‘O Sri Lanka’

Ceylon was known as the Pearl of Indian Ocean. We failed to take it as a Tourism Promotion Tagline and lost it to another country. After many years of being in limbo a professional who developed tourism for Singapore as the Lion City was hired as Chairman Tourism. Many debates took place and a Tagline “Sri Lanka the Small Miracle” was incorporated and publicity given. Then as usual in this country after some time a Minister of Tourism did not like the tag line “Sri Lanka the Small Miracle”. By this time other countries had come up with attractive taglines such as “Incredible”, “Truly Asia”, “Wonder of Asia” etc in their tourism promotion

Recently the Ministry of Tourism hired an international advertising agency to come up with “Promoting Sri Lanka Tourism” at great cost. They came up with a tagline “So Sri Lanka”. At the launch I stated that this is not a good tagline as attractive as “Incredible” or “Truly Asia” or “Wonder of Asia”. The word “O” is as in Despair. O God or O my heavens, etc. I was laughed at by most present and the theme “So Sri Lanka” was launched.

The Islamic extremist attack on April 21 made 90 per cent of the population of Sri Lanka and the world say “So Sri Lanka I cry for you”.

I had many calls from friends, relatives and business associates from around the world. One of them, a Chairman/MD of a company that manages 5,000, 3 – 5 Star Hotel Rooms in India and Africa told me: Sri Lanka has got the best publicity after 10 years. It was the LTTE that gave publicity but it was local. Now it is Muslim Extremism International.

Sri Lanka being a small island nation, if all security systems are de-politicised and independent, Muslim extremism can be completely wiped out in a few days. This is the time to give visa free entry. Unfortunately our politicians thought otherwise.

Discount inbound travel on SriLankan Airlines by 40 per cent: Anyway Sri Lankan is operating at a loss. This may increase in a load factor to 95 per cent from the current 65 per cent and result in SriLankan breaking even. Discount hotel rates by 40 per cent: This will increase hotel bookings to 90 per cent during the next season. Give international publicity and visitors who take the challenge to come. Travel agencies around the world will give adequate publicity as Sri Lanka being a great destination to be in at attractive prices. International websites have already given publicity to the attractions in Sri Lanka and what a great holiday destination Sri Lanka is. This will encourage new visitors who are looking for an affordable holiday. Their Facebook, Twitter sites will do the needful after a great holiday in paradise.

All those involved in tourism, big or small should be given a grace period to settle loans to banks and other financial institutions. All lenders act as leaches in the recovery of their loans not taking in to consideration the plight of their borrowers other than showing an impressive bottom line to shareholders and a big bonus to staff.

I trust the authorities will start to give our tourism a boost without having sad faces and crying tourism ‘has been hit by $ 1.5 billion’. We may make $ 2 billion if this is done.

Make use of this opportunity. Nothing is lost. We are known globally now even better than what LTTE did for us.

( The writer is a veteran business leader, Managing Partner at TJ Associates and can be reached at tissaj2009@yahoo.com).