Combined publicity blitz for Sri Lanka tourism still not 100% ready

• Steps to promote through embassies have started
• Sri Lanka Tourism to be rebranded as  Sri Lanka Tourism Authority soon

 By Cheranka Mendis

Conclusive decisions have not been taken to fully implement the Government’s plan on formulating a combined publicity program to build a unified brand for Sri Lanka Tourism as announced in August last year, even though working with embassies around the world has commenced.

Sri Lanka Tourism Chairman Nalaka Godahewa said that discussions were still being held under the Cabinet Sub Committee Chaired by Senior Minister of International Monetary Cooperation Dr. Sarath Amunugama, although no final decision had been made yet.

“It is a long process,” Godahewa said, noting that he was not in a position to reveal a due date for the Tourism Promotion Program (TPP) to be finalised. “The idea was that all institutes engaged in foreign activity must work together to promote the destination and for this all funds must be pulled in together. Doing this is no easy task. There are many activities taking place and many legal documentation, etc., to be looked at. However, the sub committee meets regularly to discuss the relevant matter.”

Even though the combined tourism project is not conclusive yet, steps have been implemented to support the situation. Godahewa acknowledged that the Government had requested all promotional activities to be carried out through Sri Lankan embassies without discouraging individual marketing and promotional agendas.

“As we are aware, prior to this the majority of key stakeholders have had different offices worldwide conducting promotional work. Now all industries will do this through the embassies.”

He noted that this was the first step towards a successful TPP. “Whether it is investment, trade, tourism or export promotion, the Government has requested that the promotional activities be done through embassies.” The measure has been in place for over a year, Godahewa said.

Commenting on the amalgamation of the four bodies listed under Sri Lanka Tourism – Sri Lanka Tourism Development Authority, Sri Lanka Tourism Promotion Bureau, Sri Lanka Institute of Tourism and Hotel Management and Sri Lanka Convention Bureau – under one name, which is supposed to come into effect soon, Godahewa stated that incorporation was still under process.

He noted that Economic Development Minister Basil Rajapaksa had advised the relevant parties to consult with all stakeholders of the four institutes before going forward. “They have all given their consent. This will soon be put forward to the legal draftsman and it should be ready to be presented in Parliament in a month’s time.” The body will then be re-established as Sri Lanka Tourism Authority, he said.