Sri Lanka has achieved a historic tourism milestone with the city of Jaffna being selected as one of the top destinations in the world under Lonely Planet's prestigious Best in Travel 2026 List.

This top ranking highlights Jaffna's unique appeal as a destination offering a profound cultural heritage, serene beaches, and a world-class culinary scene. It positions the Northern Province as a leading hub for authentic and immersive travel experiences on the global stage.

To capitalize on this unparalleled recognition, a major global promotional campaign is being developed in partnership with Lonely Planet. This campaign will focus on promoting Northern Province and the Eastern Province, aiming to capture the attention of international travelers and position these regions as premier tourism destinations for 2026 and beyond.

The campaign will leverage integrated storytelling across multiple media formats to showcase the distinct character and attractions of the north and east of Sri Lanka. This initiative is a key part of a broader strategy to diversify Sri Lanka's tourism offerings and spread the economic benefits of tourism across the island.

This global accolade marks a new chapter for Sri Lanka tourism, inviting the world to discover the uncharted beauty and rich cultural tapestry of its northern regions.