Sri Lanka Embassy in The Hague introduces “Small Miracle” tourism re-branding strategy

(June 10, Colombo, Sri Lanka Guardian) “Having successfully defeated terrorism, the Government of Sri Lanka is in the process of devising dedicated plans to address the post conflict issues to create a peaceful and prosperous nation for all Sri Lankan citizens to live in harmony” said Mrs. Grace Asirwatham, Ambassador to The Netherlands at a function organized to brief the travel operators and travel writers on the current situation in Sri Lanka as well as to introduce the proposed re-branding strategy of tourism on 5th June 2009 in The Hague. Ambassador Asirwatham further said that although Sri Lanka was affected by terrorism for nearly 30 years, the country was resilient enough to maintain the economic development through pragmatic policies.

At the function, Mr. Bernard Menken, President of the Netherlands-Sri Lanka Business Council shared his views on the positive developments in Sri Lanka and encouraged the tour operators and travel writers in The Netherlands to take advantage of the conducive situation and facilities available in Sri Lanka to provide a ‘unique tourism destination’ to the Dutch travellers. Mr. Dannie van der Harst, Director Passenger Sales of Kales Airline Services, who also represented the GSA for Sri Lankan Airlines in Amsterdam said that his office and the tourism authorities in Sri Lanka are working in close cooperation to promote Sri Lanka tourism in The Netherlands and explained details of a proposal to offer air tickets on concessionary terms. He further said that, of all countries that he had visited, Sri Lanka was the most beautiful destination, and commended on the diverse features it has to cater to the needs of all types of tourists.

Mr. Harry van Dijk, Head of the South Asia Division of the Ministry of Foreign Affairs of The Netherlands and Mr. M C W Pinto, Secretary-General of the Iran-US Claims Tribunal also attended the function as guests of honour.

Ambassador Asirwatham explained that as a beginning of a new chapter in the history of Sri Lanka, all economic activities have been accelerated in order to use the resources and potential to its fullest capacity to re-build the nation. She also said that Sri Lanka is preparing to present the entire country for international tourism and briefed on the on-going activities in the areas of economic infrastructure development in the Eastern province, reconstruction and resettlement in the North and Northeast of Sri Lanka.

As the main facet of the event, the new tourism brand and the tagline “Sri Lanka: Small Miracle” was introduced by the Ambassador with explanation on the brand strategy details. The Ambassador said that the re-branding is the core feature of the new strategy towards reviving the tourism industry for vigorous promotion. A documentary film on tourism potential in Sri Lanka was shown at the end of the programme.

The promotional event was attended by important tour operators and travel writers including M/s. Kraas B.V, Sawaadee Reizen B.V, Reis Revue, Travelution B.V, TUI Netherlands B.V, Kuoni Netherlands B.V and Senlia Travels.

-Sri Lanka Guardian