in choosing accommodations and experiences.

Economic and Community Impact

The hotel sector, being the backbone of Sri Lanka’s tourism, accounts for nearly 70% of the total tourism workforce and holds investments exceeding $15 billion in physical assets alone. Beyond the numbers, hotels are vital community engines, supporting local suppliers such as farmers, fishermen, and artisans, and leading many Corporate Social Responsibility (CSR) initiatives that bolster national wellbeing and sustainable development.

Challenges and Strategic Vision

Despite rising tourist arrivals totaling 1.7 million year-to-date, the sector struggles with earnings that have not proportionally kept pace, signalling a need for strategic repositioning. The private sector acknowledges the campaign may not bring instant financial returns but regards it as essential to maintain Sri Lanka’s visibility and attractiveness on the global stage.

THASL emphasizes its role as a non-political body, continuing to advocate policy reforms and integrated promotional campaigns that benefit the entire industry. This initiative is intended to complement upcoming government destination programs and inject fresh momentum into Sri Lanka’s tourism brand.

Looking Ahead: Implications for Transfers and Taxi Services

As tourism demand grows, corresponding needs for reliable and transparent transfers and taxi services become critical. Platforms like GetTransfer.com offer travelers the advantage of selecting exact vehicles and drivers suited to their preferences well before arriving at the destination, enhancing overall trip planning and convenience. This campaign’s success may naturally stimulate further demand for personalized, transparent, and efficient transport services, connecting airports, city centers, and rural retreats.

Key Facts at a Glance

The Importance of Personal Experience and Smart Booking

While campaign numbers and glowing reviews can paint a promising picture, nothing beats firsthand experience when selecting a destination or service. On platforms like GetTransfer.com, travelers can hire verified cars with drivers offered by trusted providers at reasonable rates. The extensive vehicle choices, affordable fares, and additional service options available empower users to make well-informed decisions without breaking the bank or facing unpleasant surprises.

Thanks to its transparent, reliable, and user-friendly interface, GetTransfer.com complements growing tourism initiatives by easing ground transportation bookings worldwide. Book your ride and experience hassle-free transfers, perfectly tailored to your trip.
Foglaljon fuvart a GetTransfer.com oldalon

Conclusion: A Collaborative Step Forward for Sri Lanka Tourism

The launch of ‘Truly Sri Lanka’ marks a pioneering effort by the private sector to energize the island’s tourism industry using modern digital marketing tools. With clear focus on promising source markets and strong industry collaboration, this campaign sets the foundation for sustainable growth amid fluctuating global tourism dynamics. The campaign’s success will not only help Sri Lanka achieve its ambitious targets but also stimulate demand for supporting services such as dependable airport taxis, limousine rides, and private transfers—areas where travelers increasingly seek convenience and transparency.

GetTransfer.com is well positioned to support this vision, providing travellers with an efficient way to book vehicles for airport pickups, city tours, and beyond, complete with clear pricing and comprehensive vehicle and driver details. As Sri Lanka’s tourism landscape evolves, such platforms will play an essential role in shaping seamless travel experiences from arrival to destination.