Sri Lanka's new campaign against Scandinavia.

Travelreport speaks to Ambassador Kapila Fonseka. As part of the second phase of its international marketing efforts, Sri Lanka has launched a targeted campaign targeting the Scandinavian market. The focus is on increasing interest in the country as a travel destination among travelers from Sweden, Norway, Finland and Denmark.

In Sweden, the Sri Lankan Embassy organizes various events in collaboration with travel agencies and media. The aim is to promote SriLankan Airlines and highlight Sri Lanka's wide range of travel, wellness, nature experiences and sustainable tourism alternatives.

What Scandinavian travelers value To succeed in the Scandinavian market, it is important to understand what travelers from the region appreciate.

Combination of adventure, culture and nature
Scandinavian travelers often seek diverse experiences – such as hiking in the rainforest or mountains, combined with elements of local culture, history and gastronomy.

Sustainability and nature experiences
Ecotourism, protected natural areas, eco-friendly accommodations and activities with low climate impact are central elements. Scandinavian travelers demand genuine experiences that also take the environment and local people into account.

Safety and security
Clear and up-to-date information about the security situation, good translations into Swedish and/or English, good infrastructure and access to reliable healthcare are crucial for a sense of security.

Comfort and quality
A certain degree of comfort is expected, with quality accommodations, good service and functional transportation solutions.

Ambassador Kapila Fonseka also spoke about Sri Lanka's most famous nighttime elephant festival – the Esala Perahera in Kandy. This grand and sacred procession is held every year in July/August. During the festival, magnificently decorated elephants parade through the city streets, dressed in colorful costumes and ornate headdresses, accompanied by musicians, fire dancers and torchbearers.