Sri Lanka’s nation branding needs to be carefully curated: MTI

Friday, 8 August 2025 00:06 - - {{hitsCtrl.values.hits}}

The grand launch of the Melco-operated City of Dreams has sparked bold comparisons, with some advocating for Sri Lanka to become the ‘Macau of India.’ While MTI Consulting acknowledges the economic potential of a vibrant casino sub-brand, it strongly cautioned that Sri Lanka’s nation brand must not be ‘hijacked’ by the gambling industry.

MTI urges Sri Lankan authorities to adopt a curated, integrated approach—positioning gambling as just one among many attractions within a destination richly endowed with natural beauty and cultural heritage. The country’s unique landscapes and biodiversity not only draw global admiration but also sustain the livelihoods of countless citizens, especially those in lower socioeconomic communities beyond the urban centres of the capital.

MTI warns that allowing Sri Lanka’s brand identity to mirror destinations like Macau, Las Vegas, or Monte Carlo could be both sub-optimal and detrimental. Instead, Sri Lanka should take inspiration from holistic brand strategies in places like Singapore (Marina Bay), South Africa (Sun City), Salzburg (Austria), and Christchurch (New Zealand), where casino offerings coexist responsibly within a broader national narrative.

The consultancy also called for socially conscious and responsible regulation to mitigate the adverse effects of the gambling sector. It recommends learning from the regulatory frameworks of countries such as Malta, Denmark, Singapore, and Hungary—nations that have managed to balance economic interests with social safeguards.

MTI Consulting is an internationally networked strategy consultancy having worked on assignments in over 50 countries in the past 28 years.