Opinion
Quo Vadis Sri Lanka Tourism, Post Covid-19?
By Srilal Miththapala
There seems to be conflicting ideas as to how tourism should be promoted in the short term, in the post Covid -19 arena. A wide range of good initiatives have been proposed from various experts. We must not get carried away by emotion, and resort to ‘crystal ball gazing’, but make our plans, based on evidence and research.
What seems to be overlooked is the need to properly understand the post Covid-19 consumer behaviour, and only focus source markets. Finally, it is the consumer who will decide, whoever he may be.
The bottom line is that the ‘tourism world’ is not going to come back to normal for quite some time. Like everything else in our lives, consumers also will respond in a ‘new normal’ framework. Hence applying our traditional marketing strategies will not necessarily work in this uncertain environment. Many may accuse me of being a pessimist. But I would like to be understood as a pragmatist.
This essay will try to analyse the consumer mind set in the post CoVid-19 scenario, and then try to develop what marketing strategies would work to match these consumer needs.

1.0 Introduction
The coronavirus crisis is having massive impacts on the tourism industry—many of which will reshape the industry’s future landscape. What actions should the stakeholders of this industry be taking today from a marketing and communications perspective? The truth is no one knows for sure. We are all in the dark. However, a business-as-usual approach is almost certainly wrong because there is nothing “usual” about this new life we’re all living and what’s happening to the tourism industry right now.
Just when the crisis seemed to be abating, we are now hit by a new variant of the virus that could have more disastrous impact. However, initial reports indicate that although it could be more infections than the Delta strain, the severity of the illness is probably less severe. It is still uncertain how different countries will respond to this new challenge.
2.0 Tourism Recovery
A recent global survey of UNWTO tourism experts on the recovery of travel shows a slight increase in confidence with 60 percent of consumers saying they expect to see a rebound in international tourism by 2022, versus just 50 percent in an earlier January 2021 survey.
In spite of this slight boost in confidence, nearly half of the respondents said that they did not expect international tourism to return to 2019 levels until 2024 or later. Similarly, 37 percent fewer respondents now believe 2023 could be the full recovery year.
In another study by Deloitte’s for Australia Tourism, there were three different scenarios presented.
Mild (best case) – international arrivals return to 2019 level by 2022.
Harsh (probable) – International tourist arrivals return to 2019 level by 2023.
Severe (worst case) – International arrivals return to 2019 level by 2025.
Boston Consulting Group predicts that travel won’t rebound to 2019 levels until 2023 or 2024. “The tourism business is driven by the great intangible of consumer confidence. Regardless of therapeutics or vaccine availability, second or third waves, or the efficacy of safety protocols, the industry won’t fully recover until travellers and service providers do so psychologically.”
Hence most studies indicate that it will be 2023 by the time tourism recovers to pre Covid-19 levels.
(it must be noted that all such studies were done before the new Omicron outbreak and how that is going to impact consumer sentiment is still to be seen.)
To expect arrival numbers to reach the pre Covid-19 of about 100,000 – 150,000 per month in the next 12 months in Sri Lanka is a pipe dream. (We have just reached 100,000 arrivals for the year, only about 7% of pre Covid-19 days)
Hence, its high time that stakeholders accept that full recovery of tourism is going to be another 12-18 months away.
Tourism professionals should take cognisance of this, and plan for it. They should adjust their strategies, accordingly, to survive and make the best of the situation in the short term. This does not mean that there will be no tourism in 2021. Certainly, there will be, and what will follow in this essay, is to try and understand the consumer mind-set of these travellers, who would venture out in spite of certain uncertainties.
(TTRW: MADRID, 2 December 2021: One out of five destinations continue to have their borders completely closed as new surges of Covid-19 impact the restart of international tourism, while the WHO declaration identifying Omicron as a variant of concern will prompt additional restrictions.
The latest UNWTO research shows that still 98% of all destinations have some travel restrictions in place.)
3.0 Marketing in the short term after Covid-19
It is needless to say that under such circumstances where survival would be the focus, positioning and branding will have to take a back seat. But that does not mean to say that planning should stop. The time could be spent by all stakeholders to properly develop a positioning for the country and to ‘extract out’ what our real USP is. At a recent webinar I heard suggestions for a whole range of ‘unique propositions’ from cultural pageants, wildlife, nature, environment, food, wellness, ‘experience,’ etc. (there is a misnomer in considering ‘experience’ as a category. It is true that most tourists pay great emphasis on experience. But the ‘experience’ should cut across every category, be it wild life, wellness or food).
Obviously, Sri Lanka as a destination cannot be ‘everything for everyone’. Sometimes I think this blessing of a range of natural attractions, is Sri Lanka tourism’s problem. We have too much! Because we are blessed with a plethora of natural beauty and attractions, it’s easy to be carried away, and try to promote everything. It is my humble opinion that even launching the muchtalked- about Global Campaign is not advisable at this time. It is true that we have waited a long time for this. But is the market ready for it at this juncture?
The need of the hour is a short-term push marketing initiative, to ‘push’ the product and service attributes of Sri Lanka that will appeal to the prospective travellers in this uncertain market environment. The ‘pull’ marketing strategy, whereby we reach out to travellers with our brand attributes and unique propositions to create new customers, should follow thereafter, once some form of proper and consistent normalcy has arrived.
So the priority in the short term is the need for a strong communication programme to reach out to the smaller, specific segments of consumers who would consider traveling in next 12-18 months.
The ‘tourism cake’ has shrunk. And everyone (all tourism destinations) are trying to get a share.
So how does Sri Lanka reach out and get a bigger share of this cake?
4.0 The need for evidence-based decision-making.
SL tourism has never given too much prominence to research and evidence-based decision-making. I guess it is no surprise when the leadership of the whole country depends on soothsayers and astrologers and quack–brewed concoctions to rid the CoVid19 virus, while the sane voices of the professionals are given a deaf ear.
But then again tourism is such an interesting subject that everyone from streetside vendors to desk-based government bureaucrats and inexperienced and clueless ministers, are experts on the subject. Even tourism professionals tend to lean on their old experiences and emotions, rather than, on good research. The need for a private -public sector partnered tourism research unit has been talked about ad nauseam. (I myself have presented many proposals for such an initiative over the past years.)
The crying need of the hour (and of course in the long term as well) is to have good reliable feedback about the tourism market. Would it be difficult to interview the few tourists who are coming to Sri Lanka at the airport? Why did they decide to travel? Why did they choose Sri Lanka? Were they satisfied with their stay?, etc.
Such simple questions will give feedack which will be so useful to tweak our offering and to be more focused on our future promotional efforts. The importance should be on the return on every dollar spent on promotion in these difficult times, and not on the value of the promotion.
5.0 Short Term ‘Push’ Marketing –
Segmentation
In trying to develop such a communication plan, (I use the word plan and not strategy since it is short term oriented) the first focus should be on the tourism consumer. One way to segment the traveller would be based on mind-set.
5.1 The Potential
travellers.
The possible consumer segments in the immediate post-Covid-19 era and their general characteristics could be as follows-
‘Devil may care’ traveller
The impetuous, young, adventurous risk takers. Not concerned about pandemic. Possibly with limited financial resources. (The conventional backpackers would also fall into this category but their monetary standing, post- CoVid-19 may be wanting)
‘Tread carefully’‘ traveller
Earns to travel. Will check all pros and cons on social media and other media channels and make careful decisions about travelling. Possibly young/middle aged, well-educated with adequate disposable income.
‘Wait and See’ traveller
Ultra-safety conscious and anxious about travelling. Possibly middle aged or Senior citizens, families with young children. Adequate financial resources.
It is evident that the segment who would travel under current prevailing circumstances would be predominately the ‘Devil-may-care’ Traveller, and to a lesser degree the ‘Tread carefully’ traveller segment. It will be quite a while before the ‘Wait and see’ traveller ventures out, and therefore there is no point in spending resources in engaging that category.
Hence it is not rocket science to conclude that a short term push marketing initiative must be specifically targeted at these two segments.
5.2 The Generic Consumer segments (Generational profiling)
The usually accepted generic consumer demographic segments are-
Silent Generation -Born 1925-1945; Current Ave. age 80’s- Small size
= Hard working
=Conservative
= Healthy, and most educated
= Wealthiest generation
Baby Boomers – Born 1945-1960; Current Ave. age 70’s-Medium size
= Larger families
= Non traditional
= Physically fit
= Wealthy
= Leisure activities
Generation X –Born 1960-1980; Current Ave. age 50’s-Large size
= Enjoy creative input and resourceful
= Embrace technology and social media
= Strong emphasis on family time and work-life balance
= Hard working
= Financially well off
= Comfortable with technology
Generation Y (Millennials)-Born 1980-1990; Current Ave. age 30’s-Large size
= Diverse
= Impatient
= Creative
= Multi-taskers
= Internet and social media part of their lives
= Reasonably wealthy
Generation Z – Born 1990-present; Current Ave. age< 30’s- Medium size
= Self-reliant
= Risk takers
= Can be suspicious of larger corporations
= Not too brand loyal
= Short span of interest
=Fully ‘wired’ almost always
= Reliant on social media platforms
= Very concerned about environment, ethics and social wellbeing of people
Although this categorisation is predominantly relevant to developed countries, with globalisation and the spread of the internet, it is valid for most emerging countries as well.
The types of traveller identified earlier can now be matched with the generation profile characterises to help target the required segment, with an appropriate and relevant commination initiative.
This indicates that the market segments most likely to travel in the short term are
Gen Z (medium size)
Gen Y (large size)
Gen X –to a lesser extent (Large size)
6.0 Short Term ‘Push’ Marketing- The Communication
So how do you reach out to the Generation Z’s and Y’s ?
The answer is to study their inherent characteristics, and respond accordingly to what motivates them.
The platform must necessary be digital.
The medium must be internet based. Social media, blogs, etc. (Brochures, print media and trade fairs will not work. Even Facebook is outdated)
The message should be based around-
= Health and Safety. ( this will be of paramount importance to all segments)
= Short and sweet, to the point
= Authentic and reliable
= Personalised, small scale programs
= Meaningful stories
= More pictures & Videos
= Highlight social and community benefits
= Ethical travel themes
= Travel for a cause
= Environment, outdoor,
= Nature and wildlife
= Off the beaten track
= Wellness and meditation/yoga
Hence once an analytical approach is taken to identify key market segments based on demographics it will be easier to target the desired travellers with a cost effective communications programme.
6.0 Conclusion
In the foregoing I have attempted to show how an analytical approach based on good consumer data, could be, designed and implemented. This is by no means a perfect model, and is presented only as an example. Professional markers will be able to design more comprehensive initiatives. The important fact is that needs to be highlighted is that we must break out of our shackles of being the ‘know-it-all s’ and reach out to good research and information to base our plans on.
Otherwise, Sri Lanka Tourism will continue to blunder around with its’ sawn off double-barrelled shot gun, spraying bullets all over, hitting only a rare target or two’.
Opinion
If Sri Lanka wants ‘real’ stability, only one way to achieve it, in a short time
by Sunil Abhayawardhana
After the economic crisis of 2022, and the IMF programme that followed, some are of the opinion that ‘stability’ was achieved, but followed by ‘not out of danger yet’. Where is the ‘stability’ then?
We know that the cause of the crisis was a lack of foreign exchange. However, the IMF programme focused on the fiscal aspects, not one that enhanced export earnings. So, we are once again in a situation, facing the same problem, with the ‘fiscal discipline’ thrust on us.
Therefore, it is clear that if we seriously want to achieve ‘real’ stability, we need to use our heads much more and get out of the ‘epistemic insularity’ that has been around for so long. (Epistemic insularity is a state where an individual or group becomes isolated from alternative perspectives, data, and frameworks of knowledge. It occurs when individuals, groups or communities construct a protective bubble around their beliefs, making them resistant to outside evidence or challenging viewpoints).
It applies also to guys who have recently got into the bubble and being taught Neo-liberal lessons.
Fixing targets for budget deficits and tax collection is ok if it is in relation to a development drive. If not, it would only increase the misery of a higher cost of living. That development drive is what is missing in Sri Lanka.
A development drive comes after formulating a development plan, which is not an instant production, takes much time and effort. Therefore, Sri Lanka needs right now an accelerated ‘urgent’ project, that would bring ‘real’ stability, in the shortest possible time. Once ‘real’ stability is achieved, the focus should shift towards a greater development plan.
The only way
The only way for Sri Lanka to achieve ‘real’ stability is by enhancing its export earnings by at least $ 20-25B. Most of the projects that are being thought of are not capable of bringing in earnings on the scale required, in the shortest possible time.
Over the years, tea, rubber and coconut was the first base of exports. Then there were many smaller products such as gems and petroleum products that were not developed, tough the potential was there, followed by garments and IT, which were small in scale.
Continuing on the same path, is not going to change the story. A radical change of stance is urgently needed. What is amazing is that it has not yet been realised.
A point to note is that a World Bank report issued a few years ago, highlighting the possibility of enhancing exports by the present exporters by as much as $10B, if provided with some assistance, was not even considered. However, this should be an ongoing programme, but conditions of the IMF programme may not be able to give the required support to these industries.
Historically, since Independence, the path chosen has not been able to bring the desired results. Should we then, not change our thinking, to be able to bring about the urgently required outcomes?
Widespread development is going to take time with the existing conditions. The governments programmes would at best, bring in an additional $5B by 2030 at best. Therefore, targeting one specific sector and industry, with total focus for about a year or two, has a better chance of success.
Even if total investment is around 10% of GDP and half of it is diverted to a single project capable of increasing export revenue by 100%, that bold decision should be taken. The shortfall in public investment for a short time should be tolerated.
Sri Lanka has never embarked on such a programme and is the only way it could achieve ‘real’ stability.
Therefore, after much research, the only single project, capable of enhancing export figures by as much as $20 -25B was identified as mentioned below.
Oil refinery in Trincomalee
This is a project that should have been started at the time of Independence in 1948, when the funds were available from the Sterling Balances Agreement. However, it did not materialise and the country paid a heavy price.
Now, to be able to generate $20-25B, a refinery with at least a 400,000 b/d refinery is urgently required to be set up in Trincomalee. India is planning to set up eight new refineries in the coming years. The world’s largest refinery is located in Jamnagar, India, with a capacity of around 1.6 million b/d, owned by Reliance Industries.
The funding of such a project has many options, Multi-lateral sources, Joint Ventures and many more. (However, for a country that could release $2-3B for vehicle imports, should be able to work that out).
An idea of the cost could be determined by the Chinese cost for a 200,000 b/d refinery, which works out to around $3.7B. Sourcing equipment from China is considerably lower, compared with other western sources.
Sourcing the correct equipment, from suppliers at a price that the project can afford becomes critical. Equipment from the west is highly inflated, while Chinese equipment is now available at a much lower price.
The shortest time a refinery has been established is one year, in South Korea, and Singapore’s first refinery, a little over a year. There are many hurdles that have to be got over and a government has the ability to do so, if it is really determined. Most of it is paperwork and environment issues, with site selection.
The Ceylon Petroleum Corporation has been in existence and operating the 50,000 b/d refinery from the late 1960s and should be able to handle such a project, if not outside help would have to be deployed.
Most governments do not see the long- term benefits of such a project, due to the normal long- time frame to commence such a project. However, this is where ‘urgency’ has to be understood. As the CPC is the only institution involved, apart from the state bureaucracy, there is no reason for delay. If there is a strong will, there would always be a way of getting it off the ground, in the shortest possible time.
The discussions already commenced regarding the UAE, India, SL project, could be beneficial. A joint venture with India, is a strong possibility. The pipeline distribution would reduce delivery costs. However, total dependence on the Indian market would not be a good strategic or business decision.
The second refinery
China offered to establish a 200,000 b/d refinery in Hambantota, three years ago. Obviously, the government is under tremendous external pressure on this. This is where diplomacy at its best is required.
Sri Lanka had this ability in the 1960s and early 70s and later in the 1990s and early 2000s. This ability does not seem to be around at present, but needs to be revived.
I remember in the early 1970s during the Bangladesh war, Pakistan requested permission to fly via Colombo to East Pakistan. No one expected Sri Lanka to grant permission. But it was granted, keeping the relationship with India intact.
The proportion to be released to the local market and tax concession, should be worked out with the best interests of the country in mind. Even though the original percentage to be released to the local market was 20%, a further 20% would reduce the export earnings, but would save importing that amount, as SL imports around 100.000 b/d of refined petroleum.
Tax concessions face obstacles with the IMF programme, which could be solved via negotiations, that convince the IMF of the greater benefits to the country, but requires skill, as mentioned earlier.
A project of this nature, which brings immediate results, has never been seen in SL and lacks the confidence needed, but has to be built up to take bold decisions. It would face many obstacles, but as mentioned earlier, if there is a will, it could be done.
The Hambantota refinery could easily add another $10-15B to the aggregate earnings from petroleum exports, which would total around $ 35-40B in total.
Would that not bring ‘real stability’ to the economy?
No other project or projects could bring in the foreign exchange on the scale that these two could. In fact, expanding the refinery capacity in Trincomalee and Hambantota, could be considered later.
Other possibilities
While aiming for ‘real’ stability, it should not be forgotten to bring ‘real’ stability to the farming community in the country.
The mistakes of the past in relation to agriculture development needs to be corrected by the farmer being the ultimate beneficiary from agriculture development. It is ridiculous in an under developed economy like Sri Lanka, where the farmer toils so hard, while the big millers get the ultimate benefit.
Therefore, the thinking should change, where the farmer sells rice, with milling by farmer coops and linking the farmer to the rice market.
Once stability has been achieved and a sizeable reserve built up via earning as against borrowings, Sri Lanka should set its sights on development and not stop at stability. Listed below are a few projects that could be initiated.
* An iron and Steel mill for export in Trincomalee- which could bring in around $10-15B.
* Develop Colombo as The Gem and Jewelry center of the World $ 5-10B.
* R+D into graphene if could be used for semiconductors
* Aircraft repair and maintenance facilities to service the huge fleet in India
* Local IT companies registered in SL, operating out of Jaffna
* R+D to be incentivised in various fields
Opinion
Navigating Sri Lanka’s Israeli Dilemma
Sovereignty, Tourism, and the Law:
by Sasanka Perera
(The writer is on X as @sasmester)
On 28 October 2024, I wrote in this column an essay, titled ‘Israelis in Sri Lanka and the Advent of a ‘Neo’ Colonialism.’ My concern then was the disruption long-term Israeli tourists, often over-staying tourist visas, were causing particularly in the Eastern Province. Government intervention was mostly visible through relative inaction. Over the past year, Sri Lanka’s pristine coastal enclaves, from Hikkaduwa and Weligama in the west to Arugam Bay in the East, have found themselves at the centre of a complex and needless geopolitically-inflected controversy. As I explained in my earlier essay, too, the rapid growth of Israeli tourism has brought to light serious concerns regarding regulatory oversight, economic fairness, and national sovereignty. The latest controversy erupted in August 2026, in Hiriketiya, near Dickwella, in the country’s south. Unlike in the east, where the protesters were mostly from Muslim communities, in Hiriketiya, the protests were led by Buddhists, including monks.
At the centre of latest public debate is the establishment of a ‘Chabad House’, essentially a Jewish community and religious centre, catering to Israeli travellers. One of the primary demands the protesters made, was to investigate if this religious entity was established legally and if the activities of Israeli residents, including running businesses, were legal. In the context of the earlier controversy, Prime Minister Harini Amarasuriya is on record for clarifying in Parliament on 8 January, 2025, that neither the Ministry of Buddhasasana, Religious and Cultural Affairs nor any other government institution had granted official permission for the establishment of Israeli religious sites. In other words, what existed was illegal.
Chabad Houses as private business entities
Representatives of the local Chabad Houses, of which there are about six at present, claim they operate as registered private business entities. However, operating public religious and communal hubs on standard tourist or corporate permits violates local town planning and immigration guidelines. Besides, despite the claim, it is very unclear even if standard business licenses were issued in the first place. If religious entities were run under temporary business licenses, then, that itself is a clear violation of Sri Lankan law showing scant disregard to both the legal system in the country and its socio-political sensitivities.
This setup stands in stark contrast to how Sri Lanka’s own religious presence is managed in Israel. In Tel Aviv, a Sri Lankan Buddhist temple was established in 2013 to serve thousands of Sri Lankan migrant workers. The effort was facilitated by the Sri Lankan Embassy in the Israeli capital. To respect local Israeli laws and urban regulations, that temple operates discreetly inside a private apartment complex rather than as a prominent, independent public centre with an overt public religious personality as is usually the case with Buddhist temples globally. The Chief Incumbent of the temple, at the time it opened in 2013, Ven. Karavilakotuwe Dhammathilaka, is on record for stating very clearly that in keeping with the religious sensitivities in Israel, the inaugural ceremony itself was also held on a low scale without much publicity. This makes sense given the fact that Israel is one of the most religiously intolerant societies in the world as its track record amply demonstrates. This is more so in the last few years. What is important in the context of the opening of the Buddhist temple in Tel Aviv is, no laws were violated, the temple was meant for long term-residents, and respected local laws and sensitivities. It was also an effort formally facilitated by the Sri Lankan Embassy.
The comparison raises a fundamental question of parity: why should foreign nationals in Sri Lanka, including Israelis, establish public religious and cultural centres without municipal or government authorisation, while Sri Lankans abroad strictly abide by local constraints, as the nondescript Sri Lankan Buddhist temple in Tel Aviv clearly demonstrates?
The debate and anxieties around the Israeli presence in Sri Lanka occurs alongside another pressing concern. That is, the relatively precarious position of thousands of Sri Lankan workers in Israel who are mostly in the construction, agriculture and caregiving sectors. Recently, thousands of Sri Lankan migrant workers faced deportation from Israel due to job category violations, after switching from agriculture or caregiving to unauthorised sectors. The Sri Lankan Foreign Ministry reportedly actively intervened with Israeli authorities to negotiate regularisations and protect these workers. In my view, Illegality is illegality everywhere. If Sri Lankans violated Israeli law, that country had every right to deport them, and we should not have intervened. But I do understand the government’s position, too, as it relates to employment of citizens. Then, there should be a system where such regularisations are managed via the facilitation of the Sri Lankan Embassy, and if citizens do not make use of such a facility, they should clearly face the consequences of Israeli law.
Troubling double standard
Whichever way one looks at it, this highlights a very troubling double standard. That is, while Sri Lankan workers and the government have to cautiously navigate strict Israeli labour and visa laws, Israeli visitors in Sri Lanka frequently evade local visa laws without consequence. This mostly occurs as a result of the institutionalised spinelessness of our law enforcement when it comes to foreigners, and particularly seemingly ‘white’ foreigners. But surely, over 78 years after Independence, spineless meekness on our part must have clear limits. There needs to be clear reciprocity. Besides, Israelis are not here to work as the Sri Lankans in Israel are. They are supposed to be tourists. They should neither work nor establish religious edifices as they feel fit violating our laws and sensitivities as a matter of routine. This is why the ongoing Israeli activities reek of settler-colonialism.
Also, it is not only a matter of Israeli intransigence and official and public Sri Lankan apathy. The latter becomes possible when locals, who rent buildings to visa facilitate in running illegal Israeli businesses depriving their own citizens of legitimate incomes, are not even prosecuted by local law enforcement and judicial systems. As often is the case, foreign arrogance is built upon local meekness and lack of even the most basic sense of national pride. Of course, this does not apply to anyone, including Israelis who are operating a business in Sri Lanka legally, based on legitimate licenses issued by the government.
The proliferation of unlicensed, foreign-run businesses poses severe economic challenges to Sri Lanka’s local tourism industry. Many Israeli visitors enter this country on standard tourist visas but illegally set up guesthouses, surf camps, and cafes. Often operating exclusively in Hebrew, these businesses transact via informal channels or foreign accounts. When foreign visitors, including Israelis, run unregistered businesses, there are numerous local fallouts. For one thing, Sri Lanka loses substantial corporate, local government, and value-added tax revenues. Secondly, these activities severely undercut local livelihoods. Local vendors, tour guides, and small hoteliers are excluded by closed-loop and illegal Israeli operators. One of the common complaints where illegal Chabad Houses have been established is that they provide accommodation and meals to Israeli tourists, seriously disadvantaging local tourism-related businesses.
Adverse economic impact
Much of the income earned from these closed illegal operations, hardly comes to Sri Lanka in any way except for payment for supplies and rentals. Finally, since properties lease informally at inflated long-term rates to these operators, it drives up costs for Sri Lankan entrepreneurs and small business owners. But all this has become possible and so entrenched because of the established track record of relative inactivity of the Sri Lankan government in general as well as local governments and law enforcement in particular.
This brings to my mind the Israeli feature film, Arugam Bay. Directed by Marco Carmel and shot on location in Sri Lanka, including Ella and Arugam Bay. The film follows former Israeli soldiers using Sri Lanka’s coastal towns to process military combat trauma. The production received formal clearances for filming from the Sri Lanka Tourism Promotion Bureau in so far as publicly available information indicates. However, its narrative — framing Sri Lankan beach towns as retreats for Israeli military veterans — with blood in their hands and massive human rights violations to their credit, reaffirms local concerns about the island being used as a backdrop for Israeli human rights violations against Palestinians without sufficient regard for local perspectives.
It is precisely this kind of narrative, through word of mouth as well as social media, that creates an image of Sri Lanka as meek and trouble-free destination for Israelis intent on illegal activities. Do the Sri Lankan government or Sri Lankans want such a label attached to the country? I certainly don’t. It is quite shocking that the Sri Lanka Tourism Promotion Bureau gave permission for a such film to be shot locally. It shows both the Authority’s sorry view of what tourism is and scant disregard for ethical tourism.
Pushback mischaracterised as anti-Jewish sentiment
Public pushback against these illegal activities has sometimes been described by local as well as Israel supporters as anti-Jewish sentiment. But this completely mischaracterises the issue. Global condemnation of Israel’s military actions in Gaza and beyond and massive rights violations of entire Palestinian communities is rooted in international humanitarian law — not antisemitism. Differentiating between opposition towards violating state policies and hostility toward Jewish people is critical. Sri Lankans standing against Israeli military aggression or localised law-breaking are asserting human rights and national law as well as decent and legal behaviour by foreigners in our own country. This is not engaging in discrimination. That is, Israelis must be treated here as our people are treated in Israel. By law and by the book.
Sri Lanka must remain a welcoming host to international tourists. However, hospitality must not replace accountability. The government must strictly enforce visa restrictions, shut down unauthorised commercial and communal spaces, and protect local businesses. By upholding the rule of law uniformly, Sri Lanka can safeguard its economy, preserve its national sovereignty, and maintain harmony along its shores.
Opinion
Whatever on earth happened to meritocracy, pragmatism, and honesty in Sri Lanka?
By A Concerned Aficionado
In 1959, just over a decade after Ceylon, as Sri Lanka was then known, gained Independence, a tiny, resource-barren island in many ways, named Singapore, elected a man called Lee Kuan Yew as their Prime Minister. Before that, having been ejected from the Malaysian Federation into forced independence, the founding fathers of independent Singapore looked across the Indian Ocean with envious eyes. The subject of their admiration was Ceylon: “The Pearl of the Indian Ocean.” Here was a nation in a pearl blessed with fertile land, a highly literate population, a functioning model of the civil service, robust infrastructure, and standard English education. Lee Kuan Yew openly declared that his ambition was for Singapore to emulate Ceylon.
Decades later, the tragedy that developed out of this historical juxtaposition is staggering. Singapore now sits comfortably in the first world, boasting a GDP per capita exceeding US Dollars 80,000, world-class institutions, and zero tolerance for corruption. Sri Lanka, meanwhile, lies in the ashes of sovereign default, a begging bowl in hand, passing from one economic crisis to the next, crippled by debt as well as rampant corruption and governed by political short-sightedness.
What went wrong? The answer can be found in a simple three-letter acronym popularised by Singaporean diplomat and academic, Professor Kishore Mahbubani, MPH: the acronym for Meritocracy, Pragmatism, and Honesty: the proven mantra of that country.
Mahbubani famously argued that any nation, regardless of size or origin, can achieve extraordinary success if it rigorously applies these three foundational doctrines. If Singapore stands as the global poster child for the triumph of the MPH model, Sri Lanka stands as its renowned antithesis; a tragic case study of what happens when a country systematically dismantles every single one of those three sacred creeds of good governance.
Meritocracy Dismantled: The Triumph of Nepotism and Tribalism in the Pearl
Meritocracy, in Mahbubani’s framework, demands that a nation relentlessly selects its best and brightest to lead its institutions, regardless of ethnicity, family lineage, or political affiliation. In Singapore, early leaders like S. Rajaratnam, a Sri Lankan Tamil, were elevated to the highest positions strictly on ability.
In Sri Lanka, we did the exact opposite. Almost immediately after independence, our political class realised that exploiting communal divisions was far more lucrative than building a meritocratic state. The Official Language Act of 1956 was the first lethal blow, substituting raw linguistic nationalism for competence. This was followed by media-wise standardisation policies in higher education, which effectively told our youth that their brainpower mattered less than their geographic or ethnic identity. In short, this was the political misdemeanour that destroyed the Sri Lankan nation.
The institutional decay spread rapidly into our civil service, which was once the envy of Asia. The Independent State Services Commission was systematically gutted and replaced by political patronage. State corporations, statutory boards, and diplomatic missions became dumping grounds for politicians’ children, loyalist party hacks, henchmen and henchwomen and despicable sycophants.
Instead of putting domain experts at the helm of economic, medical, and technical bodies, our rulers appointed cronies whose primary qualification was their willingness to bow and kneel before their political masters. The resulting brain drain has been catastrophic. For generations, Sri Lanka’s greatest export has not been tea or garments, but its finest minds, driven out by a system that rewards loyalty to a party over loyalty to intellectual competence.
Pragmatism abolished: Ideological Dogma and Economic Madness in the Pearl
Pragmatism means deserting ideological blinders and adopting policies simply because they work. As Singapore’s Dr Goh Keng Swee put it to Mahbubani: “No matter what problem Singapore encounters, somebody, somewhere has solved it. Let us copy the solution and adapt it.”
Sri Lanka, by contrast, has been a graveyard of economic dogmatism and harebrained experiments. Rather than copying proven global best practices, our policy decisions have consistently been driven by shortsighted populism, ideological posturing, and economic illiteracy.
Consider our economic history: alternating decades of closed-economy import substitution that strangled private enterprise, followed by unbridled, corrupt market deregulation without supervisory safeguards.
Perhaps the ultimate symbol of our anti-pragmatic hubris was the infamous overnight ban on chemical fertilisers in 2021. Ignoring every agricultural scientist and expert in the country, the government imposed a purely ideological and immediate “100% organic” policy by a Presidential Decree. The result was immediate and devastating: agricultural yields collapsed, food security evaporated, and tea production; our main foreign exchange earner, suffered disastrous damage. It was economic suicide masquerading as some kind of a vision of splendour.
Pragmatism requires looking at numbers, listening to experts, and adjusting and changing course when a policy fails. In Sri Lanka, political leaders routinely ignore basic arithmetic and even common sense to preserve their political narratives. They cut taxes when the treasury is empty, print trillions of rupees while inflation soars, and hold off on seeking IMF restructuring until the country literally runs out of foreign currency for fuel, medicines, and food.
Honesty is dead: The Culture of Systemic Corruption, the Misery of the Pearl
The third component, Honesty, is perhaps where Sri Lanka has fallen down the furthest. Professor Mahbubani notes that corruption is the single biggest reason why third-world countries fail. Singapore combated this by establishing near-zero tolerance for corruption, enforcing the strict rule of law, and ensuring that no public official, no matter how powerful, was above accountability.
In Sri Lanka, dishonesty is not merely an occasional scandal; it has become the fundamental operating system of the state. Corruption in Sri Lanka is institutionalised from the bottom to the absolute top. White-elephant infrastructure projects were financed through high-interest commercial loans: not because they offered viable economic returns, but because they offered massive kickbacks and inflated procurement contracts. Commissions were pocketed on everything from highways and airports to coal shipments, vaccines, and even basic food commodities.
Worse still, a culture of complete impunity took root. Commissions of inquiry were appointed not to uncover the truth, but to whitewash theft and buy political time. Files mysteriously vanished, prosecutors were pressured, and political deals were struck to protect corrupt figures across all political divides. The public watched in desperation as billions were drained from the national coffers, leaving the country bankrupt while the perpetrators enjoyed immunity, private jaunts, and even clandestine offshore accounts.
The Current Dispensation: Have They Got Their Wires Completely Crossed
If the public expected a sharp break from this pattern with political shifts in recent years, the disillusionment is totally complete. However, amidst a rhetoric towards a milk and honey nation, the aftermath has been everlasting desolation, as the stark reality has proven bitterly disappointing. The current political leadership appears to have got its wires completely crossed.
Instead of a sharp return to the MPH principles, what we witness is a baffling mix of improvised policies, misplaced priorities, and political double-speak. On the one hand, the government attempts to eloquently speak the language of reform and fiscal discipline to satisfy the gullible citizens and even the international lenders. On the other hand, it continues to rely on the same tired playbooks of executive heavy-handedness, administrative opacity, and political backroom deals.
Where is the true Meritocracy in the current administration? Key appointments in crucial public sectors are still dominated by political trade-offs and ideological echo chamber minions rather than competent people with independent, proven track records. Technical expertise is treated as a secondary consideration, way behind political compliance. The intense tragedy is the folly of ignoring and suppressing capable and efficient people and bringing in the henchmen and henchwomen.
Where is the Pragmatism? Rather than instituting big structural changes, modernising our public sector, and stripping away red tape to attract genuine foreign direct investment, the government remains addicted to piecemeal band-aid and bureaucratic control. Instead of fixing fundamental market distortions, it attempts to micro-manage the economy through top-down mandates, price controls, and extremely heavy taxation that burdens the middle class while leaving structural inefficiency untouched.
Where is the Honesty? Transparency remains a distant unattainable dream. Crucial state contracts, energy deals, and restructuring terms are still negotiated behind opaque doors. There is a glaring absence of genuine accountability for those whose past financial crimes pushed the nation into default. The rhetoric of “anti-corruption” is deployed aggressively against political adversaries, yet remains conveniently muted when it touches allies or organisational dishonesty within state institutions.
Instead of showing the public a clean, transparent roadmap for national recovery, the current regime seems intent on managing optics, suppressing dissent, and maintaining political survival at all costs.
The Path Forward: Can the Pearl be Restored?
Sri Lanka’s journey from being the envy of Asia in 1948 to a terribly bankrupt state in the 2020s is not a result of bad luck or external conspiracies. It is the direct consequence of our miserable choices. We chose tribalism over Meritocracy. We chose ideological populism over Pragmatism. We chose systemic corruption over sanctified honesty.
The Singapore story proves that natural resources, land size, and historical advantages do not determine a nation’s destiny. It has very clearly demonstrated that it is only the realism of proper governance that leads to prosperity. Singapore had no oil, no timber, no agriculture, and not even its own fresh water. What it had was a leadership obsessed with execution, integrity, and competence.
If Sri Lanka is ever to rise from the ashes of its self-inflicted ruin, it must abandon the political illusions that brought it to its knees. No amount of foreign loans, IMF bailouts, or geopolitical manoeuvring will save us if we do not transform the way we govern ourselves.
The formula is already written. It does not need to be reinvented. It has only to be implemented with untold dedication.
· Enforce absolute Meritocracy: Strip politicians of their power to appoint cronies to state bodies. Establish an independent, politically insulated mechanism for public sector leadership based entirely on competitive, verifiable competence.
· Embrace Pragmatism:
Kill economic dogma. Listen to experts, even when their opinions are unpleasant, copy proven global models, digitise state processes, and evaluate every public policy solely on one metric: would it or does it deliver measurable results for the people of our nation?
· Institutionalise Honesty:
Enforce an absolute, unyielding rule of law with zero tolerance for deceit and fraud. Empower independent anti-corruption agencies with real teeth, strip away immunity for financial crimes, and make asset declarations mandatory and publicly accessible for every elected official.
The time for empty political slogans, hereditary politics, and ideological arrogance should be over and, in fact, should be wiped out forever. Sri Lanka has run out of the flight runway. Until we, as a nation and the citizenry of a united nation, demand a radical pivot toward Meritocracy, Pragmatism, and Honesty, the “Pearl of the Indian Ocean” will remain nothing more than a tragic reminder of what it could have been.
It is never too late. All it needs is a supremely committed political and national obligation to the glorious vision of a prosperous future for the entire nation. However, we are forced to lament whether any of our current lot of so-called statesmen, or, for that matter, stateswomen, of any hue and rhetorically imbibed, are up to that committed task of getting the pearl back into its long-lost pristine glory.
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