Malik Fernando
Farzana Baduel
Karan Gokani
Priyanjith Weerasooriya
For decades, Sri Lanka has too often been framed through the narrow lens of war, political turbulence, and economic instability. International headlines have painted the country as a place of crisis, overshadowing the richness of its culture, the resilience of its people, and the immense opportunities it offers. Yet beyond the noise of history and hardship, Sri Lanka is far more than its stereotypes. It is a nation of extraordinary beauty, talent, and potential; one that deserves to stand on the global stage not just as a destination for tourism, but also for trade, innovation, and collaboration. At this critical juncture, Sri Lanka must reclaim its narrative. In an interconnected world, global perception carries tangible consequences, shaping investment flows, tourism arrivals, export potential, and even the confidence of local businesses seeking to expand internationally. To move forward, Sri Lanka must craft and communicate a compelling national brand that reflects who we are today: a resilient island ready for business, innovation, and global partnership.
Why Our Story Must Be Told
When I attend events in London, I am often the only Sri Lankan in the room. Inevitably, the conversation drifts to where I am from, and I am confronted with the same misinformation, the same outdated narratives about war, crisis, or instability. And so, I find myself explaining, time and again, the beauty of my country: our culture, our art, our cuisine, our history, our people. We are relevant. We matter. Yet somehow, Sri Lanka’s story has not been told with the same conviction as our neighbours. India, for example, has “Incredible India” a brand so strong and consistent it has become shorthand for the country’s richness and diversity. Sri Lanka, in contrast, has cycled through multiple taglines over the years: One Island, Thousand Treasures, A Small Miracle, Pearl of the Indian Ocean, So Sri Lanka, You Will Come Back for More. Each had its merits, but none achieved the consistency or global recall to define who we are. And yet our achievements are no less remarkable. Sri Lanka was the first country in the world to elect a female Prime Minister, Sirimavo Bandaranaike, in 1960; a milestone in global political history. We were also the first to elect a female Executive President, Chandrika Bandaranaike Kumaratunga. Our artists, authors, and poets have gained international acclaim; our entrepreneurs, scientists, and musicians have left their mark on the world stage. We are not a footnote to South Asia; we are a defining part of it. India is not the only South Asian country that belongs to the cultural, historical, and regional spectrum. We too are South Asian, and our story deserves to be told with the same pride and clarity.
This is why I was so moved by the Daily Mirror’s newest columnist, Farzana Baduel, and her recent article in The Sun on Sri Lanka’s soft power assets. Farzana, an acclaimed global communications strategist who has shaped the narratives of more than fifteen countries, articulated what many of us have long believed: that Sri Lanka’s cultural capital, heritage, and creativity are among our greatest global strengths. Her words resonated deeply, not just with me, but with countless readers who wrote to us after reading it. The response revealed something important: there is a hunger, both at home and abroad, for Sri Lanka’s story to be told with strength and sophistication.
The Private Sector as Custodians of the Brand
Often in London, I hear the words “Resplendent Ceylon,” “Dilmah,” and “Uga Resorts.” It struck me that, in many ways, the image of Sri Lanka in this part of the world has been carried on the shoulders of a few determined private-sector entrepreneurs. Visionaries like Malik Fernando and Priyanjith Weerasooriya have, almost singlehandedly, held the fort for Sri Lanka, investing heavily in public relations, branding, and marketing to ensure that the island’s name is associated with luxury, excellence, and authenticity. Whenever I introduce myself as Sri Lankan, those who have visited or plan to visit the island inevitably ask me about Resplendent Ceylon or Uga Resorts. Increasingly, I am also asked about Hoppers London, led by Karan Gokani, who has become one of the most visible ambassadors for Sri Lankan cuisine in the UK. Through his restaurants, Sri Lanka’s food has claimed a respected place on London’s culinary map, sparking curiosity and admiration well beyond the diaspora community. And it made me realise something vital: we need more Maliks, more Priyanjiths, more Karans. We need more voices like theirs telling our story, amplifying our brand, and celebrating our cuisine, our culture, and our country. Right now, the responsibility of carrying Sri Lanka’s image abroad rests with a handful of individuals. But one or two voices are not enough. We need a collective chorus; a united effort so loud, so consistent, and so compelling that Sri Lanka’s name becomes etched permanently in people’s minds for all the right reasons.
This is where the private sector has a critical role to play. Governments, weighed down by bureaucracy and politics, often move too slowly. But entrepreneurs, business leaders, and industry pioneers have the agility and resources to act now. They can invest strategically in global communications campaigns, in branding initiatives, and in cultural diplomacy that showcases Sri Lanka’s richness to the world. The call to action is clear. To borrow the famous words of John F. Kennedy: “Ask not what your country can do for you, ask what you can do for your country.” It is no longer enough to wait for official tourism boards or government agencies to change the narrative. The time is now for each of us; business leaders, creatives, professionals, media, and diaspora, to step up. We must be proud of our heritage, our cuisine, our culture, and our creativity. And more importantly, we must tell that story, again and again, until it becomes impossible for the world to ignore. Because Sri Lanka’s story is worth telling, and it must be told by all of us, together.
The Power of a National Story
Every nation has a story it tells the world, a narrative that defines how people perceive it, how businesses interact with it, and how investors respond to it. Countries like Japan, South Korea, and Singapore have proven the transformative power of national branding. Their journeys, once marred by war, poverty, or limited resources, became global success stories through intentional branding and positioning. South Korea, for example, leveraged its culture, K-pop, K-drama, and technology, to build “soft power” that not only attracts investment but also shapes global perception. Singapore rebranded itself from a vulnerable island with no natural resources into a global hub for finance, innovation, and logistics. These countries understood that perception often precedes reality, and that global trust and recognition can accelerate local growth. Sri Lanka, too, has a powerful story to tell. With its 2,500-year-old history, diverse cultural heritage, world-class talent, and natural wonders, the country can be positioned as more than a holiday destination. It can be presented as a hub of creativity, trade, and opportunity in the Indian Ocean.
Breaking Free from the Shadows
Unfortunately, Sri Lanka’s image in international media has long been shaped by its past conflicts and recent crises. The decades-long civil war etched a perception of instability. More recently, the economic crisis of 2022 became a global headline, once again reducing the nation to a caricature of political and financial chaos. While these events cannot be erased, they do not define Sri Lanka today. The country has moved forward, demonstrated resilience, and shown the world how a nation can rebuild. But unless Sri Lanka takes ownership of its story, stereotypes will continue to dominate. The danger is not just reputational; it is economic. International investors hesitate when they associate a country with risk. Local businesses face scepticism when expanding overseas if their home country is viewed as unstable. Even Sri Lankan talent abroad often contends with perceptions tied to the war or the crisis. These narratives weigh heavily on global competitiveness. This is why branding matters. By reshaping perceptions, Sri Lanka can ensure that the first thought associated with its name is not war or crisis, but opportunity, creativity, and progress.
Why Branding Matters Now
Global relevance is no longer optional; it is a necessity. In a world of rapid communication, social media, and 24/7 news cycles, perception spreads instantly. If Sri Lanka does not actively build its narrative, others will do it for us, and not always in ways that benefit us. Branding Sri Lanka globally would bring multiple benefits:
- Attracting Investment: A strong national brand reassures foreign investors that Sri Lanka is open for business and committed to growth. When perception aligns with potential, investment flows more freely.
- Boosting Tourism: Tourism is one of Sri Lanka’s greatest strengths, yet it is often undermined by global headlines about instability. A rebranding campaign can remind the world that Sri Lanka offers not just beaches and wildlife, but cultural depth, wellness retreats, culinary diversity, and adventure tourism; all within one island.
- Supporting Local Businesses: When Sri Lankan brands expand globally, they carry the country’s name with them. A positive national image helps them break into new markets without being hindered by stereotypes.
- Reversing Brain Drain: A powerful national brand instils pride among citizens and diaspora communities. When Sri Lanka is seen globally as a place of innovation and opportunity, talent is more likely to stay, return, or reinvest.
- Diplomatic and Cultural Influence: Global branding is not just about economics. It is also about influence. By presenting itself as a thought leader in sustainability, wellness, or trade, Sri Lanka can shape international dialogues and position itself as a partner in solving global challenges.
The Elements of Sri Lanka’s Brand
To succeed, Sri Lanka’s branding must be authentic, inclusive, and aspirational. It must highlight strengths while acknowledging resilience. It cannot be reduced to just a logo or slogan; it must be a comprehensive strategy that permeates tourism campaigns, trade missions, diplomatic efforts, and cultural exports.
Key pillars could include:
- Natural Beauty and Sustainability: From rainforests to coral reefs, Sri Lanka can brand itself as a global model for sustainable tourism and green growth.
- Cultural Depth and Heritage: With influences from Buddhism, Hinduism, Islam, and Christianity, as well as centuries of trade and exchange, Sri Lanka’s cultural tapestry is unique.
- Innovation and Talent: The country has a vibrant IT and startup ecosystem, a world-class apparel industry, and a growing creative economy.
- Gateway Position: Strategically located in the Indian Ocean, Sri Lanka is a natural hub for logistics, shipping, and regional trade.
- Resilience and Renewal: The ability of Sri Lankans to rebuild after crises demonstrates strength, a trait that can inspire global confidence.
Learning from Others
Other nations have rebranded successfully after crises:
- Rwanda: Once synonymous with genocide, Rwanda is now recognized as a model of stability and innovation in Africa, thanks to deliberate rebranding and reform.
- Vietnam: Emerging from war, Vietnam has become a manufacturing powerhouse by repositioning itself as an attractive, competitive destination for investment.
- Ireland: Overcoming decades of conflict in Northern Ireland, Ireland now positions itself as a European hub for tech giants and startups.
Sri Lanka has similar potential. Its natural assets, human capital, and strategic location give it the tools. What it needs is a cohesive, long-term branding strategy supported by government, businesses, and the diaspora.
The Role of Media and Diaspora
Media plays a critical role in shaping perception. A global communications strategy, one that highlights success stories, showcases investment opportunities, and celebrates cultural exports, is essential. International press engagement, digital and social media campaigns, and partnerships with influencers can all contribute to reshaping the narrative. Equally important is the role of the Sri Lankan diaspora. With millions of Sri Lankans living abroad, they can become ambassadors of the national brand. Encouraging diaspora-led investment, cultural promotion, and storytelling can amplify Sri Lanka’s presence worldwide.
For Sri Lanka, the time to act is now. Global competition is fierce, and countries are vying for attention, investment, and influence. Waiting for perceptions to change on their own is not an option. Branding Sri Lanka is not just a tourism exercise; it is a nation-building strategy. It requires collaboration across government, private sector, civil society, and diaspora. It requires investment in public relations, marketing, and policy reforms that back up the brand promise with real outcomes. Most importantly, it requires confidence; confidence to believe that Sri Lanka’s story matters and deserves to be heard on the global stage.
Sri Lanka is a nation of resilience, beauty, and possibility. Its story is not one of war or crisis, but of survival, creativity, and potential. By reclaiming and reshaping its narrative, Sri Lanka can position itself as a global player, a nation open for business, rich in culture, and full of opportunity. The question is not whether Sri Lanka has the assets to succeed globally. It does. The question is whether we are ready to tell our story boldly and consistently to the world. Because in today’s world, perception is power. And for Sri Lanka, it is time to seize that power, to stand tall, and to show the world not just who we were, but who we are, and who we are becoming. As Farzana Baduel, Co-Founder and CEO of Curzon PR in the UK, reminded us in her recent Daily Mirror column, Sri Lanka’s soft power assets; our culture, our cuisine, our heritage, our creativity, are our greatest untapped strengths. If we can harness them, package them, and present them to the world with confidence, Sri Lanka will no longer be seen through the shadows of its past. It will be celebrated for what it truly is: a nation of brilliance, beauty, and boundless potential.
Let us begin telling our story today; boldly, unapologetically, and consistently. We live in an age where every voice has a platform, where social media can amplify even the smallest spark into a global movement. Let us use those platforms not only to showcase our island’s beauty, culture, and creativity, but also to uplift one another as Sri Lankans, wherever in the world we may be. If a door opens for you, leave it open for another Sri Lankan. If you are given a seat at the table, make room for more of us. Alone, each of us can only go so far. But together, with one voice and one strength, we can break through glass ceilings, push open closed doors, and ensure Sri Lanka is recognised for the brilliance it embodies. Our success will not come from isolated achievements, but from collective pride and shared determination. By standing united, we can carry Sri Lanka’s story across borders and generations, transforming it into a global anthem of resilience, creativity, and hope.
