Marketing Sri Lanka

External Affairs Minister Prof G L Peiris has exhorted our embassy officials abroad to tell the world of the new opportunities that has dawned in post war Sri Lanka in the field of investment, trade, tourism etc. Addressing a workshop organized by the Export Development Board and the Agency Ministry of External Affairs, the Netherlands the Minister stated “we should be aware that the country’s priority should be fundamentally changed from time to time. Sri Lanka has entered into a development era after eradicating terrorism which lasted for nearly three decades.”

True, Sri Lanka’s priorities have indeed shifted from one that required our envoys abroad to counter vicious terrorist propaganda against Sri Lanka to that of promoting the country as a safe destination with ample opportunities for trade and investment. However if one goes by the earlier campaign it cannot be said that our envoys with a few exceptions acquitted themselves well in their task.

The LTTE Diaspora succeeded in tarnishing the image of the country to a great extent with very little by way of defence offered by our emissaries abroad. This is because most of our embassies were staffed with misfits who had no inkling as to the nature of their job. Therefore the Government would do well to appoint suitable personnel to perform the task of promoting the new Sri Lanka competently.

We say this because now is the time to market Sri Lanka to the world when all attention is drawn towards her successful campaign in defeating the most ruthless band of terrorists in the world. We should not allow this novelty to wear off and as they say strike while the iron is hot. Today most of our embassy staff are on paid holidays abroad with no proper grasp of their duties. All they are interested in is having a nice time and get their children educated in the countries they are posted to. Some have even not returned to Sri Lanka after their tour of duty opting instead to settling down in the host countries bringing disgrace to their Motherland.

This type of mindset does not auger well for the country’s promotion as a haven of opportunities in this post war era and the prospects that await investors in the new peaceful tranquil environment. What we need are good communicators those who could get the message across in a convincing manner.

This no doubt is a specialized job that would require persons of high calibre with excellent credentials. We should scout for such talent soon. There may be those outside the field of the foreign service including the corporate sector who could fit the bill. Even the service of retired diplomats could be availed of for this task.

These men and women should not only market the country successfully in terms of the ground situation post war, they should also impress on the prospective investors on the new concessions granted to them - such as the new tax holidays and the dismantling of other tariffs which the Government was constrained to impose earlier to fill its coffers to fight a war. As Prof Peiris said Sri Lanka’s tax system has been reformed completely to attract investors to Sri Lanka.

Sri Lanka is today on the threshold of a major transformation. This is witnessed in all spheres of activity. There is therefore an urgent need to unveil to the world the changing pattern so that a whole new image of the country could be formed internationally.

To achieve this there certainly should be a thorough shake up of our foreign service which should ideally be manned by the very best. Investment promotion should not be confined to mere Trade Fairs in world capitals. There should be an aggressive approach and added dynamism to make capital out of the present situation.

Recently there was a television documentary on a reputed international channel showing the newly transformed Sri Lanka in great light with the narrator skilfully juxtaposing the war years with the new phase of peace and tranquillity that has dawned on the country. The authorities should set their minds towards adopting such strategies to give the world a wider view and perspective of the country. President Rajapaksa has set his sights on making Sri Lanka the wonder of Asia following the end to the war. This no doubt is a gigantic project which could not be realized on local resources.

The country needs a massive quantum of foreign investments and the necessary physical and human resources to complement the local inputs. There is therefore a need to present Sri Lanka in the correct perspective to enable the world at large to get a better insight on her leading to the country opening up to the world at large.