Tourism plans face fresh delays

Calls for fresh tenders for nation branding and global blitz months before winter peak season Deputy Tourism Minister Prof. Ruwan Ranasinghe says procurement process takes 3-4 months Expert committee promised for nation branding effort in June still not appointed; industry warns of wasted year and last-minute scramble Free-visa scheme for 40 countries remains in limbo pending Parliamentary approval Industry warns ad-hoc roadshows cannot replace cohesive global strategy Stakeholders slam missed opportunities from international accolade Arrivals at 1.51 m by 20 August; 1.48 m more needed in four months Private sector warns winter peak bookings already lost, 3 m arrivals and $ 5 b revenue target out of reach

- BY CHARUMINI DE SILVA

Sri Lanka's long-awaited nation branding and global marketing campaign has been delayed again, with fresh tenders now being called just months before the critical winter tourist season.

Deputy Tourism Minister Prof. Ruwan Ranasinghe said the National Procurement Commission has directed new bids, a process expected to take three to four months. “We are now in the process of calling for fresh tenders and the process will likely take about three to four months. Roadshows and promotions will continue in the interim,” he told the Daily FT.

He reiterated that launching a nation brand without resolving foundational issues would undermine long-term objectives, stressing that Sri Lanka must move away from ad-hoc efforts lacking strategic cohesion.

The move follows the scrapping of earlier tenders, leaving agreements signed with global marketing agencies in 2024 "largely underutilised," while the "expert committee" promised in June to steer the initiative is yet to be appointed nearly three months later (https://www.ft.lk/top-story/NationBranding-boost-for-tourism-unlikely-amidprocedural-delays/26-778005).