Sri Lanka, Oct. 20 -- Sri Lanka is moving ahead with a World Bank-backed global destination marketing and communication campaign aimed at strengthening the country's competitiveness in international tourism markets.Read Travel Guides

A high-level discussion on implementing the initiative was held at the Ministry of Foreign Affairs, Foreign Employment and Tourism, focusing on developing a long-term, data-driven strategy to promote Sri Lanka as an attractive global tourism destination.

The campaign will be guided by comprehensive analysis of tourism demand and supply trends, visitor behaviour, destination branding and international marketing strategies, according to a ministry media release. Discussions also highlighted the importance of ...