Rebranding of post-conflict destinations

How best to promote the destination in the aftermath of conflict

Three decades of conflict leaves behind scars, both physical and emotional. But history has proved time and again that human beings are resilient and rise stronger from the ashes of conflict and despair. Their past makes them stronger and more determined to preserve unity and their deep cultural heritage that defines their sense of ‘Nation’. 

Many nations have emerged stronger after a turbulent past, slowly rebuilding their economy and the lives of their people, Cambodia, Myanmar and some African nations are fitting examples. In South Asia, Sri Lanka is testament to a country healing its scars and patiently rebuilding its image and economy for the world to discover.

This teardrop shaped island nation has been blessed with nature’s bounty – from flora and fauna, beaches and mountains and probably its most valuable resource – its people. In the six years since the conflict ended, Sri Lanka has shown a 20% year on year growth in tourist arrivals, expecting to welcome 2.5 million tourists in 2016. But the task is not yet over, with more than one billion tourists travelling out of their homes and countries every year, Sri Lanka has to create awareness and interest to get its share of tourists and tourism receipts.

For nations emerging out of conflict, there are a few factors to keep in mind when welcoming tourists. First you have to send a message out to the world that your country is safe and your guests are welcome. To do this, the credibility of the messenger is very important – when you want to communicate, choose a messenger that is credible and trusted and use their brand equity to lend credence to your communication.

Second, it is never about one sector, it is the nation as a whole that welcomes guests to its land. Therefore building a ‘Nation brand’ identity is very important, celebrating its people, industries, heritage, culture and festivals. Sri Lanka is as much about whale watching and surfing as Ceylon Tea, it is as much about the elephants as about the gems and jewellery indigenous to it, it is as much about the wildlife at Yala as the heart warming Sri Lankan smile. It is important to build this one image of Sri Lanka through a Nation Brand concept.

Lastly, while silence may be termed golden, it is the biggest enemy of a Destination Brand. Sri Lanka the wonder of Asia should proudly send out its message to the world consistently and comprehensively. 

Let the world see this beautiful nation as what it truly is – it represents the unity, beauty and enlightenment of the Bodhi leaf, not the teardrop.

(The writer is CNN’S Head of Advertising Sales, South Asia).