Another attempt to brand Sri Lanka tourism

By Uditha Jayasinghe

Cabinet on Wednesday gave approval for the formulation of a combined programme for the promotion of tourism in Sri Lanka, with the aim of phasing out usage of different themes and logos. This is seen as the latest step to building a unified brand for Sri Lanka tourism.

This would result in a range of organisations working together to present Sri Lanka’s tourism identity under one theme. The Cabinet paper was presented by Economic Development Minister Basil Rajapaksa and detailed the steps that would be taken by the Government to promote the industry.

“Accordingly approval was given to formulate a strategy for building Sri Lanka’s identity under one single theme through a combined effort to various state and private sector organisations which have relevance to the fields of tourism, foreign investment and export industries,” the Cabinet paper said.



It also stated that Cabinet approval was given to select promotional organisations representing all agencies and launch the Tourism Promotion Programme (TPP). Cabinet also agreed to allow the Economic Affairs Ministry to enter into an integrated agreement with all relevant public and private sector organisations to implement TPP and incur requisite expenditure in a combined effort.

The Ministry will also implement a procedure to make it mandatory for all relevant secretaries to the ministries and heads of organisations to act accordingly in association with the heads of all relevant ministries, departments and corporations.

The Cabinet paper points out that using various themes and logos has hindered the Sri Lankan identity being internationally established and promoted. Accordingly, the Cultural Ministry, National Heritage Ministry, Environment Ministry, Wildlife and Agrarian Services Ministry, National Zoological Gardens Department, Civil Aviation Ministry, SriLankan Airlines, Mihin Lanka, Board of Investment, Urban Development Authority, Tourist Board, National Gem and Jewellery Authority, Tea Board, Export Development Board, Sports Ministry and Sri Lanka Cricket along with other organisations will work with the Economic Development Ministry to launch combined publicity programmes to build a single image of Sri Lanka.