Today (31), the Tourism Section of the Ministry of Foreign Affairs, Foreign Employment and Tourism will officially launch consultancies for the development of Sri Lanka's Global Promotional Campaign Road Map and its National Tourism Strategic Plan (2026–2030). The launch and press briefing, supported by the World Bank's Grant Facility for Project Preparation (GFPP), are taking place at the auditorium of the Sri Lanka Institute of Tourism and Hotel Management (SLITHM).

The dual initiatives aim to establish a framework for international promotion while outlining a broader five-year strategic direction to transition the tourism sector into a high-growth model. Under this strategic push, authorities have set ambitious targets, aiming for 2.7 million tourist arrivals and $4.2 billion in revenue in 2026, followed by over 3 million visitors and $5 billion in income for 2027. The ultimate long-term ambition is to raise tourism earnings to $10 billion by 2030.