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Marketing Sri Lanka

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By Uditha Devapriya

If Sri Lanka is to think afresh, it must think anew. Nowhere is this truer than its tourism sector. Hindered for so long by so many bottlenecks, the tourism sector has been held back by too many conventional wisdoms. It’s not just that officials are unwilling to step out of their comfort zones, but also that no one has given them a sense of direction on how to step out at all.

We assume that what worked in the past will work in the present, that what enticed tourists then will entice them now. Nothing could be further from the truth. If we are to revive tourism in Sri Lanka, then, we must think and reflect radically on the object of those strategies, the way Sri Lanka is perceived by the world.

This, however, is a tough ask. How one region or country views Sri Lanka will necessarily be different from how another views it. There are different, often competing, visions of the country, not all of which can be reconciled. This has been reflected in the many tourism strategies the government has embarked on over the years.

Paradoxically, Sri Lanka’s uniqueness in this respect resides in its lack of a unique identity: it is many things to many countries, to many people too. Instead of trying to forge a single identity, we should thus emphasise a pluralist identity, one that lends itself easily to the many cultures, climates, and communities that reside in the country. Yet to do this requires a rehaul of existing strategies. We need to strike out our fear of trying something new.

When one thinks of Sri Lanka, one conjures images of sandy beaches, old temples, and mist-clad hills and mountains. Geographically these translate into the southern belt (Galle to Hambantota), the Cultural Triangle (Kandy, Anuradhapura, and Polonnaruwa), and the hill country (beyond Kandy, in Hatton, Bandarawela, and Nuwara Eliya). These are, for the lack of a better way of putting it, what has earned the sector, which happens to be Sri Lanka’s third biggest export industry, its profits.

But there are other regions, lodged in-between these hotspots, which have never been seriously considered until now: one example would be Kurunegala, and by extension the Wayamba Province. The pandemic provided perhaps the best opportunity to consider these regions. Yet that never happened.

To be sure, there is no point marketing these regions as the tourist hotspots of the future if the necessary infrastructure is not in place. Kurunegala and Wayamba, for instance, can be marketed as a central node between the Cultural Triangle and the southern belt. This, however, would require the completion of the Central Expressway, which links to Kandy.

By infrastructure, of course, I do not just mean highways and expressways: I also mean better-quality boutique hotels and rest-houses, access to facilities like faster internet, and greater linkages between hotels and ancillary services like car rentals. These are essential to any viable tourism strategy, yet I wonder whether, in the rush to market Sri Lanka as an exotic getaway, we have neglected such imperatives.

Tourist sectors invariably cater to two markets: the mass and the niche. The southern belt and the hill country are more mass market than is the Cultural Triangle, which appeals to both cultural tourists and general audiences. No country can afford not to strike a balance between these two extremes. Tilting to one side – for instance, by marketing Sri Lanka as a cultural destination – risks depriving it of the tourist inflows it needs.

The challenge here, the way I see it, is how Sri Lanka can promote its past among general audiences without limiting it to a niche crowd. The same old strategies – promoting an exoticized, orientalised image of the country – will no longer do. Tourists are more sophisticated and less cut out for time now. If they want to travel to a place like Anuradhapura or Polonnaruwa, it isn’t just to visit cultural sites, it is also to get an experience, like meditation in a cave.

Experiences are individual and personal. They must thus be catered to individuals and highly personalised. The challenge for the tourism sector is to strike a balance between niche and generic tourist experiences. Yet striking this balance is not the only issue, the sector must also revise the kind of niche experiences it is already marketing. Sri Lanka is often promoted as a hiker’s and backpacker’s paradise. The imagery this conjures – verdant, mist-clad hills, the kades serving aappa and vadai – has been so ingrained within the Sri Lankan psyche that it is impossible to disassociate them from the country.

Yet we must think beyond these median markets. We must look up to higher end markets, and to the kinds of experiences tourists there generally want.

To this end Sri Lanka must look beyond traditional markets, its comfort zones. The latest statistics seem to confirm growing numbers from South-East Asia. South-East Asia shares a great deal in terms of culture and climate with Sri Lanka. There are enough commonalities between these regions to look into ways of expanding opportunities and strengthening ties. Moreover, when other countries seek greater ties with us, we must reciprocate. Türkiye, to give one example, commenced direct flights to Colombo. This enables Sri Lanka to connect with 129 other countries, including in north-eastern Europe.

Türkiye, moreover, sits at the crossroads of Europe, Eurasia, and Central Asia. This is very important. Central Asia, in particular, offers a future for Sri Lanka. Yet has the Tourist Board considered these possibilities? Has it thought of operationalising them?

The Ministry of Foreign Affairs can and should step forward here. Yet without the support of other players – State and private – we cannot deliver nor expect results. Sri Lanka is often touted as blessed, free from many of the natural disasters that fall on other countries. It must turn this into its unique selling point. Accordingly, it must rehaul its strategies on two fronts. Internally, it must promote new experiences for new clienteles. Externally, it must look out for other markets.

In a country boasting of a 2,500-year history, we cannot latch ourselves on to the same strategies, tactics, and visions. Tourism in Sri Lanka, thus, needs an urgent revamping. But will the relevant officials rise to the challenge?

The writer is an international relations analyst, independent researcher, and freelance columnist who can be reached at udakdev1@gmail.com.



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US withdrawal from UNHRC, a boon to political repression and ultra-nationalism

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President Trump in a meeting with President Putin. The New York Times

The US’ reported withdrawal from the UNHRC and some other vital UN agencies could be seen as a fillip to anti-democratic and ultra-nationalistic forces worldwide. Besides, the stark message is being conveyed that the developing regions of the world would from now on suffer further impoverishment and powerlessness.

The UNHRC needs to be more effective and proactive in bringing to book those states that are lagging in upholding and implementing human rights standards. But thus far it has been notable in the main in only ‘naming and shaming’ periodically those countries that stand accused of human rights and associated violations. More states and their rulers who have proved notorious violators of International Law, for instance, need to be brought to justice.

Hopefully, the UNHRC would be more dynamic in carrying out its responsibilities going forward but it needs material, moral and financial sustenance in increasing measure as it goes about trying to implement its brief. By withdrawing its support for the UNHRC at this juncture the US has further weakened the body and thereby provided a stimulant to the forces of repression worldwide.

What ought to be equally disquieting for the ethically-conscious is the withdrawal of US support for the WHO, the UN agency for Palestinian refugees or the UNRWA and the Paris Climate Agreement. With these actions the US under President Donald Trump has forfeited all claims to being the world’s foremost democracy. It could no longer lead from the front, so to speak, in championing human rights and democratic development.

It is no coincidence that almost at the time of these decisions by the US, President Trump is meeting with Israeli Prime Minister Benjamin Netanyahu. At the time of writing what transpired at these talks is not known to the public but it is plain to see that under the ultra-rightist Israeli Prime Minister, there would be no easy closure to the Middle East conflict and the accompanying blood-letting.

This is in view of the fact that the hawkish Trump administration would be hand-in-glove with the Netanyahu regime right along. There would be no political solution in the foreseeable future nor could it be guaranteed by the main stakeholders to the Middle East question that the current ceasefire would continue.

As mentioned in this column before, Israel would need strong security guarantees from the Palestinian camp and its supporters before it sits earnestly at the negotiating table but a policy of repression by the Israeli state would in no way help in resolving the conflict and in ushering even a measure of peace in the region. With the staunch support of the Trump administration the Netanyahu regime could stave off Palestinian resistance for the time being and save face among its supporters but peace in the Middle East would continue to be a lost cause.

The issues in focus would only be further compounded by the US decision to cease support for the rehabilitation and material sustenance of Palestinian refugees. This policy decision would only result in the further alienation and estrangement of Palestinians from the Western world. Consequently, Intifada-type uprisings should only be expected in the future.

As should be obvious, the US decision to pull out of the WHO would further weaken this vital agency of the UN. A drop in material, medical and financial assistance for the WHO would translate into graver hardships for the suffering civilians in the world’s conflict and war zones. The end result could be the alienation of the communities concerned from the wider international community, resulting in escalating law and order and governance issues worldwide. Among other things, the world would be having on its hands aggravating identity politics consequent to civilian publics being radicalized.

Considering the foregoing, the inference is inescapable that the US is heading in the direction of increasing international isolation and a policy of disengaging from multilateral institutions and arrangements geared to worthy causes that could serve world peace. As matters stand, it would not be wrong to conclude that the Trump administration is quite content with the prevailing ‘international disorder’.

One of the most negative consequences of the US decision to pull out of the UNHRC is the encouragement the forces of repression and ultra-nationalism could gain by it. In almost all the states of South Asia, to consider one region that is notable from this viewpoint, the forces of ultra-nationalism and majoritarian chauvinism could be said to be predominant.

Unfortunately, such forces seem to be on the rise once again in even post-Hasina Bangladesh. In Sri Lanka these forces are somewhat dormant at present but they could erupt to the surface, depending on how diligently the present government guards against their rise.

However, the government of Sri Lanka could not be said to be going the extra mile currently to blunt the appeal of ultra-nationalism, whether it is of the Southern kind or of the Northern kind. Crunch time for the Sri Lankan state would come when it has to seriously cooperate with the UNHRC and help bring those accused of war crimes in Sri Lanka to justice. On whether it could cooperate in this exercise would depend the democratic credentials of the present regime.

The cumulative result of the Trump administration weakening the UN and its agencies would be the relentless rise of anti-democratic, fascistic and repressive regimes the world over. Given this backdrop, one could expect the war in the Ukraine and those wasting civil wars in Africa to rage on. In the case of the Ukraine, the possibility of the US and NATO not being of one mind on ways of ending the war there, could render closure of the conflict any time soon impossible.

However, waiting on the US with the expectation that it would be pulling itself together, so to speak, before long and addressing the issue of international law and order would be tantamount to handing over the world to a most uncertain future. It is highly unlikely that the Trump administration would prove equal to the challenge of bringing even a measure of order out of the current global chaos, given the primacy it would be attaching to what it sees as its national interest.

Rather than wait in suspense, democracy oriented sections the world over would do well to come together in a meeting of minds, with the UN playing a catalytic role in it, to figure out how they could pool all the resources at their command to bring about a world order that would be more respectful of International Law in word and spirit.

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‘The Onset: A Short Story’: A philosophical drama attempting to redefine perception and cinema

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A scene from the movie with Hannah Brennen and Matt Heakes

Debut filmmaker, Thevin Gamage, presents a bold challenge to the time-honoured conventions of cinema. Through his daring short film, Thevin invites audiences to reconsider ‘the truth’ of cinematic rules. The 180-degree rule is broken with seamless subtlety, and a fresh perspective is offered on breaking the fourth wall.

This 13+ minute dialogue-driven drama, ‘The Onset: A Short Story’ featuring two actors and created with the collaboration of a debut cinematographer, was shot entirely in his living room—a testament to ingenuity and creative audacity.

The film not only aims to redefine the language of cinema but also thematically contests one of Plato’s most renowned teachings—The Allegory of the Cave. Thevin offers a fresh lens to examine ‘truth’ blending bold cinematic innovation with a philosophical exploration of perception, arrogance, and enlightenment.

At its heart, this story reflects the universal tension between belief and truth, highlighting the cost of breaking free from illusions. His debut is both a defiant act of rebellion and a bold invitation to shape the evolution of future cinema, leaving audiences with as many questions as answers.

Born into a family of artists in Sri Lanka, Thevin, grew up surrounded by a legacy of creativity yet confined by the traditional expectations of society. His parents achieved success as actors and later as entrepreneurs.

For Thevin, questioning the rules was not rebellion for its own sake—it was a search for freedom, truth, and new perspectives. This drive began in childhood, where strict parental expectations collided with his innate creativity. Movies became his escape, a lens through which he experienced life, love, and possibility.

Yet it wasn’t until his late twenties, after years of academic success and professional detours that he finally embraced his calling as a filmmaker. His audacious short film bridges his personal journey with his artistic vision. By breaking the 180-degree rule and redefining the fourth wall, the film demonstrates that cinematic rules can evolve—not as acts of rebellion, but as purposeful explorations of storytelling.

In the spirit of art and its boundless novelty, Thevin Gamage seeks to induct exactly that: originality.

His debut film is a bold exploration of cinematic boundaries and philosophical inquiry, redefining two foundational principles of cinema. This film invites audiences to experience a narrative that subtly bends the historical rules of the 180-degree rule and the fourth wall—often without them even realizing it.

This debut dares you.

It’s a resolute challenge to tradition and a provocative reminder that “rules” are just a few letters that form a word.

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About young filmmaker

Thevin Gamage

Thevin Gamage is a South Asian filmmaker whose journey reflects both a profound reverence for tradition and an unrelenting desire to transcend it.

Born into a family of artists in Sri Lanka, Thevin was shaped by a legacy of creativity and resilience. His grandfather, Sri Lanka’s first film makeup artist, pioneered his craft with remarkable dedication, laying the foundation for a family deeply rooted in the arts. Though Thevin never met him, his grandfather Regie de Silva’strailblazing work ethic and passion for storytelling helped shape the family ethos, inspiring Thevin’s mother and, in turn, Thevin himself. Reggie was the first Sri Lankan makeup artist. He went to India for his studies in makeup artistry and was active during the era when B.A.W. Jayamanne and Rukmani Devi pioneered the Sri Lankan film industry.

Thevin’s mother, Kumudumali De Silva, a celebrated Best Supporting Actress winner two decades ago and recent Lifetime Achievement Award honoree for her contributions to the wedding industry, met his father, Nihal Gamage, while on set. Together, they transitioned from the entertainment industry to entrepreneurial success, founding a wedding photography and bridal dressing business. Their ventures flourished, even leading to the publication of their own wedding magazine, providing a middle-class life of success and recognition.

Despite these creative roots, societal expectations in Sri Lanka compelled Thevin to pursue academics. After excelling at the University of Toronto with a degree in Political Science, Economics, and Psychology, Thevin still yearned for storytelling. In his late twenties, after years of professional detours, he enrolled in film school and committed fully to his craft.

Operating outside the framework of traditional film production companies, Thevin embraced the challenges of independence. From conceptualization to execution, his debut film is a testament to his determination, ingenuity, and unwavering commitment to his vision. His journey as an independent filmmaker exemplifies the power of creative freedom to challenge norms and shape unique perspectives.

Thevin’s work invites audiences to question, reimagine, and ultimately transform their understanding of storytelling. His journey is not just one of artistic pursuit but an act of defiance—an effort to inspire others to embrace the power of the arts and forge paths beyond traditional norms.

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Top three at 40th Mrs World pageant

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Mrs World – South Africa: Tshego Gaelae (L) / First Runner-up – Sri Lanka: Ishadi Amanda (M) / Second Runner-up – Thailand: Ploy Panperm (R)

While South African model Tshego Gaelae becomes the first Black woman to win the Mrs. World title in its 40-year history, we, too, were in the spotlight, at the finals.

Ishadi Amanda took the No. 02 slot, being the first runner-up at the prestigious pageant, held in Las Vegas, USA, from 29-30 January, 2025.

Thailand’s Ploy Panperm was placed third, as the second runner-up.

Sri Lanka’s Ishadi had support from the audience when her name was announced as one of the three finalists.

The Mrs World pageant winner, from South Africa, expressed her thanks on Instagram, saying, “To God be the glory. Thank you so much for the love and support, I am beyond grateful and elated! My beautiful South Africa, the crown is coming home,” she shared with her followers, encapsulating her elation and gratitude.

The Mrs World pageant, established in 1984, stands as the first international beauty contest solely for married women, providing a platform for married contestants to showcase not just their beauty, but also their intellect and community outreach efforts.

Before being picked as the winner, Mrs South Africa was asked: “What is the biggest challenge you have faced and achieved?” And her answer was brilliant:

Rosy Senanayake: Mrs World 1984

“I was so stressed on social media. Social media people should use it to share knowledge and good things. But it’s used to stress people out. But I stood up for myself without that social media pressure. I used the same social media that stressed me out to share good thoughts and hope to get to the victorious place I am today.”

Gaelae’s success is a testament to the ideals celebrated by the pageant, where diversity and empowerment take centre stage.

Gaelae balances her roles as a devoted mother, wife, labour relations manager, and model.

Being the first black woman to clinch the title at the Mrs World pageant has ignited a sense of pride and celebration among South Africans.

The Mrs South Africa Organisation, which played a crucial role in supporting Gaelae’s remarkable journey, also expressed their pride through a statement: “From Soweto to Vegas and now the World, @mrsworldpageant The Crown is Coming Home! Thank you to everyone who supported our queen on her incredible Journey.”

Gaelae returned home to a triumphant celebration fit for a queen.

At the airport to welcome her were her family, friends, church community, the Mrs South African team board and alumni, and the Executive Mayor of Johannesburg.

The crowning of the 40th Mrs World winner

And, guess what? Gaelae is now in touch with me!

Second Runner-up Mrs Thailand Ploy Panperm is quoted as having said: “I believe that modern married women have the potential to excel in multiple roles – as wives, mothers and even as beauty queens – embodying intelligence, talent and beauty.”

For the record, it was our very own Rosy Senanayake who brought Sri Lanka fame at this pageant … being crowned Mrs World at the very first Mrs World pageant, in 1984.

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