Business

‘Nation Branding of Sri Lanka on the global stage requires a more collaborative approach’

Published

4 years ago

2022/03/4

by Nuwan Gamage, Vice President of Sri Lanka Institute of Marketingaax

Sri Lanka is currently facing several economic challenges and in order to steer the country out of this difficult situation, it is imperative that Sri Lanka takes bold steps that will make the country ‘future ready’. Among them, Nation Branding is an approach that can pay rich dividends if carried out properly.

Nation Branding is an exercise where a country aims to build, enhance and manage its reputation on the global stage. It presents the country with the opportunity to be better positioned to deal with foreign nations and build stronger relationships which in turn would benefit the nation economically by means of greater investments, more tourism, higher value and demand for its products and services, attract talented, creative workforce and enhance its influence on the world stage.

As a nation, Sri Lanka requires a greater focus on innovation, entrepreneurship, and startups where a culture that can support such initiatives is nurtured. Although these areas are widely spoken of and several initiatives have already been implemented, there is still room for improvement in terms of consistent national policies or platforms that can take them to the next level. The creation of a common platform should also include fostering closer partnerships between Sri Lankan universities, organizations operating across various industries, and research agencies. The ongoing ‘Future Ready Sri Lanka’ which focuses on encouraging entrepreneurship, innovation, skills, and knowledge-based industries and society – all of which are vital components as we embrace this new normal and prepare for economic recovery – is an encouraging sign in terms of a common platform for the betterment of the nation.

Over the years, some developed and developing nations have adopted a collaborative approach to successfully market their countries and increase revenue through multiple streams whether it’s via foreign direct investment, tourism, logistics, manufacturing, or any other industry. Sri Lanka has not been able to follow in their footsteps which has resulted in limited success on this front as a nation. There is no doubt that Sri Lanka is blessed to be centrally located on the world map as a maritime hub with our ports such as Colombo, Hambanthota, and Trincomalee all strategically positioned. Given our strategic maritime location, we are ideally positioned to take advantage of a semi-lockdown assembly operation to transform Sri Lanka into a hub for assembling and re-export. We must encourage global giants to invest in large-scale assembling plants in Sri Lanka where they can utilize our skilled yet cost-effective labour force thereby making the country a hub that can challenge regional players in this space.

Education has always been one of the strong points of Sri Lanka where our literacy rate has been one of the highest in the continent. However, today’s technology-driven world requires more than mere literacy as what is more important these days is digital literacy. Today we learn, live, and work in a world where accessing information and communicating with others is increasingly through digital devices such as laptops, tablets, and smartphones that have access to the Internet, social media platforms, and different types of software. Therefore, increasing digital literacy is of paramount importance to help the country compete against regional rivals. Fortunately, Sri Lanka is witnessing an increase in computer literacy, digital literacy, and Internet penetration with technologies such as 5G also available in the island. Along with this, we also see the mega-development projects such as Port City which will undoubtedly elevate Sri Lanka’s infrastructure and bring the country on par with regional cities such as Singapore and Hong Kong. Together, these attributes will provide the country with the perfect foundation to become a service hotspot and attract global giants to setup operations in the country.

However, to maximise the utilization of our limited funds and resources across all these key areas it is imperative that the relevant organisations in charge of each area collaborate and adopt a Nation Branding approach. This will ensure that as a brand Sri Lanka will have a far greater impact on the global stage which in turn will certainly translate into greater, long-term revenues and a much-needed boost to the country’s struggling economy.

This Nation Branding should take a three-pronged approach – Export Branding, Generic Nation Branding, and Internal Nation Branding. Export Branding will help to create a positive halo effect on products manufactured in Sri Lanka driven by a “Country-of-Origin” effect and resulting in an increased ability to export and greater acknowledgment and acceptance of Sri Lankan products in the global market. Generic Nation Branding will enhance the country’s ability to attract tourists and skilled workers and foreign direct investments. It will provide us the opportunity to reduce incentives for investors, sustain higher prices and also increase cost pressure on competing nations. As a nation, we will be more resilient to current or future global or regional financial meltdowns. Internal Nation Branding is also an important component as it will help us to curb the “brain drain” of losing skilled workers to developed nations while also increasing overall productivity driven by better morale among the workforce of the country.

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Business

India pledges $450 million for cyclone recovery while Sri Lanka’s top financial watchdog seat remains vacant

Published

4 hours ago

2025/12/25

Sahan Weerasooriya

Indian External Affairs Minister Dr. S. Jaishankar wraps up his official visit to Sri Lanka on 23rd December,2025

India extended a powerful hand of friendship on December 23, pledging $450 million to help Sri Lanka rebuild from Cyclone Ditwah. The aid, announced by Indian External Affairs Minister Dr. S. Jaishankar, is a lifeline for critical infrastructure, housing and agriculture.

Yet, even as this commitment was made, a crucial question hung in the air: Who will watch the money?

Sri Lanka has operated without a permanent Auditor General for eight months, an independent observer told The Island Financial Review.

“Since April 2025, the constitutional body meant to be the independent guardian of public spending has been led by temporary appointees. This isn’t just bureaucratic delay; it is a self-inflicted wound on democratic accountability,” he said.

He explained that the Auditor General, mandated by the Constitutional Council, is the linchpin that ensures public funds are used with integrity.

“In a nation still recovering from a devastating economic crisis, the AG’s role is the bedrock of trust. This office audits everything from social safety nets to state-owned enterprise losses and, critically, emergency expenditures,” he noted.

“The delay undermines public trust and robust oversight at a time when these are urgently needed. With no permanent AG, the oversight of billions in cyclone relief funds – including India’s generous package – can be fundamentally weakened.”

India’s decision to provide funds despite this oversight vacuum is a profound act of goodwill, the observer said.

“But the question now shifts squarely to the Sri Lankan government: How will it honour that faith? The $450 million is a mirror held up to Sri Lanka’s governance,” he stated.

He urged the Constitutional Council to act decisively to appoint a competent, independent Auditor General through a transparent process.

“This is the cornerstone of ensuring that disaster recovery builds not just physical infrastructure, but also public trust,” he concluded.

By Sanath Nanayakkare

Business

Robust overseas demand for Sri Lanka’s premier tea

Published

4 hours ago

2025/12/25

Sahan Weerasooriya

Categories such as Instant Tea and Tea Bags have recorded encouraging gains in both volume and foreign exchange earnings

Ceylon Tea exports have demonstrated notable volume growth for the first eleven months of 2025, reaching a cumulative total of 239.57 million kilograms. This figure represents a solid increase of 16.35 million kilograms compared to the corresponding period in 2024, signalling robust overseas demand for Sri Lanka’s premier commodity.

The broader trend, however, reveals a dynamic reshuffling among the nation’s key export markets, painting a picture of both promising diversification and shifting global trade currents.

A striking development is the continued ascendancy of Iraq as the single largest importer of Ceylon Tea. During the January to November period, Iraq purchased 36.77 million kilograms, marking a substantial 21% year-on-year increase and firmly securing its top position. In contrast, the traditional powerhouse market of Russia, while holding second place with 19.94 million kilograms, recorded a 13% decline in volume. Other markets show significant movement; Türkiye follows closely in third place, while Libya has emerged as a high-growth destination, witnessing a remarkable 115% surge in imports to claim fourth position. This evolving landscape underscores a strategic shift, where gains in emerging and regional markets are actively counterbalancing softer demand in some established ones.

Categories such as Instant Tea and Tea Bags have recorded encouraging gains in both volume and foreign exchange earnings, indicating a positive consumer trend towards convenience and value-added products. This gradual move up the value chain is crucial for enhancing the sector’s resilience and profitability.

Business

Sri Lanka to host South Asia’s inaugural Reggae festival in Bentota

Published

4 hours ago

2025/12/25

Sahan Weerasooriya

A tribute to Bob Marley" will be held from 27 to 29 March 2026 on the beaches of Bentota

Sri Lanka is poised to enter the regional cultural spotlight as the host of South Asia’s first-ever reggae music festival. “ONE LOVE 2026 – A Tribute to Bob Marley” will be held from 27 to 29 March 2026 on the beaches of Bentota, marking an unprecedented celebration of global reggae music within the Asia-Pacific region.

The landmark announcement was made at a press conference hosted by the ultra-luxury property, NUWA- City of Dreams in Colombo.

The festival represents a significant cultural and tourism initiative, featuring an unprecedented assembly of international reggae talent for the region. The confirmed lineup includes six globally acclaimed acts: Maxi Priest, The Wailers, Julian Marley & Ky-Mani Marley, Inner Circle and Big Mountain.

Organised by One In A Million Entertainment Ltd.—a Sri Lankan-owned firm with headquarters in Europe and Colombo – in strategic collaboration with Caribbean Entertainment, the event builds upon a proven track record of delivering major international entertainment to Sri Lanka. The festival is anticipated to attract thousands of attendees, including local enthusiasts and visitors from key markets such as India, the Maldives, and Bangladesh, as well as Western tourists seeking a tropical retreat.

Aligning with the commemoration of Bob Marley’s 81st birthday, the event carries profound cultural resonance. It also incorporates a charitable component, with a portion of proceeds dedicated to a children’s orphanage water purification project managed by the Indian Cultural Association in Sri Lanka, and to supporting the charitable activities of the Bob and Rita Marley Foundation in Jamaica.

The festival’s international delegation will be accommodated at NUWA Sri Lanka, the flagship ultra-luxury destination of Melco Resorts & Entertainment in Colombo.

Ticket Information: Daily General Admission: LKR 10,000, Daily VIP Admission: LKR 50,000, Early Bird Three-Day Festival Pass (Limited Offer):, General Admission: LKR 25,000, VIP Access: LKR 125,000 Tickets are available via the PickMe Events platform.