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Lanka launches ambitious mega campaign to revive tourism and attract global visitors
A two-phase mega campaign starting in early August and the promotion of hot air ballooning over pristine nature are among the key steps being taken by Sri Lanka to woo tourists from India and other nations in a bid to revive tourism in the cash-strapped country.
Describing Sri Lanka a “resilient nation” and a “land of opportunities”, Minister of Tourism and Lands Harin Fernando urged more Indians to travel and explore the “Pearl of the Indian Ocean” as a 365-day destination that offers everything from adventure to beaches and scuba diving to cultural heritage in one capsule.
According to data shared by the Sri Lanka Tourism Promotion Bureau (SLTPB), the country is targeting about 1.55 million foreign tourist arrivals by the end of this year, with a forecast of the figures rising to 2.5 million by 2024 and an aim of 4 million tourists by 2030.
Chalaka Gajabahu, the chairman of SLTPB, said that as the island nations lay the roadmap for recovery and rejuvenation of the tourism sector, “India is, and will for a long time, remain our number one market”.
India is a country with over a billion people and one of the strongest middle-class populations in the world.
Definitely, one of Sri Lanka’s key markets, followed by China, which is a very similar market, he said.
Sri Lanka earlier in July played host to the 67th annual convention of the TAAI (Travel Agents Association of India) with President Ranil Wickremesinghe being the chief guest at its opening ceremony in Colombo.
Wickremesinghe will travel to India on an official visit from July 20-21 to further advance and consolidate the long-standing bilateral relations between the two countries.
Fernando, at a dinner reception held on the second day of the TAAI convention in Colombo, told a gathering of nearly 600 delegates, “India hamare dil ke paas hai” (India is close to our heart).
“India and Sri Lanka, we are connected in more ways than one. Sethusamudram is a good example,” he added.
“We both have shared history and heritage going back to thousands of years. We look alike, have similar food, dance…a long way, we can go together. Thank you for supporting Sri Lanka, it’s your home away from home,” the tourism minister said.
He shared that the last good year for Sri Lanka in terms of tourism was in 2018 when it saw the arrival of 2.3 million foreign tourists. In 2022, international tourist arrival figures stood at 719,978 — a 270.2 per cent increase compared to the 194,495 tourists who visited in 2021, according to the Sri Lanka Tourism Development Authority (SLTDA).
“We have achieved about 600,000 by June 30 this year in terms of the arrival of tourists. Our last year’s figure was about 7,20,000. So, we are almost achieving our target in just six months, and our target is 1.55 million (for 2023), but we are confident that we can reach there, it’s a bit of an ambitious figure,” Gajabahu, the SLTPB chairman, had said in an interaction during the convention.
“The 2018 figure was the highest, 2.3 million, so imagine if we can get to 2 million, it’s a massive recovery,” he added.
In terms of recovery for tourism, it is very clear, without a proper campaign one can’t take the vision forward. So, a little bit that was done earlier, starting with India, then China, then in London, followed by Germany, Middle East, where travel roadshows were done, and “the numbers are coming in”, the SLTPB chairman said.The other key markets for Sri Lanka include France, Australia, Scandinavian nations, Russia, Japan and South Korea.
“We are going to look at these key 9-10 markets, India being number one. There will be a two-month campaign starting in early August or late July, to rejuvenate and revive Sri Lanka (tourism). It will be 100 per cent through PR and social media with a 360-degree approach,” Gajabahu said.
In phase one, the focus will be on informing travellers that Sri Lanka is safe and ready to welcome visitors, a step that will also seek to nullify the “negative publicity”, officials said.
“After 15 years, we are going to come up with our first 360-degree campaign. Not a category-target campaign, but a full force campaign, targeting 12 key markets, India is going to be our biggest market, and our biggest budget will be spent on India, followed by China,” Gajabahu added.
“In September and October, we are going to come up with thematic campaigns, which is about what Sri Lanka is, and what it stands for. A lot of people still think we are just sun and sea. We are an island. We are all in one capsule, minus the snow,” the SLTPB chairman said.
Phase two will involve inspiring global campaigns on three pillars — compact, diversity and authenticity.
Gajabahu cited the example of the ‘Incredible India’ campaign of India’s Ministry of Tourism, which was formed two decades ago, saying, first, the need is to create “a mother brand of Sri Lanka”.
‘Incredible India’, “is a DNA, and not just a tagline”, and what a successful brand it is, he said. “So, that is our task, to ‘create the blueprint, so it won’t change’,” he asserted, adding that governments change, chairman changes, minister changes, but the brand should stay.
“So, wait till August, you will see the campaign come out, and the main campaign in September and October,” an excited Gajabahu said.
Fernando said that as part of the efforts to revive tourism in the cash-strapped nation, a number of new projects were on the anvil.
“In October, we are launching Sri Lanka as a diving destination. There are more than 148 shipwrecks around Sri Lanka. We are starting a skydiving school. We are starting ballooning, we have already four hot air balloons, and we are going to promote it, you can go to Yalla, and have an aerial view of the wild, so there is so much of high-end tourism that can be done,” he said.
In his address, he also added that yacht parks will be starting from places like Galle and Colombo.
He spoke about chartered flights and an ITC hotel coming up soon in Colombo.
Fernando said the Galle Literary Festival is coming up that will take place some days before the Jaipur Literature Festival, and Sri Lanka is expecting to attract those foreigners too who will visit India for the Jaipur Literary Festival.
The debt-ridden nation is facing its worst economic crisis since independence from the British in 1948, due to a shortage of foreign exchange reserves.
The tourism sector is the main source of foreign exchange earnings for cash-strapped Sri Lanka.
However, the onset of the COVID-19 pandemic in 2020 severely crippled the tourism sector and was one of the major reasons for Sri Lanka’s economic travails apart from the 2019 Easter bombings that had already impacted inbound tourism in Sri Lanka.
The island nation is now making comprehensive efforts to recover from the crisis and rebuild the economy, the SLTPB said, asserting that it was “ready to conquer any challenge” and “conquer the crisis”.
Cricket legend and the brand ambassador of Sri Lanka Tourism, Sanath Jayasuriya, in an interview with PTI earlier this month had said that to forge the way ahead in the field of tourism, it will take a good mix of both “pinch-hitting” and “long-haul innings”.
Both Fernando and Gajabahu cited cricket analogy to express their optimism on the road to recovery and said, the Asia Cup matches starting in September will “draw in tourists too”.
“Nine matches of the Asia Cup will be played in Sri Lanka, including two India vs Pak matches. It’s a great opportunity to promote our destinations,” Gajabahu said.
Fernando said that Sri Lanka is promoting tourism but with its own sense of identity.
“We are not Singapore, we are not Bangkok, we are not Malaysia, we are not Vietnam, we are Sri Lanka. We have our own identity, and we like to play hard,” the Sri Lankan tourism minister said.
(PTI)
News
Govt. seeks INTERPOL assistance to bring Basil Rajapaksa back
The Criminal Investigation Department (CID) and Police Headquarters are in the process of seeking INTERPOL assistance to secure the return of former Finance Minister Basil Rajapaksa to Sri Lanka, police sources said yesterday.
A senior police officer said steps were being taken to obtain international assistance to bring Rajapaksa back to the country to face court proceedings relating to two cases in which arrest warrants have been issued against him.
The Colombo Fort Magistrate’s Court last week and the Matara Chief Magistrate’s Court several weeks ago issued warrants for Rajapaksa’s arrest after he failed to appear before court.
Colombo Fort Magistrate Pasan Amarasena recently directed the CID’s Illegal Assets Investigation Division to arrest and produce Rajapaksa before court over allegations of misappropriating Rs. 7.8 million belonging to the Sri Lanka Tourism Promotion Bureau.
According to investigators, funds allocated to the Bureau in 2014 for promotional activities had allegedly been used to distribute 12,000 T-shirts during the Uva Provincial Council election, resulting in a financial loss to the Government.
The Magistrate also released former Tourism Promotion Bureau Managing Director Rumi Jaufer, who had been in remand custody, on two personal bail bonds of Rs. 1 million each and imposed a foreign travel ban on him. Investigators said charges had been filed under the Public Property Act.
Meanwhile, Matara Chief Magistrate Chaturanga Eranga Dissanayake issued a warrant on May 22 for Rajapaksa’s arrest over a case filed by the Police Financial Crimes Investigation Division regarding the purchase of a one-and-a-half-acre land plot at Brown’s Hill, Eliyakanda Road, Matara.
Rajapaksa’s counsel had informed court that the former minister was overseas receiving medical treatment and submitted medical reports in support of the request for his absence. However, the Magistrate, noting his repeated failure to appear before court, ordered the issuance of a warrant.
Rajapaksa is believed to be in the United States, where he has reportedly been receiving medical treatment. His exact location has not been disclosed publicly.
Meanwhile, Minister of Public Security Ananda Wijepala said the same legal measures used to bring back drug traffickers and organised criminals hiding overseas would be applied to former ministers and politicians wanted by courts.
Speaking at a media briefing in Kandy on Thursday, Wijepala said the law would be enforced equally without considering a person’s political status or position.
He said international mechanisms, including INTERPOL notices, would be used against former ministers and politicians abroad who had warrants issued against them.
A police source said the authorities were considering obtaining INTERPOL assistance in the case of Basil Rajapaksa. An INTERPOL Red Notice, if issued, would serve as a request to locate and provisionally arrest a person pending extradition proceedings, while the final decision on surrender would be taken according to the laws of the country where the individual is found.
by Norman Palihawadane and SK Samaranayake
News
Ravi warns against attempts to stir communal tensions over Easter attacks probe
New Democratic Front (NDF) MP Ravi Karunanayake on Thursday warned against attempts by certain sections of society to incite racial and religious tensions under the guise of seeking justice for the victims of the 2019 Easter Sunday terror attacks.
Addressing a press conference in Colombo, Karunanayake called for a genuine and impartial investigation into the attacks, while cautioning that the tragedy should not be exploited to undermine communal harmony or derail ongoing investigations.
“There are attempts by some interested parties to create communal disharmony and sabotage opportunities for a genuine investigation into the Easter Sunday attacks,” he said.
Karunanayake, who identified himself as a member of the Catholic community, said he was deeply saddened by the conduct of certain individuals and groups seeking to exert influence and pressure on the investigative process.
“I am saddened to see the conduct of some of our religious leaders exerting influence and pressure on ongoing investigations,” he said, stressing that any inquiry into the attacks should be guided by the principles of justice and humanity rather than political or sectarian interests.
The MP said there was no justification for promoting racism or religious extremism in the country and urged all communities to work towards preserving the longstanding coexistence among Sinhalese, Tamils, Muslims, Burghers and Malays.
“We must return to a society where all communities live together with mutual respect and affection. Humanity must come before any religious identity, whether one is Catholic, Muslim, Hindu or Buddhist,” he said.
Karunanayake emphasized that the ultimate objective of any investigation should be to uncover the truth and deliver justice to the victims while safeguarding national unity.
“Hatred must be eliminated, not cultivated. Any investigation into the Easter Sunday attacks should be conducted in a manner that preserves the social fabric of the nation,” he said.
He reiterated his support for a credible and transparent investigation into the attacks, adding that justice could only be achieved through an independent process free from undue influence and attempts to inflame communal sentiments.
News
AG undertakes High Court Judge will not be summoned over Yoshitha Rajapaksa case
- Initial report detailed High Court Judge summoned another Judge regarding order.
- Writ application filed by three senior Bar members protecting Rule of Law.
- Dr. Romesh de Silva PC argued Judges cannot be questioned on judicial orders.
- Court issued interim order stopping steps on the summons.
- Attorney General later gave undertaking Judge would not be summoned as witness.
- Petitioners accepted relief; proceedings ended as principle accepted
In a first time occurrence in the history of the country, a High Court Judge, at the request of the Attorney General’s Department, issued summons on another High Court Judge in order to question him regarding the correctness and accuracy of an order made by him.
The matter arose in criminal proceedings instituted against Yoshitha Rajapaksa.
Thereafter, three senior members of the Bar instituted filed a writ application in the Court of Appeal seeking to quash the summons, stating that their objective was to protect the Rule of Law and the independence of the Judiciary. The Petitioners were President’s Counsel Uditha Egalahewa, President’s Counsel Farman Cassim and senior Attorney-at-Law Sugath Caldera.
The case was taken up on June 2 and Dr. Romesh de Silva, PC, appearing for the Petitioners and leading several President’s Counsel, submitted in the Court of Appeal that the application had been filed in the public interest to safeguard the Rule of Law and the independence of the Judiciary.
Counsel drew the attention of Court to the Constitution, which recognizes the independence of the Judiciary as an intangible heritage of the people of Sri Lanka. He submitted that Sri Lanka had consistently recognized and protected judicial independence.
Dr. de Silva expressed appreciation to the three Petitioners for having come forward to protect the Rule of Law and the independence of the Judiciary. He stated that it was the duty of the Bar to protect the judiciary, because Judges by nature of their office cannot defend themselves.
He submitted that a Judge could not be questioned regarding an order made by him in his judicial capacity. Counsel contended that judicial orders are subject to appeal and that, ultimately, orders of the Supreme Court are final and conclusive. He argued that no Judge, whether of a primary court or the Supreme Court, could be questioned regarding the correctness or accuracy of an order delivered in the exercise of judicial functions.
Counsel accepted that a judicial order itself may be subjected to scrutiny and analysis in an appropriate forum. However, he submitted that the Judge who delivered the order could not be questioned concerning its correctness.
Referring to the facts of the present case, Dr. de Silva submitted that the High Court Judge had been summoned to explain the basis upon which he had made the order in question. He maintained that, irrespective of the correctness of the order itself, the sole issue before Court was whether a Judge could be compelled to answer questions regarding an order delivered by him. Counsel submitted that such a course was totally impermissible.
State Counsel, in lengthy submissions, objecting to the interim order and notice informed Court that the intention behind summoning the Judge had been to question the Judge regarding the procedural steps adopted by him and to demonstrate that the order had been made contrary to law.
The Court of Appeal, comprising the President of the Court of Appeal Justice Rohantha Abeysuriya and Justice Priyantha Fernando, thereafter adjourned to consider the matter and subsequently issued an interim order preventing any further steps being taken pursuant to the summons that had been issued.
The interim order was made operative for a period of one week in order to afford the Attorney General an opportunity, if necessary, to make further submissions.
When the matter was next called on June 12, State Counsel informed Court that the Attorney General had reconsidered his position and would give an undertaking to the Court of Appeal that the High Court Judge would not be summoned to give evidence.
Upon a request made by Dr. de Silva and after hearing submissions, the Attorney General further undertook that the Judge’s name would be removed from the list of witnesses filed in the High Court.
The Petitioners took the position that the undertakings furnished by the Attorney General substantially granted the relief sought in the application and accordingly stated that the proceedings could be brought to an end, as the principle contended for by the Petitioners had been accepted.
Dr. de Silva thanked the Attorney General for his reconsidered position.
It is noted that the State Counsel who appeared on behalf of the Judge who had issued the summons had previously appeared as junior counsel for the State before that same Judge when the summons had originally been issued at the request of the State.
Dr. Romesh De Silva PC with
Mr. Ikram Mohommed PC
Mr. Manohara De Silva PC
Mr. Rohan Sahabandu PC
Mr. Sanjeewa Jayawardena PC
Mr. Saliya Peirs PC
Mr. N.R Sivendran AAL
Mr. Niran Anketell AAL
Mr. S.V Niles AAL
Mr.Pasindu Bandara AAL
Mr. Sahan Ginige AAL appeared for the Petitioners. Mr Oswald Perera State Counsel with Sajitha Bandara State Counsel appeared for the Attorney General and the second Respondent Hon Udesh Ranatunga under whose hand the Summons has been issued. Mr Chandaka Jayasundera PC appeared for Hon Sahan Mapa Bandara the third Respondent on 12th June 2026.
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