President calls for comprehensive city branding plan for Anuradhapura amid tourism push

Tuesday, 28 January 2025 02:52 - - {{hitsCtrl.values.hits}}

Insists on critical role of city branding in achieving ambitious target of attracting 3 m tourists in 2025
Opines existing tourism infrastructure, sites might fall short of catering anticipated influx of visitors
Asserts Anuradhapura must stand out on global tourism map

President Anura Kumara Dissanayake

President Anura Kumara Dissanayake has directed the Urban Development Authority (UDA) and Sri Lanka Tourism to devise a comprehensive plan to establish Anuradhapura as a branded sacred and tourism city. The announcement was made during a meeting of the Anuradhapura District Coordinating Committee, insisting on the critical role of city branding in achieving the country’s ambitious target of attracting 3 million tourists in 2025.

The President opined that the existing tourism infrastructure and sites in the country might fall short of catering the anticipated influx of visitors.

“We must ensure that Anuradhapura stands out on the global tourism map, blending its rich heritage with modern convenience for travellers,” he pointed out.

He stressed the need to redefine Anuradhapura’s appeal, highlighting its unique historical, cultural, and religious significance as a way to differentiate it from other destinations. “City branding is not just about marketing, it is about creating a cohesive identity that reflects the soul of a place and enhances the overall visitor experience,” the President remarked.

The plan is likely to focus on integrating sustainable tourism practices, preserving the city’s cultural and environmental heritage and promoting year-round visitation.

The President also urged key stakeholders to collaborate on solutions to address challenges, such as transport connectivity, accommodation capacity, and promotional outreach.

Anuradhapura is renowned as a UNESCO World Heritage Site and a cradle of ancient civilisation. The city already draws significant interest from local and international visitors for its centuries-old stupas, monasteries, and irrigation marvels.

He suggested that further investment and innovative development are needed to accommodate the growing demand and elevate the city’s global profile.

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