The judging was led by Dean of Tourism, Prof. Dr. florian Hummel and Martina Leicher the Director of Business consulting working in close collaboration with Messe Berlin. The evaluation was broken down to two stages. Initially the best 15 are picked from each Georgraphical area and then scrutinized in the second pass by another team armed with a more elaborative in depth criteria before the decision is made on the top ten.
Sri Lanka was classified into the most competitive geographical area of Asia/ Australia/Oceania where entrenched completion exists given that most western tourists tour the worlds hot spots in Asia. On fact Asia attracts the highest the best quality tourists as most markets are just opening up such the strategic partnering country for ITB 2015, Mongolia not forgetting the Maldives, Vietnam, Malaysia, Singapore and new emerging market like Myanmar which the western traveller saughts after. Some people say that the global advertising spend on tourism is dominated by Asian countries that include India which means that Sri Lanka coming in at top 4 is big win for Sri Lanka said Chairman Athukorala.
The new leadership of the Ministry of Tourism took a bold move by positioning the country on the theme " Positive Transformation" given the new governments vision of transparency, good governance, equitable development whilst respecting the rights of people which as hailed by the 102 strong world press at Messe Berlin Press Room when the Minister Navin Dissanayake announced it to the world. There after on behalf of The country the Chairman Sri Lanka Tourism Rohantha Athukorala explained how the economy is ranked next to China as the next best growth economy globally as per the French trade organization CORFACE and the value of the brand Sri Lanka this year will outbeat the GDP of the country to be around $75-80 billion dollars which as per brand finance UK means that the country is poised to attract high quality investments, top dollar tourists and command stronger export growth. Given the multi desciplnery exposure Athukorala including working for the UN he went on to highlight how as per the World Bank 'doing business index' Sri Lanka is ranked the best in South Asia beating the power economy India which many in the audience did not know. There after, the proposition of Ceylon Tea earning the right to be the ' Worlds 1st Ethically Manufactured Clean Tea' as per the Kyoto protocol whilst the apparel industry earning the position of being the ' Ethical sourcing destination' in the world of Apparel set the stage for the launch of the Tourism proposition.
" One Island a thousand treasures" was the theme of the Sri Lanka Tourism and once the presentation was over the manner in which the questions were handled by the tourism hierarchy was commented by the President of SLITO " I was proud to be a Sri Lankan today". One of the reporters from Sri Lanka who had been an attendee at the press conference annually commented " it was a very well managed and professionally led press conference" which sure set the stage for the top 4 ranking by the organizers for Sri Lanka.
The Ambassordor for Germany and Switzerland His Excellency Karunatilleke Amunugama said the attendance of the Ambassordor of Germany in Sri Lanka and two ministers from the Government of Germany demonstrates the strong working relationship that exists between the Sri Lanka and Germany. Let us now build on this strong foundation he said.
