The Sri Lanka Tourism Promotion Bureau (SLTPB) is organizing a special influencer familiarization tour featuring four prominent Australian social media personalities, as part of a renewed effort to position Sri Lanka as a top long-haul destination for Australian travellers.
According to the SLTPB, the group will arrive in Sri Lanka on 20 August and will explore the island until 31 August 2025.
This promotional initiative forms part of SLTPB’s ongoing global digital outreach strategy aimed at attracting high-yield tourists through content-driven marketing.
During their nearly two-week visit, the influencers will experience a carefully curated selection of attractions, from cultural landmarks such as Sigiriya, the Dambulla Cave Temple, and the Temple of the Tooth Relic, to natural and wildlife highlights including the Ella train ride, Yala National Park, coastal gems like Pasikuda Beach and Galle Fort, and modern developments such as Port City Colombo and the Lotus Tower. The itinerary blends heritage, wildlife, beach, and urban experiences, ensuring each facet of Sri Lanka’s tourism appeal is authentically showcased.
The visiting influencer group includes Sheridyn Fisher, a lifestyle and wellness creator with 491,000 followers on Instagram and 3.4 million followers on Facebook, known for promoting mindful living and elegant travel storytelling.
Ashley Parker, a highly followed TikTok personality with 2.5 million followers and 138,000 on Instagram, brings a high-energy, adventure-driven narrative to her global audience. Cerys Lily, who transitioned from a nursing career to travel content creation, boasts over 215,000 followers on TikTok and 38,500 on Instagram and is admired for her honest and relatable travel experiences. Ella DelNore, a rising figure among digital nomads, has nearly 200,000 TikTok followers and 25,300 Instagram followers, offering a unique lens focused on remote work, wellness, and eco-tourism.
The campaign is expected to generate wide-scale visibility for Sri Lanka through real-time video content, cinematic reels, personal reflections, and curated photo stories shared across Instagram, TikTok, Facebook, and YouTube. These digital activations are projected to reach a global audience of over 200 million through combined impressions, significantly enhancing Sri Lanka’s destination presence in the Australian market.
Officials from Sri Lanka Tourism emphasize that the influencer initiative is a targeted marketing effort to reach younger, experience-driven travellers who seek authenticity, diversity, and sustainability in their travel choices. The influencers, selected for their audience engagement and thematic alignment, will serve as digital ambassadors who can authentically showcase the unique experiences Sri Lanka has to offer.
With Australia recognized as a growing and valuable tourism source market for Sri Lanka, this campaign is poised to play a vital role in increasing inbound arrivals, particularly during the upcoming southern summer season.
It also reinforces SLTPB’s strategic pivot toward content-driven digital marketing, supporting the island’s tourism recovery and growth on the global stage. This initiative builds on SLTPB’s past influencer engagements and reflects a dynamic shift in how the Tourism Promotion Bureau connects with modern travellers through authentic storytelling, community engagement, and immersive digital content that inspires exploration. (Newswire)