The once war battered tourism industry is yet again at crossroads. This time around, it is not the conflict per se, but the slogan or the marketing message.


After the tourism industry had spent several years and many rounds of brainstorming sessions, competitive presentations by 12 global ad agencies, the original theme “Sri Lanka: The Small Miracle” was conceptualised. The industry also test marketed the theme which was well received by European tourists both those who had visited Sri Lanka before and those who yet hadn’t but had heard about the country. It was also revealed that nearly Rs. 18 million was spent for the conceptualisation of the tagline.


What was the rationale for the small miracle? Well very simple. Sri Lanka is a small country in size yet breathtakingly beautiful. Among other striking features were the rich diversity within a small landmass and the world renowned authentic warmth and hospitality.


The conclusion was Sri Lanka is small but and beautiful. To better capture the rich and unique diversity the word ‘miracle’ was considered. With industry consensus, the new logo and theme was ceremoniously unveiled last month. However within few days thereafter, the amiable and competent Minister of Tourism Milinda Moragoda was appointed as the Minister of Justice and Law Reforms and National Freedom Front strongman Nandana Goonetilleke was handed over the responsibility of giving leadership to Sri Lanka tourism industry.


Akin to new broom sweeps well, Minister Goonetilleke has promised a new panel of experts would be appointed shortly to come up with a better theme and also in quick time. Some of his future plans are published in the Living section’s Tourism and Travel pages today.


It must be admitted that the “Small Miracle” tagline was conceptualised and approved prior to the Government’s successful crushing of the terrorism unleashed by the LTTE for nearly three decades. However, the industry knew the theme would fit well in a post-war or a peaceful environment.


The valour and bravery of Sri Lankan soldiers in particular and precise intelligence and strategies of military leadership helped Sri Lanka, a small country, to decimate the LTTE which was considered as one of the most ruthless and successful terrorist organisations in the world. Sri Lanka’s triumph over terrorism achieved despite lack of moral or physical support from some of the powerful Western nations also meant that the country’s achievement was much greater.


In the nation-wide euphoria soon after the victory, considering the terror unleashed by the LTTE and many pundits ruling out its decimation, many felt that what President Mahinda Rajapaksa Government did was a miracle. It was in this context that some in the Government and also a minority in the tourism sector felt “small miracle” tagline may not tell the true story of Sri Lanka.


So the question at large is: Is small not good and is big better? What are the new issues that the industry has to grapple with both in the post-war era and the change of tagline after its launch? Why Sri Lanka cannot “think big” about “small” rather than ruling out small is not good but “big” is better always.


Geographically Sri Lanka is indeed small in size. We cannot call ourselves big or even convey it in a marketing sense to prospective tourists. It must also be stressed that whilst terrorism, by a fair consensus, was listed as the biggest drawback for Sri Lanka tourism, nevertheless the industry and the political leaders are mature enough to realise deep within themselves that even in an environment of peace Sri Lanka will still struggle with its marketing message. One reason is the fierce, glitzy and mega spending global competition to attract tourists midst recession and slack in holiday travel. The other is the country’s poor or lack of infrastructure at national and micro-level.


Experts are of the view that to become a world class tourist destination, peace and security alone doesn’t produce the magical formulae. In the Living section Travel and Tourism pages we have featured some useful comments by Tourist Hotels Association chief Srilal Miththapala.


Those who espouse effective marketing as key, despite terror or peaceful environment cite as examples Indonesia, which has its own share of terrorism and suicide bombings attracting over 5 million tourists. The other is Egypt, which had been a target of violence, draws 9 million visitors annually.


So being or sounding and even projecting bigness is not the solution. Even the giant India despite its own share of problems, terror and violence, has been successful with a crafty message – “Incredible India.” That tagline truly fits India because India is indeed incredible if one has the heart to explore. Israel which also suffered from negative publicity has a tagline “Israel Wonders” while Lebanon calls itself “Splendid Lebanon” which draws over 1 million tourists.


A qualified marketing expert, Rohantha Athukorala, who currently heads Economic Affairs of the Government Peace Secretariat, has a useful suggestion that in the post-war era, it may be timely to think of national branding strategy for Sri Lanka perhaps spearheaded by a dedicated Ministry.


In his personal capacity he has been suggesting a broader national branding strategy or a marketing message that says “Sri Lanka – the emerging new miracle of Asia.” In the next few weeks we will hear more new ideas and it is important for the Government as well as the private sector have a healthy dialogue, reach a consensus and position Sri Lanka correctly in the global arena and also for respective industry sectors to come up with their own positioning and branding. As we keep reiterating, end of war has certainly given the country a golden opportunity to put things right, get things right and also do things right. If we fail then the people will have to blame themselves for missing a non-recurrent opportunity to rebuild and re-brand Sri Lanka for greater and sustainable socio-economic prosperity for all.