Sri Lanka, April 10 -- Sri Lanka will launch its long-awaited global tourism promotion campaign by the end of this month, marking a strategic shift from traditional tourism marketing to a comprehensive nation branding initiative that highlights the country's diverse economic and cultural strengths.

The new campaign, which replaces the conventional tourism taglines, will integrate Sri Lanka's key sectors - including tourism, tea, apparel and cricket - under a unified national brand identity, according to Sri Lanka Tourism Development Authority and Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam.

Hewawasam emphasised that this approach moves beyond standalone tourism promotion to create a cohesive global image for Sri Lanka...