Sri Lanka's tourism sector is set to receive a significant strategic boost as two globally recognized consultancy powerhouses join forces to craft a comprehensive international tourism campaign for the island nation. MTI Consulting, the internationally acclaimed strategy consultancy, and Skift, the world's largest tourism industry intelligence consultancy, have entered into a joint venture to develop and execute a far-reaching global tourism strategy for Sri Lanka. This landmark collaboration has been made possible through the support of the World Bank's Global Food and Policy Program (GFPP), signaling a high-level commitment to revitalizing Sri Lanka's tourism economy on the world stage.
A Strategic Partnership With Global Reach
The partnership between MTI Consulting and Skift Advisory brings together decades of combined expertise in strategy development, market intelligence, and tourism industry insight. The collaboration was formalized during a high-profile meeting held in Sri Lanka, attended by key representatives from both organizations, including Ms. Christine Fernando, Executive Director of MTI Consulting, and Mr. Oliver Martin, Senior Director of Skift Advisory. Their presence underscores the seriousness with which both organizations are approaching this initiative and reflects a shared commitment to positioning Sri Lanka as a premier global travel destination.
Skift, widely regarded as the most influential intelligence and research platform in the global tourism industry, brings an unparalleled depth of market knowledge and data-driven insights to the table. With its finger firmly on the pulse of international travel trends, consumer behavior, and destination marketing, Skift's involvement ensures that Sri Lanka's campaign will be grounded in current, actionable intelligence rather than outdated assumptions or generic strategies.
MTI Consulting's Role in Shaping the Vision
MTI Consulting, known for its robust international strategy work across emerging and frontier markets, will play a pivotal role in shaping the overall strategic framework of the campaign. The firm's experience working with governments, development organizations, and private sector entities across Asia, Africa, and the Middle East makes it uniquely positioned to translate global best practices into locally relevant, impactful tourism strategies for Sri Lanka.
Ms. Christine Fernando's leadership in this initiative reflects MTI's long-standing dedication to driving economic transformation through strategic thinking. Her expertise in navigating complex stakeholder environments and delivering results-oriented strategies will be instrumental in ensuring that the campaign addresses both immediate visibility goals and long-term destination brand building.
World Bank's GFPP: The Enabling Force
The World Bank's Global Food and Policy Program (GFPP) serves as the critical enabler behind this ambitious collaboration. By providing the financial and institutional backing necessary to bring together two world-class consultancies, the GFPP demonstrates the World Bank's recognition of tourism as a vital lever for economic recovery and sustainable development in Sri Lanka. Tourism has historically been one of Sri Lanka's most important foreign exchange earners, and its revival is closely tied to the country's broader economic stabilization efforts.
Sri Lanka has faced considerable economic headwinds in recent years, including the aftermath of the 2019 Easter Sunday attacks, the global disruptions caused by the COVID-19 pandemic, and the severe economic crisis of 2022. Against this challenging backdrop, a well-orchestrated global tourism campaign is not merely a marketing exercise — it is an economic imperative. The World Bank's support through the GFPP signals confidence in Sri Lanka's potential to rebuild and grow its tourism sector with the right strategic guidance.
What the Campaign Aims to Achieve
While specific campaign details are still being developed through the joint strategic process, the overarching objectives are clear. The MTI-Skift collaboration aims to reposition Sri Lanka in the minds of global travelers, highlighting the island's extraordinary diversity of experiences — from its pristine beaches and ancient cultural heritage to its lush wildlife reserves and world-renowned cuisine. The campaign is expected to target key source markets across Europe, Asia, the Middle East, and North America, leveraging data-driven insights to craft messaging that resonates with modern, discerning travelers.
Beyond attracting visitor numbers, the strategy is anticipated to focus on increasing tourist spending, extending average length of stay, and promoting sustainable tourism practices that protect Sri Lanka's natural and cultural assets for future generations. This holistic approach reflects the evolving global standard for destination marketing, where quality of tourism is prioritized alongside quantity.
A Turning Point for Sri Lanka's Tourism Future
The MTI and Skift partnership represents more than just a consultancy arrangement — it marks a defining moment in Sri Lanka's efforts to reclaim its rightful place among the world's most sought-after travel destinations. With the combined intellectual firepower of two globally respected organizations, the financial backing of the World Bank, and the strategic clarity that comes from evidence-based planning, Sri Lanka's global tourism campaign is poised to make a meaningful and lasting impact.
As the strategy takes shape in the coming months, all eyes in the regional and global tourism industry will be watching closely. For Sri Lanka, the opportunity to reintroduce itself to the world — on its own terms, with a compelling and authentic narrative — has never been greater. This collaboration may well prove to be the catalyst the country needs to write the next exciting chapter of its tourism story.