ECONOMYNEXT – Sri Lanka has launched the National Tourism Strategic Planning Consultancy (2026–2031) and the Global Promotional Campaign Roadmap Consultancy, supported by the World Bank’s Grant Facility for Project Preparation (GFPP) with a total grant allocation of 1 million dollars.
The formulation of the National Tourism Strategic Plan has been awarded to a joint partnership between Spain’s Aninver Development Partners and Sri Lanka’s EML Consultants PLC.
Local team leader Malraj Kiriella said that while foreign arrivals have rebounded, tourist spending remains depressed.
“In 2025, the country received approximately 2.36 million visitors, exceeding the level achieved in 2018. However, earnings were approximately US $3.2 billion, and average earnings per tourist remained significantly below the 2018 level,” Kiriella said.
Kiriella explained that the strategic roadmap will focus on increasing visitor spending, encouraging longer stays, and spreading economic benefits across all nine provinces by linking tourism directly with agriculture, tea, wellness, fisheries, and creative industries.
Running in parallel, the destination communication campaign roadmap is being formulated by Skift Inc of the United States and MTI Consulting of Sri Lanka to modernize global marketing through data-driven campaigns.
José de la Maza, Managing Director of Aninver Development Partners, emphasized the importance of creating distinctive travel products, supporting local small businesses, and minimizing economic leakages.
“As everybody is discussing: focus on yield, not on number of visitors. So value per visitor, it’s important. We need to—of course, we can grow in visitors year over year, but it doesn’t have to be the key priority,” Maza said.
The 24-week strategic consultancy will conduct stakeholder co-creation workshops in October and validation sessions in January before finalizing a costed, actionable national roadmap by February. (Colombo/Aug31/2026)