New Year Note
As we step into a new year, I would like to begin by wishing all our readers a very happy and fulfilling New Year. A new year brings renewed perspective, sharper focus, and the opportunity to reset our standards. It is a moment to reflect on where we are headed and how intentionally we choose to pursue excellence.
Raise The Bar was created with that exact purpose in mind. It is a platform dedicated to meaningful conversations around performance, leadership, sport, and business, and to the people who consistently challenge what is possible. At its core, Raise The Bar is about mindset, discipline, and the pursuit of higher benchmarks in everything we do.
As we begin 2026, this journey takes on a new dimension. I have the privilege of spearheading the media and storytelling for Ironman 70.3 Colombo on behalf of WNL, the official digital and print media partner for the event. This is not simply about hosting or coverage. It is about shaping narratives, building credibility, and aligning a global endurance brand with Sri Lanka’s growing ambition to host world class sporting events.
Ironman 70.3 Colombo represents more than a single race day. It is an international endurance franchise, a multi-day sporting festival, and a strategic opportunity for Sri Lanka to position itself as a destination for high value sports tourism. With athletes, families, and supporters arriving from around the world, the event reflects the scale, discipline, and collaboration required to deliver excellence at a global level.
In this context, Raise The Bar becomes the bridge between preparation and performance. Through this platform, I look forward to sharing the stories behind the scenes, the partnerships that make events of this scale possible, and the people whose commitment brings vision to life. As the year unfolds, my commitment remains to elevate conversations, challenge perspectives, and continue raising the bar together.
Sri Lanka is set to strengthen its presence on the global sports tourism map with the hosting of IRONMAN 70.3 Colombo on 22 February 2026, an international franchise endurance event brought down by Serendib Multisport (Pvt) Ltd in partnership with Port City Colombo and Shangri-La Colombo. More than a single-day race, the event represents a strategic effort to position the country as a credible destination for high-value international sporting events, aligning elite sport with urban development, hospitality, and destination branding.
Globally, sports tourism continues to be one of the fastest-growing segments of the travel economy, with international franchise endurance events such as IRONMAN attracting a distinct demographic of high-spending consumers. Participants typically travel with support teams and families, stay longer, and demonstrate higher discretionary spending across accommodation, dining, retail, wellness, and local services. In this context, IRONMAN 70.3 Colombo is expected to generate meaningful economic spillover benefits while elevating Sri Lanka’s visibility among premium global travel and sporting audiences.
The event programme commences on Thursday, 19th February, with the KAYA International Expo and athlete check-in at Shangri-La Colombo, followed by the IRONKIDS event on Saturday, 21st February, along with official race-related activities that enhance visitor engagement. Athletes are expected to begin arriving in Sri Lanka from 15th February 2026, leading to more extended stays and higher visitor expenditure. In addition to registered competitors, the event is likely to attract a significant number of accompanying supporters and family members, further boosting tourism demand. Many athletes will extend their stay for post-race holidays with their families and friends, as more than two-thirds of the visitors are on their first visit to Sri Lanka. Overall, these factors are expected to directly increase foreign currency expenditure across the hospitality, transportation, retail, and services sectors.
The global stature of the IRONMAN brand attracts international athletes, generates media attention, and extends the brand’s worldwide digital reach, positioning Colombo beyond its traditional leisure tourism appeal. The racecourse, encompassing swimming, cycling, and running segments, is designed to showcase Colombo’s coastal landscape and modern infrastructure, reinforcing the city’s capability to host complex, logistically demanding events that meet international standards.
A key pillar of the event’s positioning lies in its strategic partnerships with Port City Colombo and Shangri-La Colombo. Port City Colombo, envisioned as a future-focused financial and lifestyle hub, provides a powerful backdrop aligned with the IRONMAN ethos of progress, resilience, and global connectivity. Its association underscores Sri Lanka’s commitment to internationally benchmarked infrastructure capable of supporting world-class events. Complementing this, Shangri-La Colombo continues its strategic partnership with IRONMAN 70.3 Colombo, delivering premium hospitality standards, ensuring a seamless experience for athletes, officials, sponsors, and international visitors and helping Sri Lanka compete credibly with established IRONMAN destinations across the region.
The event’s reach and long-term impact are further strengthened through its Official Digital and Print Media partnership, Wijeya Newspapers (PVT) Limited, whose role is central to amplifying visibility across domestic and international platforms. Sustained media exposure supports not only the event’s commercial objectives but also Sri Lanka’s broader destination branding and investment narrative.
Beyond immediate economic impact, IRONMAN 70.3 Colombo serves as a replicable model for hosting international franchise sporting events through effective public-private collaboration. It shows how global sports brands, experienced local organisers, premium urban developments, hospitality leaders, and media partners can work together to generate both economic value and long-term destination appeal. As Sri Lanka continues to diversify its tourism offerings and strengthen its economic recovery story, initiatives like IRONMAN 70.3 Colombo highlight how sport can act as a strategic economic driver. Scheduled for 22 February 2026, the event marks an important milestone in positioning Sri Lanka prominently within the global sports tourism and sports business arenas.
