Sri Lanka Tourism Promotion Bureau (SLTPB) hosted a landmark event at the Cinnamon Life Hotel, Colombo. The event was led by Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe, with the participation of SLTPB Chairman Mr. Buddika Hewawasam, officials, travel influencers and their families, as well as journalists specializing in tourism sector reporting. The gathering set the stage for transformative initiatives aimed at bolstering Sri Lanka’s tourism sector and redefining its global image.

In his opening remarks, Mr. Buddika Hewawasam underscored the challenges facing the tourism sector, particularly the seasonal dip in arrivals during the summer months. "The next few years will be the most challenging period for all of us," Mr. Hewawasam stated, emphasizing the need for international collaboration and strategic development. He further highlighted the critical role played by international travel influencers and media professionals in raising awareness of Sri Lanka’s hospitality and inspiring tourists worldwide to visit.

The Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe, detailed the innovative nature of the campaign and its importance in showcasing Sri Lanka’s rich heritage, natural beauty, and diverse travel experiences to mainstream and emerging tourism markets.

During the event, several prominent travel influencers shared their thoughts about Sri Lanka's uniqueness as a destination. They highlighted that Sri Lanka is a country where travelers don’t need to worry about finding incredible experiences—nature has already done the hard work. The influencers remarked on Sri Lanka’s unparalleled diversity, noting that it is possible to experience a range of climates within just a few hours by traveling to different parts of the island. From sun-soaked beaches to misty highlands, and from lush forests to cultural treasures, Sri Lanka offers a world of adventures in a compact and accessible setting.

In comparison to destinations like Bali, which some influencers noted as overcrowded, Sri Lanka stands out with stable and balanced tourism activities. The event attendees were thrilled by the country's warm hospitality, authentic cuisine with an impressive variety, long history, and rich culture. These qualities make Sri Lanka not only inviting but genuinely unforgettable for visitors.

The travel influencers in attendance expressed strong confidence in their ability to share this powerful message with the world. They were determined to shape international travel trends by showcasing Sri Lanka's unique appeal, while also helping to attract new types of guests. The influencers represented a diverse range of travel segments, including family travelers, solo female travelers, honeymooners, and adventure seekers. Their efforts were supported by Sri Lanka Tourism officials and journalists representing both local and international media agencies.

The ‘Sri Lanka, A Story for Every Season’ campaign represents SLTPB’s first large-scale effort to boost summer travel through digital storytelling and influencer collaboration. Featuring a curated destination familiarization tour, the campaign will spotlight wildlife safaris, cultural heritage, spiritual pilgrimage sites, scenic landscapes, and adventure tourism. Influencers will produce high-impact content for platforms like Instagram, YouTube, and Facebook, reaching over 2.2 million travel enthusiasts globally.

Sri Lanka Tourism shared impressive winter peak season results, with international arrivals reaching 665,295 by March 23, 2025—a marked increase compared to the previous year. These figures illustrate the sector’s potential for growth, and the campaign aims to sustain momentum throughout the summer months.

The event was a call to action for stakeholders to unite in elevating Sri Lanka’s global tourism appeal. With plans to generate over LKR 32 million worth of media coverage and connect with diverse travel segments, the campaign underscores Sri Lanka’s commitment to redefining itself as a leading destination for year-round travel.