SL’s international promotions under one umbrella in future
View(s):Sri Lanka’s international promotions that were done through different ministries will in future be carried out jointly by a single, umbrella organisation. It will be coordinated by the Ministry of Policy Planning and likely to be executed by the Ministry of International Trade in a major public relations drive that will strive to promote and build the country’s image, officials said.
“There will be a cohesive effort in future when branding the country. Such an effort will carry more weight,” an official told the Business Times. Prime Minister Ranil Wickremesinghe has taken this initiative in a bid to better propel the country internationally, he added. In future international promotions pertaining to tourism, exports (spices, gems, etc), tea, stock exchange roadshows, Board of Investment and all other international promotions will be coordinated by the Ministry of Policy Planning headed by Mr. Wickremesinghe and carried out as country promotions.
“When various agencies try to promote at different times, there is a disconnect in these efforts. It was decided by the officials that all international promotions should be done as a collective exercise to elevate the country’s profile. This is why such a move was decided. This type of promotion will elevate the country’s profile greatly,” the official said.
He added that such promotions will connect Sri Lanka to the markets in India, China and the US with high spending tourists targeted – those spending between US$ 150-250 per day, as opposed to the current profile of tourists who spend between $40-50. “As a result of this ‘country promotion’, other related agencies will chip in with the Sri Lanka Tourism Promotion Bureau’s (SLTPB) promotions at Berlin’s ITB as an example or the proposed new authority to develop the cinnamon trade and undertaking an international branding exercise,” he explained. He said this cohesive effort is aimed at boosting exports which now comprise 15 per cent of GDP to 30 per cent of GDP within a 5-year period.
“Trade opportunities, buyers and buying inquiries, international prices for selected commodities, standards and regulations, statistics, trade events in target markets will be identified/ shared on a sector-focused approach as a country. This will enable sustainable and inclusive development solutions in the country,” he added.
He said that assistance from promotional offices connected to Sri Lankan diplomatic missions abroad will be sought in this exercise.