The Hotels Association of Sri Lanka (THASL), the apex body representing the country’s formal hotel sector, today announced the launch of its digital destination campaign titled “Truly Sri Lanka,” marking the first ever industry-driven initiative and a milestone in promoting island’s diverse tourism offerings to emerging markets.

Representing international and local hotel brands, boutique resorts, wellness retreats, wildlife lodges, and themed properties, THASL plays a pivotal role in Sri Lanka’s tourism industry. Nearly 70% of Sri Lanka’s total tourism workforce is employed in hotels, while the collective investment in land and buildings exceeds USD 15 billion. Hotels also generate the highest earnings within the industry and remain the largest contributors to government revenue through taxes, levies, and fees.

Left to Right: Mr. Sheahan Daniel - Executive Vice President – Nations Trust Bank PLC,
Mr. Rajitha Dahanayake - Founder and CEO – eMarketingEye, Mr. M. Shanthikumar - President – THASL and Mr. Eksath Wijewardena - Vice President – THASL

In addition to their economic contribution, hotels across Sri Lanka play a vital role in uplifting local communities through indirect and induced impact, creating employment opportunities and supporting small-scale suppliers such as farmers, fishermen, and artisans. Many THASL members also carry out meaningful CSR initiatives that often go unnoticed, reinforcing the sector’s deep-rooted commitment to national development.

THASL President M. Shanthikumar, Director of Ramada by Wyndham, stated that the Association’s decades-long involvement in tourism has given it a clear understanding of the importance of sustained global awareness campaigns. “We are deeply committed to ensuring the long-term sustainability of our industry and preserving the beauty of Sri Lanka for future generations,” he said.

While recognizing that such campaigns may not yield immediate returns, THASL believes they are crucial for maintaining momentum amid changing global dynamics. With tourist arrivals increasing but cumulative earnings showing a visible decline by August 2025, the Association saw an urgent need to reposition Sri Lanka before further economic downturns in tourism earnings could occur, as well as to complement and give impetus to the forthcoming integrated destination campaign planned by the authorities.

A subcommittee chaired by Eksath Wijerathne, Vice President of THASL and Chief Executive Officer of Browns Hotels and Resorts, spearheaded the development of the campaign within just three months. Given the rising costs and effectiveness of digital outreach, THASL opted for a digital-first