Broad Strategic Marketing Plan introduced for year 2016 The tourism industry of Sri Lanka is poised for growth to achieve sustainable development phase within the next few years, based on the strategic direction determined by the new government.Sri Lanka Tourism has formulated a broad Strategic Marketing Plan for year 2016, with the participation of private and public sector stakeholders addressing long standing needs of the industry and the future expectations of the country as a tourism destination. The new strategy was refined for its contents to maximise the benefits to the tourism industry and to position Sri Lanka as the most sought after travel destination in Asia. During year 2015 up to November , Sri Lanka Tourism recorded 18.1% growth on arrivals with 1.5 million arrivals. The total tourism revenue generated was US$ 2.2 billion. At this backdrop, the tourism promotional plan of year 2016 is formulated based on five key strategic objectives. Attracting a target number of 2.2 million visitors with 26% annual growth, increasing average daily expenditure of a tourist up to US$ 200 and average stay, contributing to generate a total tourism revenue up to US$ 2.75 billion will be the key performance measures. Uplifting Sri Lanka’s brand value up to US$ 80 million through tactical marketing campaigns focusing on main product offerings of the county will serve as the overall goal of the promotional strategy devised for 2016.