Monitoring Desk
ISLAMABAD: In the bid to attract additional foreign exchange, crisis-hit Sri Lanka’s tea industry has made plans to launch a global promotional campaign that will target its main export destinations.
The industry is famous for Ceylon tea, which is one of Sri Lanka’s biggest exports. Ceylon is the country’s name under colonial rule.
In 2022, the revenue generated from tea exports stood at around $1.26 billion. This year’s target is $1.4 billion.
The island nation of at least 22 million people has been gripped by a financial crisis since early 2022.
Sri Lanka to launch online tea promotion campaign in March
Sri Lanka Tea Board’s promotion director, Pavithri Peiris while speaking to Saudi Arabian media on Wednesday that Ceylon tea was highly valued in the region.
Peiris added that the country was making preparations to undertake a global promotion project.
She further stated that a digital PR campaign will be launched in March. The online campaign will be in a total of 20 countries, including Saudi Arabia and the United Arab Emirates (UAE).
