Sri Lanka Tourism Loungede ' Sri Lanka , A Story for Every Season' Travel Influencer Campaign to Boost Summer Travel .

Prees Conference 27th March 2025 @ 6.00pm at the Cinnamon Life , Celestine Ballroom , Level 22 , Colombo , Sri Lanka .                                                                    

Sri Lanka Tourism Launches "Sri Lanka, A Story for Every Season' Travel Influencer

Canpagn to Boost Summer Travel

Sn Lanka is currently experiencing one of its most success ful peak winter tourism seasons,

welcoming a surge in international arrivals having 665,295 international tourists' arrival by

23 March 2025 which is 29,511 more tourists than end of March, 2024

However, as the nation has traditionally been positioned as a winter holiday destination in many

established European Source Markets, tourist arrivals tend to decline from April to November,

excludinga spike in July and August. To address this seasonal drop and establish Sri Lanka as

a preferred year-round destination, Sri Lanka Tourism Promotion Bureau's (SLTPB)

Intermational Media Unit is launching an aggressive influencer and international meAio

campaign titled 'Sri Lanka, A Story for Every Season'.

SLTPB will collaborate with a hand-picked group of renown ed intern ational travel

influencers and journalists to enhance Sri Lanka's global brand presence. 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. The campaign is

expected to generate over LKR 32 million worth of media coverage, significantly boosting

Si Lanka's tourism appeal during its traditional off-season.

This dynamic campaign will spotlight Sri Lanka's rich and diverse travel experiences, targeting

potential travellers from both mainstream and emerging tourism markets, including: UK,

Australia, India, Hong Kong, Portugal, USA, 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.

Leveraging Influencer Marketing for Cost-Effective Promotion

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 ofup to S6.50

for every S1 spent, outperforming traditional advertising. 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 in fluen ced by

women Family travel, particularly among millennials, is also experiencing rapid growth, with

families proritizing destinations that offer immersive experiences.

The 'Sr Lanka, AStory for Every Season campaign marks SLTPB's first large- -scale summer-

focasod nfuencer initiative Through an exclusive destination familiariza tion tour,

nfluescers will be divsded into Small, highly engaged groups to create extensive digital

posts, Instagram reels, YouTube videos, and Facebook features.

Curated Experiences Across Sri Lanka

The selected intlucncers will showcase Sri Lanka's diverse attractions through immersive

storytellıng. Key destinations covered in this campaign include:

Wildlife Safaris: Minneriya, Wilpattu, and Udawalawe National Parks

Cultural Heritage: Anuradhapura, Polonnaruwa, Sigiriya, and local village

Spiritual & Pilgrimage Sites: Kelaniya Raja Maha Viharaya, Kandy's Temple of the

experiences

Tooth, Ramayana sites, Kataragama Devala and Kiri Wherera

Scenic Landscapes: Nuwara Eliya s tea estates, Ella, Haputale, and Bandarawela

Canstal & Adventure Tourism: Galle's colonial heritage, Madu Ganga River safaris

and pristine beaches

By leveraging the power of influencer marketing, digital storytelling, and immersive media

collaborations, Sri Lanka Tourism is poised to redefine its global image beyond the winter

Scason.

Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe; Chairman of Sri Lanka Tourism

Mr. Buddhika Hewawasam; Director of Public Relations, Mrs. Madubhani Perera: and

Assistant Director of International Media, Mr. Chaminda Munasinghe, along with key tourism

officials from the Min istry of Tourism and the Sri Lanka Tourism Promotion Bureau, led the

media briefing to welcome international travel influencers and nmedia representatives to Sri

Lanka

Sri Lanka Tourism Promotion Bureau

No. Post

Average

No nfluncer

Countr

Web & Social Media Liaks&

No

Agreed

Visitors Per

Promotional

Name

Adulty of

Credibility of Content

for SL-

Media Value Audience Geography

Month on

Origin

Blogs / Reach ampaig (LKR)

Matk & Miada

n

Srai

196071

United Kingdom, USA

nttps /Aw thecomnanwanderer con

18

3,007,500

Australia, Si Lanka

T8 300

24

https /Aww.nstagam comhecommonwande

UK, US, Australia, Germany

MOIn&

23,518,650

htps /Aww.wanderlu

slchloe com/

https /www.instagram comwanderiustchioe

UK US, Canada, Australla,

27

hitps /Aww facebook comwanderiustchloe

Gemany

Hong

www.laughiraveleaLcom

Hong Kong, US, Thailand,

627

Singapore, Philpplnes,

3 007 500

https

/w. inslagram comtaughtraveleat

Indonesia, UK

S08206

102 497 O9

htips /Aww.instagram conmiravelteiorna

Portugat

(Apprax 400k monthily visits)

Newcomer of the Year on Traverse &

1503,750

inBuencer Rising Star oft the YeacpR Tiav

Iretand UK US. Australa

Meda Nehworking Event

Pittps /Nwnw instagram comthegiohalblogster

https /Aw nstagram comhegreatindanee

na

oreef

BAIA LIK Cane

untra n Daspora