Sri Lanka's Ministry of Industry and Investment Promotion is to invest Rs 50 million in a campaign to make Sri Lanka the preferred sourcing destination for buyers in the US and EU.

The agreement was signed at the end of last week with the Joint Apparel Associations Forum (JAAF), which will help to co-ordinate the so-called 'International Image Building Campaign.'

The programme will be monitored by a steering committee set up by the Ministry of Industry, with representation from the government and the private sector.

Its aim is to enhance the value of Sri Lankan Apparel, identify key international customers, and to raise the industry's profile.

The programme will be carried out in New York and Los Angeles in USA and in UK, Germany and France in Europe. 100 leading buyers of activewear, casual, children's and intimate wear will be targeted.

Sri Lanka is considered a world-class supplier of quality garments, producing for brands including Nike, Gap and Victoria's Secret.