MTI & Skift to strategize for Sri Lanka’s Global Tourism Campaign

Ms. Christine Fernando, Executive Director of MTI Consulting (3rd from left), and Mr. Oliver Martin, Senior Director of Skift Advisory (2nd from left), during a meeting in Sri Lanka

Enabled by the World Bank’s GFPP

Skift, the world’s largest tourism industry Intelligence consultancy, in joint venture with MTI Consulting, the international strategy consultancy, has been selected by Sri Lanka’s Ministry of Tourism and the World Bank to strategize and support the development of Sri Lanka’s Global Destination Communication Campaign Roadmap.

The assignment includes the development of a five-year global promotional campaign strategy supported by market intelligence, marketing direction, and a robust campaign management blueprint. The aim is to modernize Sri Lanka’s global tourism messaging, ensuring it is insight-driven, internationally benchmarked, and reflective of the country’s authentic identity.

Preparing for such a campaign requires a strong institutional, strategic, and operational foundation, including a dedicated pre-launch team, comprehensive research, a strategic communications framework, and internationally aligned procurement documentation. The consultancy assignment will support the Sri Lanka Tourism Promotion Bureau (SLTPB) and the Ministry of Foreign Affairs, Foreign Employment and Tourism (MOFAFET) during the pre-launch phase of the global destination promotion campaign, while also developing the Terms of Reference for the Global Destination Promotion Campaign.

The project falls under MOFAFET’s Tourism for Heritage, Resilience, Inclusion and Value-driven Employment (THRIVE) Project and is supported through the World Bank’s Grant Facility for Project Preparation (GFPP).

MTI Consulting is an internationally networked strategy consultancy,  having carried out assignments 760 in 56 countries over the past 29 years.