This research explores how the strength of Sri Lanka's brand as a travel destination, what’s called Destination Brand Equity (DBE affects tourists' desire to visit, especially after the country has gone through some tough times. The study also looks at the role of tourists' love for the Destination Brand Love (DBL as a connecting factor). First, researchers surveyed 400 tourists using questionnaires, and then they had in-depth conversations with 30 key players in the tourism industry to get a more complete picture. They used a statistical technique called Structural Equation Modeling to analyze the survey data, and it showed that a strong destination brand made tourists love the place more and want to visit and that this love was a big reason why they wanted to go. The conversations revealed that tourists felt a strong connection to Sri Lanka because of the rich culture and real, authentic experiences they had. All of this points to the idea that focusing on the emotional side of things emotional branding is really important for winning back trust and getting tourists to return to Sri Lanka after difficult periods. The study suggests that Sri Lanka should run marketing campaigns that pull at the heartstrings and make sure visitors have unique, memorable experiences.