“Ceylon Tea being one of the most sought after thirst quenchers, globally consumed by around 30 million people, has promoted the country across the world together with Sri Lanka Tourism which to my mind is one of the most powerful nation brand building strategies that Sri Lanka has seen,” commented SLTPB Chairman Dr. Rohantha Athukorala.  “It’s a win for the country as the guru of nation branding Simon Anholt says ‘let the people experience your country and savour its delight and not just sexy advertising and PR gimmicks’.”

“Together with the Tea Board we have developed a structured systematic process. Based on the Tourism Master Plan move, after we received Board approval on taking part in a global fair, the Sri Lanka Tourism Promotions Bureau wrote to the Tea Exporters Association (TEA) copying the Sri Lanka Tea Board inviting private sector tea companies who work in the respective market to join the Sri Lanka Tourism Pavilion to be featured in the Ceylon Tea boutique.

“The contenders via TEA informed Sri Lanka Tourism and sent the stocks via the Sri Lanka Tea Board to the Sri Lankan embassy or consulate who makes them available in the Sri Lanka Tourism Pavilion. Post the event we do an evaluation of the number of cups of Ceylon Tea served and the comments received that is shared with the respective stakeholders,” he added.