• SLTPB unveils first large-scale summer-focused influencer initiative ‘Sri Lanka, A Story for Every Season’ 
• Aims generating Rs. 32 m in media exposure and engage 2.2 m travel enthusiasts
• Tourism Deputy Minister Prof. Ruwan Ranasinghe stresses importance to position SL as a year-round destination
• SLTPB Chief Buddhika Hewawasam outlines digital content’s role in promoting Sri Lanka globally
• UK influencer Chloe Gunning returns with her family to promote Sri Lanka as a family destination
• Hong Kong blogger Cheah Yung Nam sees Sri Lanka’s untapped potential in Far East Asia
• Australian influencer couple Mirinda and Mark returns with toddlers after successful backpacking trip
• Indian influencer Vaishali Sha promises to redirect their April-June tourism traffic towards  Sri Lanka 
• Campaign leverages Instagram Reels, YouTube videos, Facebook features, and Xiaohongshu posts
• Influencers to highlight responsible tourism, local culture, and sustainable travel practices
• Cites transport, online ticketing and digital accessibility as areas of improvement

Deputy Minister of Tourism Prof. Ruwan Ranasinghe

SLTPB Chairman Buddhika Hewawasam

Chloe Gunning Sherifi- UK

Cheah Yung Nam- Hong Kong

Miranda Ralda – Australia

Vaishali Shah- India

By Charumini de Silva

Sri Lanka Tourism Promotion Bureau (SLTPB) is turning to digital storytelling in a bid to position itself as a year-round travel destination, with the new tourism campaign ‘Sri Lanka, A Story for Every Season’ expected to generate over Rs. 32 million in media exposure and engage over 2.2 million travel enthusiasts worldwide.

The unveiled on Thursday, marks SLTPB’s first large-scale summer-focused influencer initiative, partnered with an exclusive group of international travel influencers and content creators to showcase the country’s diverse attractions.

The campaign aims to expand Sri Lanka’s footprint in key travel markets, including the UK, Australia, India, Hong Kong, Portugal, the US, Canada, Brazil, Singapore, Malaysia, and Indonesia—leveraging the global reach of digital media to inspire future travellers.

Speaking at the launch, Deputy Minister of Tourism Prof. Ruwan Ranasinghe underscored the importance to position Sri Lanka as a year-round travel destination

“Sri Lanka is striving to establish itself as a 365-day destination. Tourism plays a vital role in our economy, and the Government is working diligently to enhance infrastructure and services to support its growth. We want the world to recognise that regardless of the season—there is always something to experience in Sri Lanka. Marco polo once described Sri Lanka as ‘the finest island nations in the world’. While many destinations boast individual attractions, Sri Lanka uniquely offers diverse experiences—beaches, wildlife, heritage and adventure—all within a compact area,” he said.

Explaining that tourism is evolving and in this digital age, he acknowledged that content creation has become the driving force behind it—without high-quality digital content and influence of bloggers, vloggers and media personalities, destinations struggle to gain global recognition.

“Tourism is more than just a commercial industry, tourism is about human connection. It is about bringing people together, fostering cultural understanding and creating lasting memories. Your efforts to showcase our country, to the world help us achieve that vision,” Prof. Ranasinghe said.

SLTPB Chairman Buddhika Hewawasam outlined the transformative role of digital content in modern tourism, highlighting the industry’s shift towards high-impact social media engagement.

“Today, digital content creation has become the new norm for promoting destinations worldwide. Global tourism is heavily influenced by digital storytellers—content creators, bloggers, vloggers and media professionals, who shape perceptions and inspire travellers.

The influence of these extends beyond boundaries to a global audience, reaching people who speak the same language, share similar interests and seek immersive travel experiences. Our goal is to create a platform that enables you to take Sri Lanka’s story to the world,” he said.

He said the Bureau believes that through strategic content creation and global exposure, Sri Lanka can be positioned as a top travel destination.

“We are committed to showcasing the country’s uniqueness through compelling digital narratives and real experiences,” Hewawasam added.

Among the campaign’s key participants is UK’s travel influencer Chloe Gunning, who first visited Sri Lanka for her honeymoon three years ago and has since inspired countless British travellers to follow in her footsteps. This time, she returns with her two-year-old son, eager to showcase Sri Lanka as an ideal family destination.

“The response to my previous trip was incredible—many of my British followers booked the exact same itinerary. That’s the power of digital storytelling. Travellers want to experience destinations the way we do,” Gunning said.

From Far East Asia, Cheah Yung Nam, a bilingual (English and Chinese) travel blogger, highlighted Sri Lanka’s untapped potential among Hong Kong travellers, noting that social media-driven content could significantly boost awareness in the region’s growing outbound market.

“I started blogging while I was studying in the UK, where international students like me maximised every opportunity to travel. Hong Kong’s outbound travel market is growing rapidly with 77% of pre-pandemic levels. Sri Lanka has an immense potential to attract this audience particularly in the areas of heritage, hiking and luxury travel,” she said, whilst acknowledging the lack of awareness about Sri Lanka in the Hong Kong market.

As per Nam, the primary research channels for travellers in South and Far East Asia include social media platforms like Instagram, YouTube and Xiaohongshu (RedNote)—a Chinese equivalent of Instagram.

“Each of these platforms reaches different demographics and I tailor my content accordingly,” Nam explained.

Mirinda and Mark, a digital-influencer couple from Australia, expressed their delight to be back in Sri Lanka with their two toddlers after an earlier backpacking trip that generated significant engagement online. “My partner and I visited Sri Lanka three years ago as backpackers, exploring the country extensively from the Northern regions of Jaffna to the stunning coastlines and lush interiors. It was an unforgettable experience,” she said.

Vaishali Sha and her husband Mihil, said they aim to redirect tourism traffic towards Sri Lanka particularly along the spiritual Ramayana trails, noting the country’s strong potential as a cultural, pilgrimage and family holiday destination.

“I am travelling with my husband, mother-in-law and my toddler, making this a unique family adventure. Sri Lanka offers something for everyone–beaches, temples, nature reserves, shopping and cultural sites. It is an ideal destination for couples, families and even solo travellers,” she said.

Noting that usually Indians travel most during the months of April and June, and prefer travelling mostly to Dubai and Vietnam, she said this time she will make sure to send a significant part of that traffic to Sri Lanka.

SLTPB is banking on the reach via Instagram Reels, YouTube videos, Facebook features and Xiaohonghu posts.

With millions of visitors to their content annually, they focus on providing destination guides, city insights, restaurants and accommodation as well as cultural experiences. Beyond just inspiring travel, we emphasise responsible tourism—educating travellers on respecting local culture, traditions and sustainable travel practices.

“Some of us specialise in food contents, while others focus on family travel, creating practical guides on transportation, accommodation, itinerary planning. By leveraging on different platforms, we ensure Sri Lanka reaches diverse audiences across various regions,” they echoed.

When asked about challenges, Nam explained it with an example on transport and logistics. “Traffic jams in major cities can be frustrating, but it is something travellers encounter worldwide. If you take a tuk-tuk instead of a taxi, you are bound to get the exterior exhaust—but it is easy on your wallet. There are always pros and cons and it is up to us, as informed travellers to present a realistic picture instead of the negatives, to support visitors to plan accordingly—such as advising travellers to pre-book transport or travel outside peak hours,” she elaborated.

Gunning responding to a question on a comparison between Sri Lanka and Maldives said that the two island nations are catering to different segments. “Maldives offers a luxurious, all-inclusive experience perfect for relaxation. However, Sri Lanka provides a much richer, more diverse experiences—combining adventure, history, culture and nature. Although both destinations are beautiful, Sri Lanka’s natural warm hospitality has a deeper connection—it left a lasting impact on us, which is why we have chosen to return,” she added.

In terms of improvements, Miranda suggested digital accessibility was something Sri Lanka Tourism can work on. “Enhancing online tourism infrastructure, such as detailed travel guides, online ticketing services for trains and buses would be beneficial for visitors to explore Sri Lanka seamlessly,” she pointed out.

Through an exclusive destination familiarisation tour, influencers will embark on curated journeys across Sri Lanka, capturing its natural beauty, heritage, and adventure offerings. From wildlife safaris in Minneriya and Udawalawe to spiritual experiences at Kandy’s Temple of the Tooth and heritage trails in Anuradhapura, Sigiriya and Ramayana –the campaign is set to highlight Sri Lanka’s multi-faceted travel appeal.

-Pix by Upul Abayasekara