Branding Colombo as a destination that deserves more than a transit stop
Another year is soon to pass and another list of what-ifs, should-haves, could-haves, if-only, and a search to blame someone or something will come to pass. One can say, “We tried, it did not work.” But that is a false narrative. Until Sri Lanka Tourism has someone willing to call out poor decisions, they will squander the momentum other stakeholders have worked so hard to create.
Colombo is planning to transform itself from a transit stop into a vibrant destination where tourists are encouraged to stay for up to 72 hours, Colombo Mayor Vraie Cally Balthazaar announced at the AGM of the International Tourism Alliance of Silk Road Cities in China. She outlined Colombo’s vision for tourism, including infrastructure upgrades, implementation of heritage guidelines, and a range of cultural and recreational projects designed to enhance the visitor experience. The Mayor expressed Colombo’s commitment to turning shared ideas into concrete actions that benefit both tourists and local communities.
Here are some points for the Mayor of Colombo to ponder:-
- Colombo (city) branding must be separate: The need here is to brand Colombo similar to how hot spots like Bangkok, Kuala Lumpur or Bali are branded where both the country and the city are identified separately.
- City branding is not just for tourists: The city belongs to the people too. It’s not just about tourists. The city must show that public life matters to all, that the sidewalk belongs to the people despite the chaos that reigns on its roads.
- Colombo must preserve the past: It must coexist with it, “where past meets present” and “old meets new. History must be in the present tense for people to appreciate the city’s timelines.
- The city’s hotel stock will play a major role: In realising the ‘Destination City’ vision and working towards transforming Colombo into a three-day or more destination, quality hotels of all categories to safely accommodate all sorts of visitors that are projected to rise substantially, are needed.
- Build on belonging: Remember that Colombo is not only a location designed to attract visitors, but also home to residents and businesses. Rather than been a mere marketing tool, brand Colombo must foster a sense of belonging and pride within the local community. If the people are proud of their city they will live and showcase the brand to the outside world.
- Don’t leave out the people from the equation: They must be part of the marketing voice and buzz where politeness is a civic vibe extended to locals and visitors alike. Strengthen the city population’s reputation for honesty, openness, friendliness and competence including tolerance.
- How can one describing Colombo in a few words: Safe? Clean? Vibrant or Lively? Culinary delights for every palate? Exploring Colombo feels like unraveling an endless maze,” where every turn reveals something fascinating? What fits best?
Cities compete more than ever for private investments, international headquarters, business conferences, global and regional sports events, political summits, new airline connections cruise ships and international students. Ultimately, it’s all a battle for job growth, prosperity and quality of life, and where the winners get a universal window and a place in the planet.
Shafeek Wahab - Editor, Hospitality Sri Lanka, Consultant, Trainer, Motivational Speaker, Mystery Guest Auditor, Ex-Hotelier
|
|
