Home / Columnists/ So Sri Lanka – So what?

So Sri Lanka – So what?

Comments / {{hitsCtrl.values.hits}} Views / Monday, 29 October 2018 00:12

Once again the island nation is all worked up over the latest tourism tag-line i.e. So Sri Lanka.  Two key points to note here: Our tourism strategy is far more important and need greater focus than the tag-line, which is a by-product of strategy. Even so, consistency in the tag-line is key and should not change based on the political flavours of the season!

The purpose of a tag-line is to communicate the value proposition (why select us?) of the offering – in an encapsulated form. Its effectiveness depends on the creativity, intensity and consistency of the campaign, not just the tag line. Think New Zealand 100% Pure, Malaysia Truly Asia, Incredible India, Maldives Sunny Side of Life, etc.

Consistency (of the campaign and of course the tag-line) is key, more so for countries with extremely small, insignificant campaign funding. This is where Sri Lanka falters. Just in the last decade alone we were touted to be The Wonder of Asia, A Land Like No Other, A Small Miracle, Small Island – Big Trip and now So Sri Lanka – all this with extremely small/insignificant campaign funding.

However, what is more important than the tag-line is our strategy – that should address fundamental questions such as:

  •  Which global traveller do we wish to and are we capable to attract and satisfy?
  •  Why would they select us vs. competition?
  •  How do we continuously fine-tune our value proposition to remain relevant to our target market and do so competitively?
  •  How do we build and continuously improve our capacity and capabilities – to meet the dynamics of the global tourism market we serve?

So, forget the tag-line (for the moment), look at the bigger picture first – do you see it? 

Share This Article

Facebook Twitter


1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.


Today's Columnists

Withering of expectations and prospects of new ones

Friday, 21 February 2020

The election of Gotabaya Rajapaksa as President at the last Presidential Election can be said to have been the ultimate wish of the majority of Sinhala Buddhist people. Yet, the people were not aware that the President they were electing does not hav

Upsurge of populism

Friday, 21 February 2020

“Populism: denies the pluralism of contemporary societies. It promotes hostility to “enemies” and flirts with violence. It is generally gripped by a territorial mentality that prioritises borders and nation states against ‘foreigners’ and

Diplomatic drone strike, Indo-Lanka equation and constitutional change

Thursday, 20 February 2020

The ‘diplomatic drone strike’, the dramatic US strictures against the Army Commander, Lt. Gen. Shavendra Silva, tells us that Big Brother IS watching. This isn’t the usual suspects, its way out of their league. This is the Big League, the big b

Solar and wind power can resolve electricity crisis, early and cheaper, if allowed

Thursday, 20 February 2020

The country is facing the worst power situation in the history, with electricity generation being unable to meet the demand, with generation costs among the most expensive in the world. With the current scenario, the country cannot be expected to com

Columnists More