Sri Lanka, Sept. 10 -- Sri Lanka's ambitious plan to attract five million tourists and generate US$ 10 billion in annual revenue by 2030 is under threat as bureaucratic delays stall a critical global promotional campaign, industry leaders said.

Top tourism stakeholders yesterday called for urgent action, warning the country is failing to leverage its potential while regional rivals such as Thailand and Vietnam surge ahead.

The strongest critique came from Sri Lanka Association of Inbound Tour Operators (SLAITO) President Nalin Jayasundera, who also serves as Managing Director of Aitken Spence Travels and represents TUI, the world's largest tour operator. He stressed that immediate and sustained international marketing is critical to ach...