Sri Lanka Unveils National Tourism Strategic Plan (2026–2031) and Global Promotional Campaign Road Map

Sri Lanka today (31) marked a major milestone in its tourism development agenda with the official launch of two nationally significant consultancy assignments supported under the World Bank’s Grant Facility for Project Preparation (GFPP). The event was officiated by Prof. Ruwan Ranasinghe, Deputy Minister of Foreign Affairs, Foreign Employment and Tourism, who emphasized the importance of these initiatives in shaping a globally competitive, sustainable, and resilient tourism sector for the country.

The National Tourism Strategic Planning Consultancy (2026–2031) has been awarded to the joint venture Aninver Development Partners (Spain) and EML Consultants PLC (Sri Lanka). This consultancy will deliver a comprehensive strategic framework 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 Ministry launched the Global Destination Communication Campaign Road Map Consultancy, led by Skift Inc. (USA) and MTI Consulting (Sri Lanka). This assignment 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 modernize 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.