Features
‘Sri Lanka tourism can reach greater heights with strategic destination marketing’
In an interview with the Sunday Island, Director Marketing and Development, Jetwing Hotels, Hashan Cooray calls for a global marketing and branding strategy with teeth, if we are to attract more tourists with spending power. Following are the excerpts:
BY RANDIMA ATTYGALLE
Q: Looking back at the past few turbulent years, how would you recap the Sri Lankan tourism experience? How well do you think we have bounced back?
A:Our pickup really started around the middle of last year where ‘the end of summer travel’ was quite strong. Our key months – December to March, were quite satisfactory. Most of the hotels and destinations around the country thankfully did very well. Some of our hotels did better than even before the Easter Sunday attacks. After so many years, we saw a strong financial year which gave us confidence again. Therefore, we started reinvesting a lot of money back into the properties.
While we have always been cautiously optimistic, we never gave up on the destination or our operations. But having seen positive results again gave us a lot of satisfaction and a lot of confidence. So, considering everything that we went through, 2023 was exceptionally good in many ways and it gives us a good base for the current year assuming we do not have any hiccups along the way. I would say we have bounced back to pre-pandemic levels, maybe not as high as 2018, which was the best year ever, but we are almost there and there’s potential for 2024 to be our best year yet.
Tourism is an industry which benefits multiple stakeholders; be it a freelance tour guide or a small-shop owner. There are also so many people who benefit apart from those engaged in the formal sector. Thus, this growth is essential for every player in the industry.
Q: What is the damage skilled migration has caused the tourism sector and overall what measures have been taken by the industry to mitigate this?
A: We don’t see the same exodus that we saw two years ago, where almost everybody who rot the opportunity was moving away. Today we actually have some people coming back after moving in the last couple of years. This clearly proves that the grass is not necessarily greener on the other side, and they once again see the potential in Sri Lanka and its tourism industry. With a sizable number leaving the country, we had some service challenges. Now, thankfully, we do not have serious issues as a company although we still would like to see more youngsters staying longer in the kitchen department.
It takes about two to three years of training for a young cook to become a good chef, whereas in departments like housekeeping or F&B service, within about three to six months we can groom an 18 or a 19-year-old and they will do a good job. This is not so in the kitchen. It would be great to see more talented Lankans returning home to contribute to the country. We also continue to hold extensive training programs around the country and bring more people into the industry.
Q: What should be our road map in terms of branding the country and enhancing the quality and professionalism in the hospitality sector?
A: In terms of destination branding and marketing, there is still a lot of work to be done. The state has focused a lot on international trade fairs, but this is not sufficient. There are still considerable funds available to be used for advertising and marketing the destination because all those in the formal sector contribute one percent of our revenue as tourism development levy, which is primarily given for international marketing.
We still have a very big issue with the consumer awareness in key markets and though discussions have been going on for a long time, we still have not seen tangible results. This is very unfortunate because no other island of this size in the world has so much to offer. What we offer a tourist is phenomenal – be it nature and wildlife, heritage, beaches, wellness, food, and so much more – but sadly that message has not reached the discerning traveler and those who are willing to pay a premium.
When we compare our branding with our competitor destinations, we are far behind. The sad thing is, in terms of our product and offerings, we have a diverse offering from luxury to budget travelers. But unfortunately, we lack sufficient numbers in the luxury segment, where the country’s earning potential is far greater. If we look at our national assets, they are world class. Immediately we have everything in place and it is just the global marketing that is missing.
There are international luxury brands like Shangri-La, ITC, Anantara, and Aman. Companies like us, with properties such as Saman Villas, Kandy Gallery, Lighthouse, and Vil Uyana, which are globally recognized premium luxury hotels, and others in the industry such as Dilmah with their Resplendent Ceylon hotels and other local luxury hotel brands offer world class products and experiences.
We have a sufficient portfolio now as a country to promote to the luxury sector, but we do not make enough noise. Therefore, we have this gap where we have these luxury properties, where anywhere else in the world we could charge 800 or 1,000 dollars a night without a problem. But because of that lack of awareness, we are compelled to sell at lower rates or stick to high rates and run on low occupancy. And many in the industry do not have the confidence to charge premium rates.
Boutique hotels are somewhat better, but there are four/five-star larger hotels throughout the country that are completely underselling due to the trade pressure. And they give in to that pressure because they are afraid that they will not have anything at all. And one way to overcome that is by having a strong consumer-focused campaign and driving stronger demand for the destination, starting with the luxury segment, which will naturally trickle down to the other market segments. They can even start with one or two source markets, for instance with India or the UK. These are easy markets to tap into because they know Sri Lanka through cricket or tea, but they do not know that Sri Lanka has these kinds of places to stay. Otherwise, what happens is, if it is the high-end luxury segment, they will only think of going to the Maldives or other destinations, and Sri Lanka is not on their radar.
Q: With a decisive presidential election looming, what would be your message to the leadership in the best interest of Sri Lankan tourism?
A: If we acknowledge that tourism is the way to really save our economy, then it is imperative that the professional management of the Promotional Bureau and the Development Authority remain independent with no political affinity. Regardless of who comes into power, if this could be implemented, we can inject a lot of professionalism into the industry.
Many of our competitors such as Thailand, Malaysia, and India, have had successful long-term marketing campaigns and consistent growth, due to their non-political policies. Sadly, here at home each time a new regime comes to power, there is a new campaign introduced. It is urgent that we have a professional tourism body to market the destination, which is not linked to any political hierarchy, so that regardless of a regime-change, this body will function in the best interest of the country and industry.
The other expectation is for the regulations to remain stable and positive for the sake of the industry and the economy at large. In terms of taxation, although it may be inevitable at the moment, in the long-term we would like to see tax regulations revised. Most importantly the leadership should assure that there is stability, peace, and non-discrimination in the country for tourism to thrive.
Q: What measures should be taken by both the private and the state sector to realize sustainable tourism here at home?
A: Being conscious of the carrying-capacity of destinations and having planned-development in place is critical in this regard. We simply cannot afford massive properties to come up in destinations such as Yala, Sigiriya, Kandy, Nuwara Eliya and of late Ella. Many luxury travel agents say that they don’t want to go to Yala any more as they cannot expect a guest who is paying a premium to stay in queue for one hour to get into the park and then be jostled by over 100 jeeps when there is a leopard sighting.
There is simply no exclusivity in the experience because of over-visitation. It is the same with Sigiriya where the stairway leading to the top is packed with crowds which could be catastrophic unless controlled. Our opinion is that Sri Lanka should not be a destination that attracts tens of millions of tourists a year. We should target four to five million tourists at most and strive to increase the spend per tourist over time with infrastructure development and destination marketing.
Another way of looking at sustainable tourism is to restore our less traversed heritage sites. In Colombo itself there are so many places of heritage value to see which are again not marketed properly. Restoring colonial houses which also form part of our heritage is another advisable possibility, as opposed to bulldozing them and putting up contemporary buildings.
If we are not conscious of our own people, we fail as an industry. Many of the locals are left behind without being able to get a seat in a train as they are full of tourists. Although this is a good sign of a booming industry, we need to increase the capacity of our public transport, especially trains. Let us not forget that it is the local tourists who kept the industry alive during post-Easter attacks and during the COVID times. There are certain properties which prohibit locals regardless of their spending power, which is not acceptable.
Q:What potential do you see in ‘wellness tourism’ which is becoming popular?
A: Today wellness is one of the highest globally growing avenues of tourism. Especially after COVID, the boom in wellness is not necessary for physical wellness. Earlier most of the time we had people coming for ayurveda treatment to address a form of physical problem. Now, a lot of people come for wellness to address more mental reasons such as stress, depression, and anxiety.
Sri Lanka has a lot to offer in terms of wellness as we have the ayurveda tradition and also our native hela wedakama plus other wellness offerings too. As a company, we see a lot of potential in this area. Jetwing Lagoon in Negombo is now being completely transformed into a fully-fledged luxury holistic wellness property, and we also have Jetwing Ayurveda Pavilion dedicated to ayurveda treatment and wellness.
In terms of wellness travel, there is ‘primary wellness travel’ and ‘secondary wellness travel.’ Most tourists coming here are secondary wellness travelers, where their primary purpose of the visit is not to go to an ayurveda hotel or a hotel with a spa, but to enjoy nature, beaches, etc. But while they are here, they might want to do a morning yoga session or a spa treatment. Primary wellness travel is of course when a tourist comes here purely because they want to indulge in wellness. However, today we see a considerable percentage of primary wellness travelers and now there are several fully focused wellness hotels in the island. Our unique culture and food are added bonuses to promote wellness tourism in the country.
Q: Going beyond the traditional high spending Europeans being the focus, how best do you think we could leverage our neighbouring Indians with spending power, especially since they are now a global power and also Middle- Eastern tourists?
A : Out of its 1.5 billion population, if at least a million Indian travelers could come to Sri Lanka, that’s 20% of our expected arrivals. However, I don’t think we have still looked at India seriously enough in the luxury segment, despite the fact that there is a lot of potential. As I said before we have premium luxury hotels which could cater to them, but we still have not carried out a branding campaign with teeth.
Historically we have been getting quite a number of Middle Eastern travelers and it’s again picking up after the last few years. This however has been purely organic growth as there has been no strategy apart from what the private sector is doing to attract this segment.
We have ample flights to Middle Eastern countries with Emirates Airlines flying four times a day and Qatar increasing to six flights per day, along with Sri Lankan airlines and many others. There is a lot of connectivity and we are fully geared to handle both Indian and GCC (Gulf Cooperation Council) markets. But we need to create a better brand presence. We should also encourage more diversity in our destination marketing content that makes those of all ethnic backgrounds feel welcome to our paradise island.
Q: In terms of infrastructure and other support-systems what areas do you think need more teeth to enable a tourist a better experience of the country?
A: In terms of logistics, there is a lot to improve. In the last few years, we were not able to import any new vehicles but now an exemption is made for tourism. So now hopefully we will have better quality vehicles for tourists. There is a lot to improve in terms of our public transport as many depend on trains and buses. Especially our trains need to be revamped. Our road network is quite good but there are certain areas which cannot be accessed via public transport. Toilet facilities at railways stations need great improvement for the convenience of both local and foreign tourists.
Q: Although tourism is the lifeblood of the Sri Lankan economy, ironically very little value is given to it in the national school curriculum. What are your thoughts on this?
A: Tourism is a much sought-after career today but our students are not fortunate enough to have a sneak peek at it before they actually enter a hotel school and gain hands-on experience. My view is that we need to expose our school children to all Sri Lankan industries, perhaps as a life skills program where they get to discuss agriculture, tourism, IT, apparels etc. so that they are more prepared for the job market.
Q: Sri Lankan tourism has braved many storms. As a young professional who has always been very vocal about raising the bar for Sri Lanka, what is the message you’d like to give to fellow Lankans to help take the country to the next level?
A: Sri Lankans should first be grateful for what we have. Instead of eternally complaining about politics, we need to focus on the good we still have in this country. This is the only place we could call home. Certainly, it’s not the perfect picture- there are many political and economic mistakes the country has made, but running away from home is not the answer. We need to remain here and fight for a country which the next generation can be proud of.
We need to be thankful to live in a country with eternal sunshine and religious and cultural diversity. Our diversity has been sadly polarized by politics. But despite that we are still very comfortable with our fellow Lankans regardless of their ethnic and religious backgrounds. We are a country which is still safe to travel in, and far safer than most parts of the developed world too.
I think we need to capitalize on the positive vibe in the country if we are to raise the bar. This is a land that many are envious of. We are virtually sitting on a gold mine and taking it for granted. I encourage all Lankan youth to voice their opinions, develop our systems, and bring this country to its true potential in all aspects.
Features
Disaster-proofing paradise: Sri Lanka’s new path to global resilience
iyadasa Advisor to the Ministry of Science & Technology and a Board of Directors of Sri Lanka Atomic Energy Regulatory Council A value chain management consultant to www.vivonta.lk
As climate shocks multiply worldwide from unseasonal droughts and flash floods to cyclones that now carry unpredictable fury Sri Lanka, long known for its lush biodiversity and heritage, stands at a crossroads. We can either remain locked in a reactive cycle of warnings and recovery, or boldly transform into the world’s first disaster-proof tropical nation — a secure haven for citizens and a trusted destination for global travelers.
The Presidential declaration to transition within one year from a limited, rainfall-and-cyclone-dependent warning system to a full-spectrum, science-enabled resilience model is not only historic — it’s urgent. This policy shift marks the beginning of a new era: one where nature, technology, ancient wisdom, and community preparedness work in harmony to protect every Sri Lankan village and every visiting tourist.
The Current System’s Fatal Gaps
Today, Sri Lanka’s disaster management system is dangerously underpowered for the accelerating climate era. Our primary reliance is on monsoon rainfall tracking and cyclone alerts — helpful, but inadequate in the face of multi-hazard threats such as flash floods, landslides, droughts, lightning storms, and urban inundation.
Institutions are fragmented; responsibilities crisscross between agencies, often with unclear mandates and slow decision cycles. Community-level preparedness is minimal — nearly half of households lack basic knowledge on what to do when a disaster strikes. Infrastructure in key regions is outdated, with urban drains, tank sluices, and bunds built for rainfall patterns of the 1960s, not today’s intense cloudbursts or sea-level rise.
Critically, Sri Lanka is not yet integrated with global planetary systems — solar winds, El Niño cycles, Indian Ocean Dipole shifts — despite clear evidence that these invisible climate forces shape our rainfall, storm intensity, and drought rhythms. Worse, we have lost touch with our ancestral systems of environmental management — from tank cascades to forest sanctuaries — that sustained this island for over two millennia.
This system, in short, is outdated, siloed, and reactive. And it must change.
A New Vision for Disaster-Proof Sri Lanka
Under the new policy shift, Sri Lanka will adopt a complete resilience architecture that transforms climate disaster prevention into a national development strategy. This system rests on five interlinked pillars:
Science and Predictive Intelligence
We will move beyond surface-level forecasting. A new national climate intelligence platform will integrate:
AI-driven pattern recognition of rainfall and flood events
Global data from solar activity, ocean oscillations (ENSO, MJO, IOD)
High-resolution digital twins of floodplains and cities
Real-time satellite feeds on cyclone trajectory and ocean heat
The adverse impacts of global warming—such as sea-level rise, the proliferation of pests and diseases affecting human health and food production, and the change of functionality of chlorophyll—must be systematically captured, rigorously analysed, and addressed through proactive, advance decision-making.
This fusion of local and global data will allow days to weeks of anticipatory action, rather than hours of late alerts.
Advanced Technology and Early Warning Infrastructure
Cell-broadcast alerts in all three national languages, expanded weather radar, flood-sensing drones, and tsunami-resilient siren networks will be deployed. Community-level sensors in key river basins and tanks will monitor and report in real-time. Infrastructure projects will now embed climate-risk metrics — from cyclone-proof buildings to sea-level-ready roads.
Governance Overhaul
A new centralised authority — Sri Lanka Climate & Earth Systems Resilience Authority — will consolidate environmental, meteorological, Geological, hydrological, and disaster functions. It will report directly to the Cabinet with a real-time national dashboard. District Disaster Units will be upgraded with GN-level digital coordination. Climate literacy will be declared a national priority.
People Power and Community Preparedness
We will train 25,000 village-level disaster wardens and first responders. Schools will run annual drills for floods, cyclones, tsunamis and landslides. Every community will map its local hazard zones and co-create its own resilience plan. A national climate citizenship programme will reward youth and civil organisations contributing to early warning systems, reforestation (riverbank, slopy land and catchment areas) , or tech solutions.
Reviving Ancient Ecological Wisdom
Sri Lanka’s ancestors engineered tank cascades that regulated floods, stored water, and cooled microclimates. Forest belts protected valleys; sacred groves were biodiversity reservoirs. This policy revives those systems:
Restoring 10,000 hectares of tank ecosystems
Conserving coastal mangroves and reintroducing stone spillways
Integrating traditional seasonal calendars with AI forecasts
Recognising Vedda knowledge of climate shifts as part of national risk strategy
Our past and future must align, or both will be lost.
A Global Destination for Resilient Tourism
Climate-conscious travelers increasingly seek safe, secure, and sustainable destinations. Under this policy, Sri Lanka will position itself as the world’s first “climate-safe sanctuary island” — a place where:
Resorts are cyclone- and tsunami-resilient
Tourists receive live hazard updates via mobile apps
World Heritage Sites are protected by environmental buffers
Visitors can witness tank restoration, ancient climate engineering, and modern AI in action
Sri Lanka will invite scientists, startups, and resilience investors to join our innovation ecosystem — building eco-tourism that’s disaster-proof by design.
Resilience as a National Identity
This shift is not just about floods or cyclones. It is about redefining our identity. To be Sri Lankan must mean to live in harmony with nature and to be ready for its changes. Our ancestors did it. The science now supports it. The time has come.
Let us turn Sri Lanka into the world’s first climate-resilient heritage island — where ancient wisdom meets cutting-edge science, and every citizen stands protected under one shield: a disaster-proof nation.
Features
The minstrel monk and Rafiki the old mandrill in The Lion King – I
Why is national identity so important for a people? AI provides us with an answer worth understanding critically (Caveat: Even AI wisdom should be subjected to the Buddha’s advice to the young Kalamas):
‘A strong sense of identity is crucial for a people as it fosters belonging, builds self-worth, guides behaviour, and provides resilience, allowing individuals to feel connected, make meaningful choices aligned with their values, and maintain mental well-being even amidst societal changes or challenges, acting as a foundation for individual and collective strength. It defines “who we are” culturally and personally, driving shared narratives, pride, political action, and healthier relationships by grounding people in common values, traditions, and a sense of purpose.’
Ethnic Sinhalese who form about 75% of the Sri Lankan population have such a unique identity secured by the binding medium of their Buddhist faith. It is significant that 93% of them still remain Buddhist (according to 2024 statistics/wikipedia), professing Theravada Buddhism, after four and a half centuries of coercive Christianising European occupation that ended in 1948. The Sinhalese are a unique ancient island people with a 2500 year long recorded history, their own language and country, and their deeply evolved Buddhist cultural identity.
Buddhism can be defined, rather paradoxically, as a non-religious religion, an eminently practical ethical-philosophy based on mind cultivation, wisdom and universal compassion. It is an ethico-spiritual value system that prioritises human reason and unaided (i.e., unassisted by any divine or supernatural intervention) escape from suffering through self-realisation. Sri Lanka’s benignly dominant Buddhist socio-cultural background naturally allows unrestricted freedom of religion, belief or non-belief for all its citizens, and makes the country a safe spiritual haven for them. The island’s Buddha Sasana (Dispensation of the Buddha) is the inalienable civilisational treasure that our ancestors of two and a half millennia have bequeathed to us. It is this enduring basis of our identity as a nation which bestows on us the personal and societal benefits of inestimable value mentioned in the AI summary given at the beginning of this essay.
It was this inherent national identity that the Sri Lankan contestant at the 72nd Miss World 2025 pageant held in Hyderabad, India, in May last year, Anudi Gunasekera, proudly showcased before the world, during her initial self-introduction. She started off with a verse from the Dhammapada (a Pali Buddhist text), which she explained as meaning “Refrain from all evil and cultivate good”. She declared, “And I believe that’s my purpose in life”. Anudi also mentioned that Sri Lanka had gone through a lot “from conflicts to natural disasters, pandemics, economic crises….”, adding, “and yet, my people remain hopeful, strong, and resilient….”.
“Ayubowan! I am Anudi Gunasekera from Sri Lanka. It is with immense pride that I represent my Motherland, a nation of resilience, timeless beauty, and a proud history, Sri Lanka.
“I come from Anuradhapura, Sri Lanka’s first capital, and UNESCO World Heritage site, with its history and its legacy of sacred monuments and stupas…….”.
The “inspiring words” that Anudi quoted are from the Dhammapada (Verse 183), which runs, in English translation: “To avoid all evil/To cultivate good/and to cleanse one’s mind -/this is the teaching of the Buddhas”. That verse is so significant because it defines the basic ‘teaching of the Buddhas’ (i.e., Buddha Sasana; this is how Walpole Rahula Thera defines Buddha Sasana in his celebrated introduction to Buddhism ‘What the Buddha Taught’ first published in1959).
Twenty-five year old Anudi Gunasekera is an alumna of the University of Kelaniya, where she earned a bachelor’s degree in International Studies. She is planning to do a Master’s in the same field. Her ambition is to join the foreign service in Sri Lanka. Gen Z’er Anudi is already actively engaged in social service. The Saheli Foundation is her own initiative launched to address period poverty (i.e., lack of access to proper sanitation facilities, hygiene and health education, etc.) especially among women and post-puberty girls of low-income classes in rural and urban Sri Lanka.
Young Anudi is primarily inspired by her patriotic devotion to ‘my Motherland, a nation of resilience, timeless beauty, and a proud history, Sri Lanka’. In post-independence Sri Lanka, thousands of young men and women of her age have constantly dedicated themselves, oftentimes making the supreme sacrifice, motivated by a sense of national identity, by the thought ‘This is our beloved Motherland, these are our beloved people’.
The rescue and recovery of Sri Lanka from the evil aftermath of a decade of subversive ‘Aragalaya’ mayhem is waiting to be achieved, in every sphere of national engagement, including, for example, economics, communications, culture and politics, by the enlightened Anudi Gunasekeras and their male counterparts of the Gen Z, but not by the demented old stragglers lingering in the political arena listening to the unnerving rattle of “Time’s winged chariot hurrying near”, nor by the baila blaring monks at propaganda rallies.
Politically active monks (Buddhist bhikkhus) are only a handful out of the Maha Sangha (the general body of Buddhist bhikkhus) in Sri Lanka, who numbered just over 42,000 in 2024. The vast majority of monks spend their time quietly attending to their monastic duties. Buddhism upholds social and emotional virtues such as universal compassion, empathy, tolerance and forgiveness that protect a society from the evils of tribalism, religious bigotry and death-dealing religious piety.
Not all monks who express or promote political opinions should be censured. I choose to condemn only those few monks who abuse the yellow robe as a shield in their narrow partisan politics. I cannot bring myself to disapprove of the many socially active monks, who are articulating the genuine problems that the Buddha Sasana is facing today. The two bhikkhus who are the most despised monks in the commercial media these days are Galaboda-aththe Gnanasara and Ampitiye Sumanaratana Theras. They have a problem with their mood swings. They have long been whistleblowers trying to raise awareness respectively, about spreading religious fundamentalism, especially, violent Islamic Jihadism, in the country and about the vandalising of the Buddhist archaeological heritage sites of the north and east provinces. The two middle-aged monks (Gnanasara and Sumanaratana) belong to this respectable category. Though they are relentlessly attacked in the social media or hardly given any positive coverage of the service they are doing, they do nothing more than try to persuade the rulers to take appropriate action to resolve those problems while not trespassing on the rights of people of other faiths.
These monks have to rely on lay political leaders to do the needful, without themselves taking part in sectarian politics in the manner of ordinary members of the secular society. Their generally demonised social image is due, in my opinion, to three main reasons among others: 1) spreading misinformation and disinformation about them by those who do not like what they are saying and doing, 2) their own lack of verbal restraint, and 3) their being virtually abandoned to the wolves by the temporal and spiritual authorities.
(To be continued)
By Rohana R. Wasala ✍️
Features
US’ drastic aid cut to UN poses moral challenge to world
‘Adapt, shrink or die’ – thus runs the warning issued by the Trump administration to UN humanitarian agencies with brute insensitivity in the wake of its recent decision to drastically reduce to $2bn its humanitarian aid to the UN system. This is a substantial climb down from the $17bn the US usually provided to the UN for its humanitarian operations.
Considering that the US has hitherto been the UN’s biggest aid provider, it need hardly be said that the US decision would pose a daunting challenge to the UN’s humanitarian operations around the world. This would indeed mean that, among other things, people living in poverty and stifling material hardships, in particularly the Southern hemisphere, could dramatically increase. Coming on top of the US decision to bring to an end USAID operations, the poor of the world could be said to have been left to their devices as a consequence of these morally insensitive policy rethinks of the Trump administration.
Earlier, the UN had warned that it would be compelled to reduce its aid programs in the face of ‘the deepest funding cuts ever.’ In fact the UN is on record as requesting the world for $23bn for its 2026 aid operations.
If this UN appeal happens to go unheeded, the possibilities are that the UN would not be in a position to uphold the status it has hitherto held as the world’s foremost humanitarian aid provider. It would not be incorrect to state that a substantial part of the rationale for the UN’s existence could come in for questioning if its humanitarian identity is thus eroded.
Inherent in these developments is a challenge for those sections of the international community that wish to stand up and be counted as humanists and the ‘Conscience of the World.’ A responsibility is cast on them to not only keep the UN system going but to also ensure its increased efficiency as a humanitarian aid provider to particularly the poorest of the poor.
It is unfortunate that the US is increasingly opting for a position of international isolation. Such a policy position was adopted by it in the decades leading to World War Two and the consequences for the world as a result of this policy posture were most disquieting. For instance, it opened the door to the flourishing of dictatorial regimes in the West, such as that led by Adolph Hitler in Germany, which nearly paved the way for the subjugation of a good part of Europe by the Nazis.
If the US had not intervened militarily in the war on the side of the Allies, the West would have faced the distressing prospect of coming under the sway of the Nazis and as a result earned indefinite political and military repression. By entering World War Two the US helped to ward off these bleak outcomes and indeed helped the major democracies of Western Europe to hold their own and thrive against fascism and dictatorial rule.
Republican administrations in the US in particular have not proved the greatest defenders of democratic rule the world over, but by helping to keep the international power balance in favour of democracy and fundamental human rights they could keep under a tight leash fascism and linked anti-democratic forces even in contemporary times. Russia’s invasion and continued occupation of parts of Ukraine reminds us starkly that the democracy versus fascism battle is far from over.
Right now, the US needs to remain on the side of the rest of the West very firmly, lest fascism enjoys another unfettered lease of life through the absence of countervailing and substantial military and political power.
However, by reducing its financial support for the UN and backing away from sustaining its humanitarian programs the world over the US could be laying the ground work for an aggravation of poverty in the South in particular and its accompaniments, such as, political repression, runaway social discontent and anarchy.
What should not go unnoticed by the US is the fact that peace and social stability in the South and the flourishing of the same conditions in the global North are symbiotically linked, although not so apparent at first blush. For instance, if illegal migration from the South to the US is a major problem for the US today, it is because poor countries are not receiving development assistance from the UN system to the required degree. Such deprivation on the part of the South leads to aggravating social discontent in the latter and consequences such as illegal migratory movements from South to North.
Accordingly, it will be in the North’s best interests to ensure that the South is not deprived of sustained development assistance since the latter is an essential condition for social contentment and stable governance, which factors in turn would guard against the emergence of phenomena such as illegal migration.
Meanwhile, democratic sections of the rest of the world in particular need to consider it a matter of conscience to ensure the sustenance and flourishing of the UN system. To be sure, the UN system is considerably flawed but at present it could be called the most equitable and fair among international development organizations and the most far-flung one. Without it world poverty would have proved unmanageable along with the ills that come along with it.
Dehumanizing poverty is an indictment on humanity. It stands to reason that the world community should rally round the UN and ensure its survival lest the abomination which is poverty flourishes. In this undertaking the world needs to stand united. Ambiguities on this score could be self-defeating for the world community.
For example, all groupings of countries that could demonstrate economic muscle need to figure prominently in this initiative. One such grouping is BRICS. Inasmuch as the US and the West should shrug aside Realpolitik considerations in this enterprise, the same goes for organizations such as BRICS.
The arrival at the above international consensus would be greatly facilitated by stepped up dialogue among states on the continued importance of the UN system. Fresh efforts to speed-up UN reform would prove major catalysts in bringing about these positive changes as well. Also requiring to be shunned is the blind pursuit of narrow national interests.
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