Sri Lanka Tourism practices nation brand building pillar support

Whilst Sri Lanka Tourism is aggressively promoting the country globally as an island of thousand treasures, SLTPB is taking a broader role with a new push on the nation branding pillars by supporting the export industry which has brought to the world the blue sapphire and made Sri Lanka known as the sapphire capital the world. “We at Sri Lanka Tourism were honoured to be part of the ICA Congress 2015 staged after 26 years in beautiful Sri Lanka, also known as an island of thousand treasures,” said Chairman Sri Lanka Tourism Promotions Bureau Chairman Rohantha Athukorala.

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Kate Middleton (right) and Princess Diana wearing the ring 12-carat oval Ceylon sapphire surrounded by 14 diamonds and set in 18-karat white gold

“The 2015 ICA edition attracted the best names in the world with over 250 top foreign delegates from more than 60 countries coming over to the country coordinated by ICA. We must salute the organisers – the National Gem and Jewellery Association of Sri Lanka (NGJA) and the Sri Lanka Gem and Jewellery Association (SLGJA) along with the Export Development Board (EDB) for supporting Sri Lanka tourism with this event. In today’s world, a typical traveller googles about a country and from the vibes they get they proceed in the decision making process for ultimately selecting a destination to travel which is how such events link to Sri Lanka Tourism,” said the Chairman who is driving Sri Lanka as a destination brand globally. The typical words of jewellery historian, author and speaker at the congress Dr. Jack Ogden stating, ‘I’ve been to many of these events in Brazil and other locations around the world and I have to say that this is easily one of the best so far’, says it all,” he said.
“Sri Lanka which has crossed $ 500 in exports of gems is hoping to achieve $ 1 billion in exports by the end of the year. Officials agreed that the ICA Congress which was held in Sri Lanka plays a pivotal role in generating that revenue. Overall Sri Lanka as a brand is valued at $ 61 billion and is targeting $ 100 billion as per the specialists Brand Finance (UK) in the next two years which means that we can attract better quality tourists, garner top investors whist also sprucing up the export business,” said Athukorala who is an advocate on building brand Sri Lanka championing the Expo 2015 in Milano together with EDB, Sri Lanka Tea Board, BOI, Sri Lankan Airlines, National Gem and Jewellery Association, National Craft Council together with Embassy of Italy.

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