Miss UK Natasha Hemmings and Chris Bramell Mr. UK, who visited Sri Lanka Tourism commended the title Destination of the Year' - for sea and tea by The Sunday Times UK the best selling news paper in UK which reaches 3.5 million on a multi platform basis. Chairman Sri Lanka Tourism Promotions Dr Rohantha Athukorala commented that recent research in the British market reveal that 77% of the people make decisions on digital media with the competitor landscape being Mauritius, Seashells, North Attol Maldives and Sharma Sheik. What was significant was that both celebrities were not aware of Sri Lanka at the time they won the titles in the UK, which tells us the marketing challenge we need to address with a cutting edge marketing campaign that has not happened for almost 6 years.