Rebranding Sri Lanka(2010-2014)

Nations are making increasingly conscious efforts to value their country branding in recognition of the need to fulfill some objectives: to attract tourists, to stimulate inward investment and to boost exports to become distinctive. Tourism is an effective and pragmatic communication tool in rebranding as it portrays a country’s cultural values, norms and uniqueness.This study shows that Sri Lanka’s geographical location is significant aspect as an island. It has given itself a unique strategic importance in engaging with other nations,as well as tourism is an ideal way for implementing nation branding strategy in rebranding its image. It has proven with statistical data from relevant sources that tourism has been effective in many dimensions so far, especially in economy, social and cultural. The thesis researched on how Sri Lanka rebranded its image between2010 and 2014, the time frame was a turning point for Sri Lanka after the eradication of civil war in 2009. This was the time that Sri Lanka reemerged its image. The study has provided the reasons for the rebranding process of Sri Lanka, especially to mitigate the stereotyped perceptions that were caused by the civil war. Sri Lanka implemented nation branding strategy in tourism as an ideal and fastest way to rebrand its image. Sri Lanka inherited natural resources, distinctive culture and values.Those are the resources that Sri Lanka projected in tourism. They are the authentic features of Sri Lanka which have the potentiality to make a distinctive image globally.Significance of the thesis is that no available studies on the context of Sri Lanka in nation branding strategy, basically centered on tourism. Tourism is an efficient sector in Sri Lanka.In line with the theoretical framework of Simon Anholt Nation branding hexagon and, his perspective on tourism has emphasized six dimensions, denoted as “natural communication channels, thus tourism is as often prompting aspect of the Nation Branding. Nation branding is a strategy in the face of political agenda of public diplomacy. Nation branding is alternative option to convince the people’s perception in the international public.Tourism is about interaction with the hearts of the people, in that sense image branding and emotional aspects can be effective approaches in nation branding.Through such approaches we are showing the unique identity of the nation, projecting different image branding programs are really crucial in rebranding process.Those arethe new ways of nation branding strategy. The argument is that Sri Lanka implemented nation branding strategy in tourism with image branding strategies,emotional aspect of tourism in rebranding process.Tourism is considered to be as a biggest industry in the world, so that priority has to be given with new dynamic opinions, which are adaptable with the trends of the global demands and interests, while corresponding with the public of other nation.Nation branding is actually a kind of stimulation of international relations with the degree of credibility so that tourism is built on people, their hospitality, friendliness and their trust, credibility representing its nation, thereby it is trying distracting people’s negative perceptions.