The Sri Lanka Tourism Alliance’s ‘Fall in Love Again’ destination marketing mini campaign that started in October 2022 has reported positive results in communicating the ground situation in Sri Lanka. 
This first ever private sector campaign set a goal of reaching one million travellers in Europe by February 2023. This was achieved with over three million consumers engaging up to 31st December 2022. 

Total impressions have been almost twenty-four million with almost one million video views. The Love Sri Lanka website had over 125,000 hits, 101,000 from overseas. Of this 65,000 were from Europe / UK of which the UK share was 50 percent. 

The website lovesrilanka.org illustrates the return to normalcy with beautiful graphics and trip planning tools, it also features recent compelling global media coverages which are helpful in the travel research phase.
Malik J. Fernando, Chair Tourism Alliance said, “The Alliance continues to press on with its campaign in the absence of one at country level. Results are very encouraging, but there is so much more that needs to be done. Without communicating directly to European consumers, they will continue to be nervous, hence the poor ‘high’ season the industry is experiencing.”

“It is the European traveller who travels around the country and spends money. Many of those who had memorable holidays here in recent weeks say that friends and family thought they were mad to come to Sri Lanka. Until that view is corrected, we will perform poorly at a time when we are desperate for foreign currency,” he added.