The Sri Lanka Tourism Alliance has launched its latest tactical campaign burst, “Love Sri Lanka, Always,” positioning the island as a destination to discover and rediscover year-round. 

The initiative was unveiled as part of a global digital rollout aimed at reshaping travel perceptions and addressing the challenge of demand-driven seasonality.

Malik Fernando, Co-Chair of the Sri Lanka Tourism Alliance, said: “Sri Lanka is a destination that constantly surprises and delights. Through this tactical campaign, we are inviting travellers to see the island in a new light, to experience its culture, nature, and festivals during times that fall outside the traditional season. We are also addressing a key issue of demand-driven seasonality, and our goal is to position Sri Lanka as a truly year-round destination.”

The campaign emphasizes time-specific cultural, wildlife, and natural experiences, encouraging travellers to explore beyond traditional peak travel windows.

It also highlights Sri Lanka’s strong recovery following recent flooding, with tourism operations fully resumed and communities welcoming visitors safely.

Through cinematic films, evocative photography, and digital storytelling, “Love Sri Lanka, Always” showcases unique seasonal spectacles such as the Minneriya elephant gathering, Vesak lanterns, and the Kandy Perahera festival. 

The campaign is being delivered globally across digital platforms and media, strengthening the Love Sri Lanka platform as a central hub for inspiration and trip planning. (Newswire/ Voyager’s World)

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The Pekoe Trail Organization (TPTO) has signed a landmark Memorandum of Understanding with the Ceylon Tea Museum, located at the starting point of Sri Lanka’s iconic 300+ km long distance hiking route. Under this partnership, hikers can purchase their Trail Passes at the museum and enjoy complimentary museum access, creating a unique link between tea heritage and adventure tourism.

The museum will act as an official hub for hikers to gather essential information, while TPTO integrates its offerings into digital platforms, ensuring a seamless visitor experience. This partnership reinforces TPTO’s commitment to its Public Private Partnership model and national tourism goals.

TPTO is a non-profit destination management organization created to ensure the long-term commercial sustainability of The Pekoe Trail, which weaves through Sri Lanka’s breathtaking central highlands, historic tea estates, and rural communities. The trail has earned global recognition, including from National Geographic – Top Travel Experiences in the World 2024 & Best of the World 2024, TIME Magazine’s World’s Greatest Places 2025, and the British Guild of Travel Writers.

Trail stewardship is vested in the Sri Lanka Tourism Alliance and Regional Plantation Companies. TPTO’s board is led by Malik Fernando (Chair, Sri Lanka Tourism Alliance), alongside Dr. Roshan Rajadurai (Hayleys Plantations), Geeth Kumara (Aitken Spence Plantations), and Yadarshi Sivarajah (Tea Leaf Trust).

The passionate operational team comprises Pramudith Thenabadu (Strategy & Technology), Renusha Gomis (Partnership Development and Institutional Relations), Buddhika Ranasinghe (Trail Operations & Product Development), Kushlani Karunaratne (Signature Experience, Communications & Engagements), Visvanathan Thalaisingam (Finance & Administration) and Yaseen Nizar (Digital Platforms & Fulfilment).

TPTO’s mission extends beyond trail maintenance. Its core pillars include enhancing infrastructure and safety, empowering rural communities through MSME development and certified guide training, conserving biodiversity and heritage, promoting low impact travel to high value markets, and ensuring long term financial viability. Additional revenue sources include corporate sponsorships, branded merchandise, memberships, and project partnerships.

A key innovation is the Trail Pass, a digital permit granting access to the trail and app-based navigation tools. Proceeds fund trail upkeep, safety, and community initiatives.

“The Trail Pass ensures every visitor contributes directly to preserving the experience and supporting the communities that make it possible,” said TPTO Chairman Malik Fernando.

By integrating conservation, culture, and community, The Pekoe Trail is setting a new benchmark for sustainable tourism in Sri Lanka, uplifting remote areas while strengthening the nation’s global tourism brand.

thepekoetrail.org

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