Sri Lanka stumped over tourism identity

Top official says any new campaign has to reflect current situation

- BY CHARUMINI DE SILVA

SRI Lanka's much-discussed global tourism marketing campaign, which the industry has lobbied for over decades, will not materialise this year, with authorities confirming that a comprehensive “nation branding” push is at least a year away.

A senior official from Sri Lanka Tourism said that although the need for such a campaign has been repeatedly acknowledged, procedural delays remain a stumbling block. “First these new proposals need to be approved by the Cabinet of Ministers and only then those tenders can be floated,” the official explained, noting that the process will take considerable time.

The official recalled that the last attempt at a global campaign was launched in the immediate aftermath of the COVID-19 pandemic, aimed primarily at reassuring the world that Sri Lanka was open for business. "Although it suited the situation then, things have changed drastically over the years now, and any new campaign has to reflect the current situation," he stressed.

He said a campaign of this scale could not be rushed simply to meet deadlines. "A nation branding and a global campaign must be carefully planned and executed," he added.

Despite tourism being identified as a priority sector for economic growth, the Daily FT learns that the Presidential Tourism Task Force did not take up the subject of a global marketing blitz at its inaugural meeting.