The Tourism Vision 2025 is not an operational plan for a national brand, marketing strategy, advertising campaign, country slogan or action plan. Rather it is a strategic positioning of Sri Lanka in the international tourism market, which sets the foundations from which the sector can build. It is a catalyst to transform the tourism industry to become a leading employer and driver of economic growth. It provides the foundation with which all stakeholders can rally together to transform the tourism sector as well as the platform to communicate Sri Lanka’s tourism values to the rest of the world.

The Tourism Vision 2025 will transition Sri Lanka into a higher value tourism destination by capturing its full growth potential, whilst safeguarding and prioritizing the sustainability of its natural and cultural assets. The implementation of the vision will be defined by detailed strategies and action plans to be formulated in close cooperation, and through wider consultation with relevant stakeholders at local and national level before the end of 2016.