Sri Lanka has made history with its first-ever win at the APAC Effie Awards, one of the most respected accolades in the global marketing industry. Phoenix Ogilvy Sri Lanka and SriLankan Airlines earned a Bronze Effie in the Travel and Tourism category for their innovative campaign, Relive the Epic of the Ramayana Trail. This recognition highlights the creative strength and strategic impact of the campaign, which has successfully revived interest in Sri Lanka as a destination of culture, spirituality, and discovery.
Held in Singapore, the APAC Effie Awards brought together over 120 entries from across Asia-Pacific. Sri Lanka’s win stood out not only as its first but also as the sole recognition in the Travel and Tourism category, underscoring the effectiveness of the campaign in generating real business results while promoting cross-cultural tourism.
The Ramayana Trail: A Cultural Bridge to India
The Ramayana Trail campaign reimagined one of the most enduring ancient epics, the Ramayana, as a spiritual journey across Sri Lanka. The initiative invited Indian travelers, Sri Lanka’s largest inbound market, to explore 20 culturally and spiritually significant sites believed to be linked to the Ramayana story.
Through creative storytelling, compelling visuals, and modern marketing techniques, the campaign tapped into the deep emotional and cultural ties between the two nations. It not only positioned Sri Lanka as a spiritual haven but also provided Indian tourists with an immersive way to connect with their heritage while experiencing the island’s natural beauty and cultural diversity.
This initiative proved to be a masterstroke in tourism marketing, resonating with Indian travelers and reinforcing Sri Lanka as a preferred destination for both religious and leisure travel.
Global Recognition and Awards
Beyond the APAC Effie, the Ramayana Trail campaign has received several international honors. In 2025, it won a PATA Gold Award for Best Marketing Campaign – Carrier, and at ITB Berlin, it received the Golden Star Award in the Campaign International category at the Golden City Gate Awards. It also secured a Silver Dragon at the Dragons of Sri Lanka Awards in the “Innovative Idea or Concept” category.
These achievements illustrate how cultural storytelling, when executed with creativity and strategic vision, can elevate a nation’s tourism brand on the global stage.
Revitalizing Sri Lanka’s Tourism Industry
The success of the Ramayana Trail campaign has come at a critical time for Sri Lanka. The island nation’s economy is highly dependent on tourism, and global disruptions in recent years had slowed growth. The campaign was a vital step in re-energizing the tourism sector by targeting India, which continues to be the top source market for arrivals.
Aligned with Sri Lanka’s Tourism Strategy 2030, the initiative also complements the government’s long-term goal of positioning the country as a sustainable and globally competitive tourism hub. By highlighting culture, heritage, and spirituality, the campaign has broadened Sri Lanka’s tourism appeal beyond beaches and wildlife, creating a holistic travel identity.
Visa-Free Access: Making Travel Easier
In addition to creative campaigns, Sri Lanka is introducing traveler-friendly visa policies to encourage more arrivals. From October 2024, Indian citizens and nationals from 34 other countries can enjoy visa-free entry for up to 30 days. This move makes visiting Sri Lanka more convenient and affordable, further boosting tourism potential.
In April 2024, the country also launched a new e-visa system, replacing the old Electronic Travel Authorization (ETA). The revamped platform allows travelers to apply online, make payments, and receive approvals before departure. Extensions for longer stays can now also be managed digitally, providing flexibility for tourists who wish to immerse themselves more deeply in the island’s culture and landscapes.
These changes reflect Sri Lanka’s commitment to making travel easier while aligning with its broader tourism recovery strategies.
Must-Visit Destinations in Sri Lanka
As tourism rises, Sri Lanka is showcasing its diverse attractions:
- Colombo – The vibrant capital, known for colonial architecture, lively markets, and modern city life.
- Kandy – A cultural hub, home to the revered Temple of the Tooth and surrounded by misty hills.
- Nuwara Eliya – Famous for its tea plantations, cool climate, and lush landscapes.
- Ella – A scenic hill station offering breathtaking train journeys and hiking opportunities.
- Galle – A coastal gem with a historic Dutch Fort, boutique hotels, and golden beaches.
Each of these destinations adds to Sri Lanka’s charm, offering travelers a blend of history, culture, and natural beauty.
Practical Travel Tips
- Currency: Sri Lankan Rupee (LKR).
- Languages: Sinhala and Tamil are widely spoken; English is common in tourist hubs.
- Best Time to Visit: The west and south coasts are ideal from December to March, while the east coast is best between April and September.
- Health: Stay hydrated and carry essential medications; vaccinations should be up to date.
- Cultural Etiquette: Modest clothing is recommended when visiting temples; remove shoes and hats before entering sacred sites.
Looking Ahead: Sri Lanka’s Bright Future
The award-winning Ramayana Trail campaign demonstrates how creativity, culture, and strategy can transform tourism marketing. Coupled with visa-free policies and improved digital services, Sri Lanka is better positioned than ever to welcome international visitors.
As more travelers seek meaningful cultural experiences and convenient access, Sri Lanka’s tourism industry is set to thrive. The partnership between Phoenix Ogilvy and SriLankan Airlines not only marked a historic moment with the APAC Effie win but also provided a model for future tourism campaigns that blend heritage with modern appeal.
With its unique mix of history, spirituality, and hospitality, Sri Lanka continues to shine as a destination that offers unforgettable journeys and long-term economic benefits.
For more travel news like this, keep reading Global Travel Wire
