The new branding and marketing campaign of Sri Lanka tourism will be unveiled at the World Travel Mart (WTM) in London in November in a bid to boost more high-end visitors to the country. 

"We are now in the process of selecting a global branding agency for this purpose. Our objective with this initiative is to give Sri Lanka a distinct brand identity which will help us differentiate our island in the global competitive tourism landscape,"  said the Tourism Development and Christian Religious Affairs Minister John Amaratunga in a statement.

He said the strategy for this important task has been unanimously approved by all relevant bodies governing tourism in Sri Lanka. The strategy was presented at a recent meeting to the Prime Minister Ranil Wickremesinghe who endorsed it. 

"It is hoped that the launch of Sri Lanka destination brand in November 2018 will be a critical driver to attract international visitors to the country," Amaratunga added. 

The launch event in London will comprise several activities which will be graced by Prime Minister along with Minister Amaratunga and other officials. These activities include the engagement of media as well as key leaders in the global travel industry. 

The Tourism Ministers statement also noted Sri Lanka had always focused on its diversity to attract visitors to the country. 

"Its this diversity that we intend to focus upon, strengthened by its authenticity driven by the rich heritage of our history, nature, culture and our people who smile from the heart that makes our island home a paradise for the visitor." Said the Tourism Minister.

"We strongly believe that these factors are further supported by the compactness of this singular island, which gives us a competitive advantage. It makes us distinctive and different."

The strategic positioning of Sri Lanka as a destination was developed by a special committee who volunteered their time and professional acumen, with assistance from the governing bodies for Sri Lanka Tourism (SLTDA) and Tourism Promotion (SLTPB). At the invitation of the chairman of the committee, the team engaged the global advertising agencies with representation in Sri Lanka to contribute to the process.