When Cyclone Ditwah hit Sri Lanka on 27 November 2025, it caused major devastation 600+ lives lost and 1.2 million people displaced, while putting the upcoming December peak season at serious risk. To counter growing uncertainty, we quickly shared verified, real-time updates to help prevent a wave of cancellations.
In just 7 days, the campaign reached over 3 million viewers and helped protect an estimated USD 800,000+ in tourism value by keeping travellers informed and confident.
These headline figures are only the beginning the full report dives deeper into the behavioural impact, data, and economic value safeguarded during this critical moment.
Given the urgency of the situation, we acted quickly to document what travellers would actually experience in December. Our priority was to cover the key tourist trail — the route most visitors follow — to show real, on-ground conditions after the cyclone and help guests make informed decisions with confidence.
This focus was driven purely by logistics and limited time and budget. While we could not reach every tourism hotspot across the island, our goal was to provide fast, accurate reassurance where it would have the greatest immediate impact. The full report includes a deeper breakdown of our route and methodology.
Main objectives of the campaign we hoped to achieve
