Sri Lanka, Aug. 20 -- Sri Lanka is launching a new digital and PR tourism campaign aimed at increasing arrivals, boosting revenue, extending visitor stays and spreading benefits across the country.

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam said the initiative under the theme "Sri Lanka in a New Light" focuses on four goals: higher arrivals, increased earnings, product diversification and geographic expansion.

He said Sri Lanka targets US$10 billion in tourism revenue by 2030, requiring a shift towards longer stays and deeper visitor engagement rather than volume growth alone. The campaign will promote lesser-known destinations, especially in the Northern and Eastern provinces, alongside wildlife, adventure, ...