Mixed messages from the Tourism Authority and the Ministry of Tourism surrounding the ‘Small Miracle’ brand launched last month are leaving the future of the brand in the post-conflict era in uncertainty.
Sri Lanka Tourism Development Authority (SLTDA) Chairman Bernard Goonetilleke addressed the controversy surrounding the new brand, reported in the Sunday Times last week in which Ministry Secretary George Michael said the President had expressed some concern.
However, Mr. Goonetilleke said there will be no new brand coming. “In my personal opinion, there will always be various opinions expressed in favour or against whatever brand we come up with,” he said.
“When we had the earlier brand, ‘Sri Lanka A Land Like No Other’ there were also various views expressed.”
However, Mr. Michael told the Sunday Times this week that the ‘Small Miracle’ brand might have to be revisited.
“It is under consideration that we might have to revisit it and see if we have done the right thing,” he said. “If it has gone wrong, we have to take action and proceed further but it has to be corrected very soon.”
Mr. Michael said the brand was tested in European countries prior to the launch but local concerns have to be taken into consideration. He added that unfortunately in Sri Lanka, people only asked questions after the launch. “It was known to everybody,” he said.
Mr. Michael also said that there have been no concerns expressed by the industry players so far.