The Sri Lanka Tourism Promotion Bureau (SLTPB) recently concluded a major influencer campaign in partnership with travel influencers representing key source markets, aiming to promote Sri Lanka as a top holiday destination for the upcoming winter season. 

Targeting a 7.5 million global social media travel audience across multiple destinations, the SLTPB invited seven (07) mega influencers to explore the country and create engaging content about Sri Lanka in a bid to inspire global winter holiday seekers to select the island as their ideal holiday destination. 

The campaign was the largest Instagram-focused digital content initiative undertaken by the SLTPB for 2024, targeting key source markets such as the UK, France, Germany, Russia, India, the USA, Australia, Singapore, Cyprus, and the UAE. 

“Over 200 IG & FB posts, reels, and various other promotional content were expected to be created about Sri Lanka by inspiring winter holiday seekers to select Sri Lanka as the ideal holiday destination to visit Sri Lanka as one of the most Instagram islands in the world,” the SLTPB said in a media statement. 
The tourism bureau also noted that the media value expected from the campaign is estimated to exceed Rs. 44 million. 

The online marketing initiative has been carried out through a 10-day, exclusively tailored destination promotional tour, which offered the invited influencers the opportunity to explore popular tourist attractions and lesser-known destinations, such as Haputale, Uva-Paranagama, Wellawaya, Ohiya, and Kurunegala. .

The campaign was supported by major hospitality partners in Sri Lanka, including Galle Face Hotel, Jetwing Hotels & Resorts, and boutique hotels such as Teardrop Collection and Garfield Bungalow & Cottages. 

Additionally, the Department of Archeology, Central Cultural Fund, Lotus Tower PLC, Uva Tourism, Haputale Hoteliers Association, Haputale Estate, Ceylon Tea Board, and Barista Coffee Sri Lanka had extended their support to the project.