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CAA to conduct spot-check inspections at rice mills

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December 08, Colombo (LNW): The Consumer Affairs Authority (CAA) has scheduled an intensive round of inspections today (08) at rice mills located in the Polonnaruwa region.

The inspections aim to regulate the rice industry and ensure compliance with the newly established price controls.

A spokesperson for the CAA confirmed that officials would be gathering detailed reports on the daily rice production figures, current stock levels, and the quantities of rice being supplied to the market.

These spot-checks are aimed at verifying whether rice mill owners are adhering to the guidelines set out by the government and ensuring that rice distribution is transparent and accurate.

The move follows recent directives from President Anura Kumara Dissanayake, who has instructed the CAA to extend these inspection efforts to all rice mills nationwide.

The spot-check activity will collect essential data regarding rice production, stock, and distribution, with the goal of curbing any potential price manipulations or shortages in the market.

The President has taken steps to address concerns over the cost of rice, which has been a point of contention among consumers. Following a productive discussion with rice traders yesterday (07), the President announced the introduction of new maximum retail and wholesale price limits for various rice varieties.

The move is aimed at stabilising rice prices and ensuring affordability for consumers during the festive season.

To further enforce these price controls, the President also directed that CAA officers would be stationed at rice mills starting today, tasked with closely monitoring operations and ensuring strict adherence to the newly set price caps.

Any mill owners failing to comply or found in violation of the regulations will face legal consequences as part of the government’s commitment to protecting consumers from unfair pricing practices.

Health inspectors launch festive season food safety drive

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December 08, Colombo (LNW): In anticipation of the busy festive season, the Public Health Inspectors’ Union (PHIU) has rolled out an extensive inspection programme aimed at ensuring the safety and hygiene of food and beverages sold in high-traffic areas.

The initiative, which comes as part of ongoing efforts to safeguard public health, will see inspectors conducting thorough checks on food vendors and establishments across the country.

Upul Rohana, president of the PHIU, revealed that approximately 1,750 Public Health Inspectors (PHIs) have been mobilised to carry out this crucial task.

The inspection programme will cover a wide range of locations, including popular shopping districts, markets, and other busy areas where people are likely to gather during the festive period.

In addition to monitoring food safety in such high-traffic locations, the union has highlighted that inspections will also extend to the raw materials used in food preparation.

This measure aims to ensure that the ingredients used in festive treats meet health and safety standards, helping to prevent any potential foodborne illnesses during the celebrations.

Since the start of December, PHIs have already carried out over 150 surprise raids across the country. These inspections have focused on identifying health and safety violations, with a particular emphasis on food hygiene, sanitation, and the proper storage of ingredients.

Rohana emphasised the importance of these inspections, noting that the festive season often sees a surge in food-related activities, making it even more critical to monitor vendors and food outlets to ensure they adhere to strict health standards.

The PHIU president reassured the public that the inspections are being carried out diligently, with the goal of providing peace of mind to consumers and promoting food safety during one of the most popular times of the year.

Low-pressure area formed over southeast Bay of Bengal likely to intensify further: Showers expected (Dec 08)

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By: Isuru Parakrama

December 08, Colombo (LNW): The Low-Pressure Area formed over southeast Bay of Bengal is likely to intensify further and move west-northwestwards during next 24 hours, the Department of Meteorology said in its daily weather forecast today (08).

It is likely to reach over southwest Bay of Bengal off Sri Lanka – Tamil Nadu coasts around December 11, and under its influence, showery conditions are expected to enhance in the Northern and Eastern provinces from December 10.

The Northeast monsoon condition also expected to establishing gradually over the island along with above condition.

Several spells of showers will occur in Northern and Eastern provinces.

Showers or thundershowers may occur at several places in Western, and Sabaragamuwa provinces and in Galle, Matara, Nuwara-Eliya and Kandy districts during the evening or night.

Fairly heavy showers about 75mm are likely at some places in Western, and Sabaragamuwa provinces and in Galle, and Matara districts.

Misty conditions can be expected in Central, Sabaragamuwa, Southern, Uva, Western and North-western provinces during the morning.

The general public is kindly requested to take adequate precautions minimise damages caused by temporary localised strong winds and lightning during thundershowers.

Marine Weather:

Navel and fishing communities, engaging activities over South-west Bay of Bengal are requested to be attentive to the future forecasts and bulletins issued by the Department of Meteorology in this regards.
Condition of Rain:
Showers will occur at a few places in the sea areas extending from Batticaloa to Kankasanthurai via Trincomalee. Showers or thundershowers will occur at several places in the sea areas off the coast extending from Colombo to Hambantota via Galle during the evening or night.
Winds:
Winds will be North-easterly in direction in the sea areas around the island. Wind speed will be (30-40) kmph.
State of Sea:
The sea areas around the island will be slight to moderate. Temporarily strong gusty winds and very rough seas can be expected during thundershowers.

Sri Lanka Original Narrative Summary: 08/12

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  1. President Anura Kumara Dissanayake has set new maximum prices for various rice types following a meeting with rice traders: Nadu rice will be sold at Rs. 225 wholesale and Rs. 230 retail per kilo: The President instructed the Consumer Affairs Authority to monitor compliance and enforce regulations: He also emphasised affordable rice access, urging traders to cooperate with the government.
  2. A US delegation led by Assistant Secretary Donald Lu met with Opposition Leader Sajith Premadasa in Colombo: The talks, also attended by Deputy Treasury Secretary Robert Kaproth and US Ambassador Julie Chung, covered key social, economic, and political issues facing Sri Lanka: The meeting included representatives from USAID and prominent members of Sri Lanka’s opposition parties.
  3. The government will introduce new regulations prohibiting the use of minors under 12 in advertising starting January 1, 2025: Deputy Minister of Mass Media Dr. Hansaka Wijemuni announced this in Parliament, stating that a Gazette notification is being prepared to formalise the prohibition: The move aims to protect children from exploitation in the advertising industry.
  4. Public Administration Minister Prof. Chandana Abeyratne says the government has no plans to lay off public sector employees but will focus on improving productivity: He emphasised that downsizing could trigger a crisis, but productivity would be considered in future recruitment: Senior Presidential Advisor Duminda Hulangamuwa warned of the need to reduce the public sector workforce due to financial constraints, as the sector costs Rs. 1,700 billion annually.
  5. Sri Lanka Customs has warned the public against falling victim to automobile smugglers as vehicle imports remain banned: Smugglers are attempting to clear dismantled luxury cars through various methods: Customs recently seized a reconditioned Toyota Prius and has previously confiscated a Mercedes Benz, BMW, and several hybrid cars: Authorities caution that buying smuggled cars at lower prices can result in legal consequences.
  6. Accidents involving tourists engaging in unsafe behaviour on upcountry trains are increasing, prompting calls for stricter safety measures: Tourists often lean out of doors, hold footboard handles, or take selfies, unaware of the dangers: Recently, an Iranian woman sustained critical head injuries after striking a tunnel while taking a selfie, and other incidents have led to severe injuries and fatalities: The Railway Department urges tourists to avoid unsafe behaviour during their stay in Sri Lanka.
  7. Strong opposition mounts against the Ceylon Electricity Board’s (CEB) proposal to maintain current electricity tariffs for the next six months: Critics argue that the public should benefit from increased hydroelectric power generation due to heavy rainfall: Despite recent tariff reductions, the CEB’s proposal suggests minimal adjustments, sparking public discontent: The Public Utilities Commission (PUCSL) will announce its decision by January.
  8. Former State Minister Lohan Ratwatte who was arrested for causing a road accident while driving under the influence of alcohol was remanded till December 09: The accident occurred near Kollupitiya Junction, and investigations confirmed his intoxication: Ratwatte had been released on bail just days earlier in a separate case involving an illegally imported luxury car.
  9. Lankeshwara Mithrapala, owner of ‘New Rathna’ Rice Mill, has invited Trade Minister Wasantha Samarasinghe to inspect his rice production facilities following accusations in Parliament about large-scale rice millers stockpiling: Mithrapala defended his operations, stating that his company maintains stocks to ensure a consistent supply until the next harvest: He emphasised that he manages stocks to sustain production and market supply until February 1.
  10. Kyle Verreynne’s aggressive 100 helped South Africa reach 358, but Sri Lanka fought back strongly on day two: Pathum Nissanka’s 89 and a solid 109-run partnership with Dinesh Chandimal put Sri Lanka in a strong position, with Angelo Mathews (40) and Kamindu Mendis (30) unbeaten at stumps: Sri Lanka is well-placed to take the lead, putting pressure on a struggling South African attack.

AS WE SAID, THE DG WILL HAVE TO ENTER THE RUGBY ELECTION IN A LEGAL MANNER

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December 06, (LNW) Colombo:
Despite our consistent demonstration that the decisions made by
the Director General of the Department of Sports Development
concerning Sri Lanka Rugby were flawed, he has been compelled
to withdraw his actions following a court order that prevented his
official appointment as the administrator of Sri Lanka Rugby.
The previous rugby administration was dissolved on the grounds
of failing to hold the election on time, after which the Director
General was appointed as the governing authority. His ongoing
interference in rugby, including the reappointment of the former
chairman as a resource person, is highly unethical.
The unfortunate part is that he took no steps to rectify any of those
decisions. Instead of pursuing meaningful and ethical solutions,
he sought to further abuse his power by attempting to alter the
rugby constitution. We have previously noted that his actions bear
some resemblance to the behavior when ‘King Yasa’ temporarily
transferred his throne to the gatekeeper named ‘Suba’. That
example would be fitting for his attempt to destroy the existing
rugby constitution from his position of power, instead of guiding
those constitutionally empowered to make decisions in rugby to
act in accordance with the advice of World Rugby.
The frustration of those who were excluded from voting in the
Rugby League, the loss of votes for the Director General, and the
misuse of power resulting from his transfer of authority to the
former president, along with the clear historical facts that were
not presented to him during his tenure, were all overlooked. As a
result of this oversight, the work carried out by those responsible
for these mistakes outside Sri Lanka, as well as those who bear
international responsibilities, was disregarded.
Despite being the competent authority of Sri Lanka, the Director
General, who attended the Asian office election, was unable to
exercise his right to vote. We don’t know whether those who have
the right to vote in the Rugby Constitution will understand what
it feels like to have that power removed, whether through the loss
of the opportunity to express their opinions.
The procedure for conducting elections
As we have repeatedly pointed out, the Director General has had
to agree to act in accordance with the Rugby Constitution in court.
If he was in the hands of former ministers and other people with
whom he worked closely in Rugby, then it should be clear to the
Director General that all those people were using him to destroy
the Director General’s illustrious sporting and military
professional history.
The decision he made in the guise of a lion was legally binding
for him to change in court. This means that the process he
followed by disregarding the Rugby Constitution and attempting
to amend the Constitution without giving due opportunity to those
entitled to vote in it was wrong. As a result, he has been compelled
to issue a letter agreeing to the court order dated December 5,
2024 (CA/WRT/0438/24), which mandates convening a special
general meeting before the election, excluding the constitutional
amendment from the agenda, and ensuring that the newly elected
administration, in accordance with the Sri Lanka Rugby
Constitution, engages with the World Rugby to make decisions.
The true story of our intervention
The Director General has now been compelled to accept the
conclusion we reached months ago: that the special general
meeting and the election of officers should proceed with the
judiciary clarifying the legal framework, and that any
constitutional amendments should be undertaken by the incoming
rugby administration. Accordingly, those advising him will also
need to outline the legal implications of what unfolds tomorrow
and communicate them clearly. If they perceived showing the
correct path as a critique or condemnation, the Director General
must reconsider who truly guided him to avoid this
embarrassment.
We also wrote about how the constitutional amendment should
consider how a major and A-grade rugby club should have voting
rights in some way. We propose that A- and B-grade rugby should
be merged in some way to increase the competitiveness of rugby
in the country. The team that finishes last in the A-grade rugby
league tournament should be relegated to B-grade, while the team
that finishes first in the B-grade tournament should be promoted
to compete in the A-grade league tournament. Unless this is
addressed annually, the growth of rugby talent in this country will
remain slow and incremental.
Unless this is implemented, the gap between A and B-grade rugby
will continue to widen. The recognition, professionalism, and
social attention towards the B-grade tournament and the teams
involved will decline. The Director General’s decision to promote
the Sri Lions to Group A is a crucial step in addressing and
changing this situation. Accordingly, at the end of this year’s
tournament, two teams could be relegated, limiting Group A to
eight teams as has been the case since 2026, and sending the last
team in Group A to Group B, and the first team in Group B to
Group A. It is a small but significant step that will encourage more
teams to enhance the quality of rugby and elevate it to a higher
competitive level.
Ministers, Officials and Rugby
The actions taken by Namal Rajapaksa during his tenure as Sports
Minister led to a conflict between the Asian President and Rizly
Illyas, who was working hard to revive rugby at the time. The
Minister, despite having a former Sri Lanka Rugby captain, not
only bypassed the Sri Lanka Rugby Federation and engaged
directly with the Asia President, but also appointed an advisory
board to the Sri Lanka Rugby administration in collaboration with
the Asia President.
Although the media has made a lot of noise about the fact that Sri
Lanka has been fined £50,000 for fielding foreign players during
Namal’s playing days, and that the amount will be paid back from
the aid money received by Sri Lanka by the people who
contributed to the mistake, no minister has paid any attention to
them. Therefore, those who make such mistakes have been able
to win the blessings of the Asian Association, responsibilities and
the love of ministers to elevate Sri Lankan rugby.
Ultimately, based on a private WhatsApp conversation with the
Asia President, under the guise of promoting the independence of
rugby in the country, the Sri Lankan President was forced to step
down without a proper investigation or even a charge sheet into
the Asia President’s actions. This situation unfolded while Sri
Lankan politicians and officials were supporting and agreeing
with that decision.
Everyone from Namal to Roshan to Harin acted incorrectly in this
situation. Namal and Harin may not have made the right decisions
regarding these individuals and their involvement in rugby-
related matters. However, that does not befit a sports minister.
Even though Roshan Ranasinghe had no direct involvement in
rugby, the very individuals he sought advice from, treating them
as experts, are the ones accused of borrowing money and must
now explain how the rugby account ended up in debt.
However, the new minister understood this problem. We believe
the secretary must have grasped it through his own experience.
The deputy minister, a former athlete at Reed before he built a
rugby field, has firsthand knowledge of rugby, having both heard
and seen it in action. Therefore, the Minister and the Secretary
may have sought advice from the Deputy Minister to identify
imitations and gold.


Future steps
At this point, the Director General must have had to appear before
the court to stop the destruction of the joy of rugby in Sri Lanka
for over two months because he was convinced that the political
leadership above him, as well as the administrative leadership,
needed to work properly. We are confident and optimistic that
political authorities, administrative officials, and the newly
appointed official board for rugby administration will take into
account the positive suggestions we have made in this note
moving forward. Now that we have agreed to implement the
correct legal procedure for the Rugby election, we hope that the
new Minister and Deputy Minister will also be aware of this. The
board of officers to be elected at the election, following the
special general meeting on the 20th, will not be able to ignore past
mistakes.

BOC Partners with Sri Lanka Post to Enhance Rural Financial Access

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The Bank of Ceylon (BOC) and Sri Lanka Post have joined forces in a landmark partnership aimed at improving access to banking services across Sri Lanka. This initiative leverages BOC’s banking expertise and Sri Lanka Post’s vast network, beginning with 100 post and sub-post offices, to provide financial services to underserved communities nationwide.

The partnership was officially launched in Colombo, with key dignitaries in attendance, including Central Bank Governor Dr. Nandalal Weerasinghe, BOC Chairman Kavinda de Zoysa, Postmaster General Ruwan Sathkumara, and other senior officials. A Memorandum of Understanding (MOU) was signed, signifying the shared commitment of these long-established institutions to address financial inclusion challenges.

At the heart of this initiative is BOC Connect, an agent banking model introduced in 2021. Now integrated with Sri Lanka Post’s trusted network, it allows communities to conduct everyday banking—such as deposits, withdrawals, bill payments, and fund transfers—closer to home. This reduces travel time and costs for rural residents while offering an environmentally friendly approach to banking.

BOC Chairman Kavinda de Zoysa emphasized the collaboration’s transformative potential: “This partnership brings together two of Sri Lanka’s most trusted institutions to create accessible, convenient, and reliable banking solutions for rural communities.”

Security and convenience are central to the service. Transactions are verified using one-time passwords (OTPs) sent to customers’ mobile phones, coupled with National Identity Card (NIC) checks. This dual-authentication system ensures a seamless and secure banking experience, particularly benefiting groups like the elderly, differently-abled individuals, and small business owners.

BOC General Manager/CEO Russel Fonseka highlighted the operational benefits: “By linking urban and rural financial systems, this model empowers small businesses and facilitates remittances, making financial inclusion a reality for all Sri Lankans.”

Families reliant on foreign remittances will also benefit, as the service offers a convenient way to access funds without long commutes. Additionally, availability on Saturdays adds flexibility for busy customers.

Postmaster General Ruwan Sathkumara expressed optimism about the partnership: “By collaborating with Sri Lanka’s largest state bank, we aim to provide secure, technology-driven financial services that benefit all Sri Lankans.”

Equipped with advanced Point-of-Sale (POS) systems and trained staff, Sri Lanka Post is well-positioned to deliver accurate and efficient banking services. The initial rollout of 100 locations is just the beginning, with plans for a nationwide expansion to ensure equitable access to financial services.

This partnership marks a significant step toward bridging urban-rural financial gaps and solidifying Sri Lanka Post’s role as a community-focused institution.

Colombo Dockyard Seeks Investors amid Financial Challenges

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Colombo Dockyard PLC has announced plans to seek potential investors to secure its long-term sustainability after suffering significant financial setbacks. The company, a key player in Sri Lanka’s shipbuilding and repair industry, faced severe challenges due to delays in vessel deliveries during the economic turmoil triggered by central bank rate cuts.

In a letter to the Colombo Stock Exchange, the firm stated that its Board of Directors is actively exploring investment opportunities to revitalize the business and ensure its future growth. 

For the third quarter of 2024, Colombo Dockyard reported a sharp decline in revenue, falling from Rs. 7.9 billion in the same period of 2023 to Rs. 5.1 billion. 

Despite the drop, net losses improved from Rs. 6.7 billion to Rs. 1.35 billion, reflecting better cost management. Over the nine months ending September 2024, the company recorded a net loss of Rs. 1.63 billion on reduced revenue of Rs. 18.8 billion, compared to Rs. 29.1 billion in 2023.

A SWOT analysis highlights the firm’s strategic location and diverse service offerings as strengths, but financial instability and liquidity issues remain pressing concerns. Colombo Dockyard relies heavily on global shipping demand, which has been volatile. 

The company acknowledged the need for external funding, including foreign investment, to sustain operations and enhance its competitiveness. Potential investments could focus on technological upgrades and service expansion.

The company attributed part of its struggles to delays and cost overruns during the COVID-19 pandemic and subsequent currency crises, which hampered its ability to deliver cable-laying vessels. 

A low bid price to enter the cable-laying market compounded its difficulties. Despite these setbacks, the firm’s ship repair business continues to generate cash, and progress is being made on building four hybrid bulk carriers for Misje Eco Bulk AS of Norway. Colombo Dockyard also secured an engineering project in the Maldives and plans to expand its ventures into higher-value markets.

To address liquidity issues, Colombo Dockyard has established credit lines with banks and is pursuing preferential funding options. 

However, financial guarantees for large contracts remain critical, and the firm is under pressure to resolve its challenges promptly. 

The company was placed on a Colombo Stock Exchange (CSE) watchlist after its auditors raised a going concern caution. If unresolved within 15 months, the firm risks trading suspension and eventual de-listing.

Colombo Dockyard’s Board of Directors has pledged to maintain transparency and provide updates on strategic investment efforts. The firm aims to implement remedial actions within 12 months, with deviations reported promptly. The search for investors underscores its commitment to overcoming current hurdles and driving future growth.

CEB Chairman Rules Out Further Electricity Subsidies for low-income users

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Dr. Tilak Siyambalapitiya, Chairman of the Ceylon Electricity Board (CEB), recently stated that additional reductions in electricity bills for low-income users are not viable, citing the current 80% subsidy extended to this group.

Speaking during a panel discussion on the energy sector, Dr. Siyambalapitiya highlighted the financial burden of the existing subsidy framework and emphasized the importance of sustainable practices in the sector.

“Low-income households currently enjoy an 80% subsidy. For a bill of Rs. 1,000, they pay just Rs. 200. This is funded through cross-subsidization, where commercial users pay Rs. 1,400 for a Rs. 1,000 bill, and industrial users pay Rs. 13,000 for a Rs. 10,000 bill,” he explained.

Sri Lanka has implemented notable tariff subsidies for low-income households and specific user groups. As of 2024, the key features include:

Low Consumption Households (Under 30 Units): The unit price was reduced from Rs. 8 to Rs. 6, and the fixed monthly charge was lowered from Rs. 150 to Rs. 100.

Households consuming less than 30 units experienced a total bill reduction of up to 33%, while moderate users (31–90 units) saw reductions of 28–30%.

Religious institutions received a 30% reduction in electricity tariffs.

These changes, introduced by the Public Utilities Commission of Sri Lanka (PUCSL), aim to ease financial strain on low-income groups and improve energy affordability.

Dr. Siyambalapitiya’s remarks follow assurances from Cabinet Spokesman and Minister Dr. Nalinda Jayatissa, who earlier this week promised significant benefits for the public in the upcoming electricity tariff revision. The CEB is scheduled to present the revised tariff proposal to the PUCSL on December 6.

Dr. Siyambalapitiya clarified that Sri Lanka’s electricity sector operates without government or international subsidies, relying instead on a policy of balancing income and expenditure without aiming for profit. While subsidies for certain consumer groups are embedded in this model, there is no scope to increase the existing levels further.

“We must gradually reduce the percentage of subsidies provided. There are limits to how much subsidies can be expanded. Financial sustainability, not further subsidy expansion, should be the priority,” he emphasized.

The Chairman also expressed optimism about long-delayed energy projects, noting progress under the current administration. “We look forward to advancing projects that have been stalled for 40 years, ensuring they move forward at the right time and the right price,” he remarked.

POIASL Urges Lifting Oil Palm Ban for Economic Revival

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The Palm Oil Industry Association of Sri Lanka (POIASL) has reiterated its demand for the government to lift the ban on oil palm cultivation, emphasizing its economic, environmental, and strategic advantages.

During its fifth Annual General Meeting (AGM), POIASL President Dr. Rohan Fernando criticized the ban as an “ill-conceived ad-hoc decision” lacking scientific evidence and rooted in personal agendas.

The ban, introduced in April 2021 under former President Gotabaya Rajapaksa, cited environmental concerns raised in a 2018 Central Environment Authority report. It called for phasing out cultivation within ten years. 

However, concessions were later made to allow palm oil imports for essential industries like confectionery. Dr. Fernando argued that such inconsistent policies have adversely impacted the economy, as Sri Lanka continues to rely on costly edible oil imports despite the high efficiency and economic potential of oil palm. Globally, oil palm accounts for over 40% of vegetable oil demand, often hailed as the “golden crop.”

Dr. Fernando highlighted the potential of oil palm cultivation to generate employment in farming, processing, and distribution while reducing dependence on imports, thus conserving foreign exchange reserves.

 He also urged collaboration with major palm oil-producing nations like Indonesia, Malaysia, and India. India, under Prime Minister Narendra Modi, is accelerating its oil palm cultivation program, targeting three million hectares by 2030. 

Dr. Fernando noted that while neighboring India is expanding its plantations to achieve import substitution, Sri Lanka remains the only country to impose a complete ban, harming its economic interests.

Environmental Impact Studies conducted by POIASL indicate that expanding oil palm cultivation could have met 50% of Sri Lanka’s edible oil needs by 2025. In 2014, the government approved planting on 20,000 hectares to address rising demand, which now stands at 80,000 metric tons annually.

 However, the ban disrupted this progress, forcing reliance on imports. Despite lower duties on imported coconut oil, the cost to Sri Lanka’s foreign exchange reserves remains significant.

Dr. Fernando stressed that oil palm’s productivity is nearly four times that of coconut oil, making it a more efficient solution for meeting domestic demand and enhancing foreign exchange earnings. 

He expressed optimism about the new administration’s focus on food security, poverty alleviation, and economic growth, which could pave the way for revisiting the ban.

The AGM also discussed countering misconceptions about oil palm and strengthening the association’s advocacy efforts. Dr. Fernando remains hopeful that the government’s future decisions will align with lessons learned globally, especially from India’s approach to balancing demand and local production.

The POIASL concluded the AGM with a renewed commitment to pushing for policy changes and replanting initiatives, emphasizing that oil palm cultivation could be a strategic move to revive Sri Lanka’s struggling economy.

Unified Nation Branding Strategy for SL Tourism Growth in the offing 

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Sri Lankan authorities are set to host a tourism conference in January to finalize a comprehensive nation branding strategy aimed at boosting the industry, which is currently experiencing significant growth. Sri Lanka Tourism Chairman, Buddhika Hewawasam, revealed this initiative to TTG Asia, emphasizing the need for a unified approach to enhance the country’s global image.

The existing tagline, “You Will Come Back for More,” developed in 2022 during the economic crisis and post-COVID-19 recovery, will be discontinued. Hewawasam noted that while the tagline served its purpose of regaining tourist interest, it is no longer aligned with Sri Lanka’s current international recognition. “We need a fresh strategy that resonates with diverse markets,” he explained.

The new strategy will leverage Sri Lanka’s global identity, particularly its reputation for Ceylon tea and cricket, two of the country’s most celebrated exports. Hewawasam stressed the importance of developing a cohesive national brand to promote these cultural symbols while also aligning with the broader tourism goals.

Tourist arrivals have seen a sharp rise, with 1.8 million visitors recorded from January to November 2024, up from 1.3 million in the previous year. Sri Lanka is on track to surpass its target of over two million visitors, with key source markets including India, Russia, the UK, Germany, and China.

In January, a public relations firm will be appointed to spearhead the promotional campaign under the unified branding. Hewawasam highlighted the shift from standalone taglines to a long-term nation branding approach that positions Sri Lanka as a year-round travel destination. This includes improving tourism products and services to meet global standards.

Over the past two decades, Sri Lanka has frequently changed its campaign branding, using individual taglines for specific initiatives rather than creating a unified identity. This inconsistent approach has often diluted the country’s global image. The upcoming nation branding strategy aims to address this by presenting a cohesive and synergized portrayal of Sri Lanka through its tourism, products, and services.

Stakeholders believe that a well-executed national brand will not only enhance tourism but also drive higher export value, attract foreign investments, and position Sri Lanka as a prime destination for business and commerce. “A unified national brand reflects the country’s core values and creates a solid understanding of what Sri Lanka represents globally,” Hewawasam stated.

This pivotal shift marks an opportunity for Sri Lanka to redefine its position on the global stage, presenting itself as a destination rich in culture, natural beauty, and unique experiences, backed by a strong national identity.