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 benefits to the tourism industry and to position Sri Lanka as the most sought after travel destination in Asia.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 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 country will serve as the overall goal of the promotional strategy devised for 2016.The trade familiarisation tours and media familiarisation tours will continue to be a major component of year 2016 marketing plan. The traditional promotional activities such as participating for travel fairs, conducting road shows and outdoor promotions will also be carried out in each country.With regard to airlines, Sri Lanka Tourism hopes to enter into strategic partnerships with new and existing Airlines connecting the regions, capitalising on the “Open Sky” policy of the government of Sri Lanka.Positioning Sri Lanka as a venue for international and domestic events will be a key component of the 2016 marketing strategy. Sri Lanka Tourism hopes to stage internationally acclaimed tourism related events in Sri Lanka during the year such as Arugam Bay Pro- Surf, Kiteathelon, Adventure Tourism events etc.