The following media release was issued by Sri Lanka Tourism last week announcing the start of their new global PR campaign. President Mahinda Rajapakse also announced to the industry that 2011 had been declared “Visit Sri Lanka Year” and assured his support for the industry. The government target is to increase arrivals from the current 500,000 visitors per year to 2.5 million by 2012.
Sri Lanka Tourism officially launched its new logo and tagline ‘Sri Lanka Small Miracle’ on Tuesday, in Colombo, opening a new chapter in destination branding, for this island nation. Unveiled at a historic moment, when worldwide perception of the destination is changing from “Visit with caution, to visit and explore”. ‘Sri Lanka: Small Miracle’ tag line and brand positioning is uniting all in working towards delivering on the promise. Sir Arthur C Clarke distinguished science fiction writer who chose to adopt Sri Lanka as his home in 1956, remaining until his death in 2007, has said “The island of Sri Lanka is a small universe; it contains as many variations of culture, scenery, and climate as some countries a dozen times its size.” Words prompted by the lovely beaches, beautiful landscapes, impressive ruins, a vibrant culture and a charming people: Sri Lanka a Small Miracle. The challenge is for the visitor to find the miracle that is Sri Lanka; its many mysteries, its diversity, its natural beauty and now the beauty of its charming people as they unite under one flag marching towards rebuilding a united Sri Lanka; a country of 20 million people gathered as children of Mother Sri Lanka.