Nation Branding boost for tourism unlikely amid procedural delays

• Previously slated for launch mid-next week is now put off indefinitely 
• Tourism Deputy Minister Prof. Ruwan Ranasinghe says delay stems from unresolved regulatory and procurement issues and pending approvals from Procurement Committee
• Agreements signed with global marketing agencies in 2024 remain underutilised; committee decision expected by Monday
• Notes if current agreements are rejected, a new expert committee will be appointed and an interim campaign may be launched within a month
• SLTPB Chairman Buddhika Hewawasam opines foundational work completed includes brand logo, guidelines and strategic plans, but implementation is stalled

Tourism Deputy Minister Prof. Ruwan Ranasinghe

SLTPB Chairman Buddhika Hewawasam

By Charumini de Silva

Sri Lanka’s much-awaited ‘Nation Branding’ campaign, billed for grand unveiling mid-next week is now in danger of branding itself as yet another ‘missed deadline’.

Tourism Deputy Minister Prof. Ruwan Ranasinghe yesterday said that unresolved regulatory and procedural hurdles may derail the Nation Branding launch, just two weeks after the Sri Lanka Tourism Promotion Bureau (SLTPB) boldly announced the date, despite not quite having the details ironed out. 

“The unveiling on 26 June is now unlikely to proceed as planned due to unresolved regulatory and procedural hurdles,” Deputy Minister Prof. Ranasinghe told journalists. 

On 6 June, SLTPB sent out invitations to the media notifying the official launch of its ‘Nation Branding Campaign’ on 26 June, nearly three weeks ahead, describing the upcoming event as an “extraordinary” gathering, promising to bring together top State officials, key private sector players, tourism experts and guests on a single platform (https://www.ft.lk/top-story/Sri-Lanka-Tourism-to-unveil-long-awaited-Nation-Branding-Campaign-on-26-June/26-777452).

Prof. Ranasinghe said the agreements signed with global marketing agents under the previous regime in 2024 remain largely underutilised and the decision-making by the relevant Procurement Committee was still pending. 

“The procurement committee is the authorised body to review the agreements and only if they approve can we move. We learned that the committee met yesterday and by Monday we would know if we can go ahead or not. If the committee recommends to call for new tenders, the launch will not happen on 26 June as previously announced,” he explained. 

The Deputy Minister also noted that in the event they are unable to move ahead with the current agreements, a separate expert committee will be appointed to oversee the Nation Branding effort. 

“Considering the expert committee recommendations, within a month, we hope to roll out an interim campaign,” he told the Daily FT. 

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam explained the critical importance of aligning the branding campaign with a cohesive international strategy that supports long-term sustainability and effective market positioning.

When asked about the haste to unveil the Nation Branding on Thursday, Hewawasam said significant groundwork had been laid, including the creation of a brand logo, developing of brand guidelines and formulation of strategic plans and implementation had stalled.

“We can unveil anytime, but it will not have the expected outcome,” he added. 

The Deputy Minister cautioned against hasty announcements and premature launches that could compromise credibility and continuity.

He reiterated that launching a Nation Branding without resolving foundational issues would risk undermining the long-term objectives of the initiative. “It’s about getting it right, not just getting it done,” he added. 

Prof. Ranasinghe said the promotional efforts are ongoing. “We were in Busan, South Korea last week for a campaign and in the upcoming week there are events in Australia and New Zealand,” he added.

He opined that Sri Lanka Tourism must do away with the largely ad-doc and lack the strategic cohesion necessary to build a lasting national branding. 

Comparing Sri Lanka’s fragmented efforts to India’s long-running and structured tourism campaigns since 1999, Prof. Ranasinghe underscored the urgent need for consistency and direction. 

Despite the current delays, the Deputy Minister and SLTPB Chairman expressed cautious optimism that the necessary approvals and procedural clearances could be secured within the next three months. 

Industry stakeholders said announcing first and planning later appears to be a new hallmark of the Government’s tourism strategy. 

– Pix by Sameera Wijesinghe