Tourism Promotions through Foreign Ministry in the Post War Era with Special Reference to China

TThis study emphasizes that recognition of tourism through economic diplomacy and Sri Lanka foreign policy to investigate on nations branding activities and Sri Lanka tourism promotion through the diplomatic mission in China after 2009 and Chinese Tourism as a foreign exchange earner in the gross domestic production (GDP) in Sri Lanka from 2009 to 2018. After 2009, Foreign policy is a catalyst and multistakeholder focus between China and Sri Lanka. The Sri Lankan diplomat’s role is improved globalized and digitalized in complex China. Following areas to find solutions in this research papper as a form of Economic Diplomacy and Nations Branding activities to increase the visibility of Sri Lanka as a most important instrument at the foreign policy level :Transformative Tourism Demonstrative Projects (TTDP),Engage Communities, Belt and Road Initiatives (BRI), Chinese expectations, Building Capacities ,Inclusive Tourism, Global Best Practices, Supporting industry networks & connectivity, Corporate participation through Partnerships and Agreements, Together for Tourism all. 

 Research Objectives :This research seeks mapping objectives of the Recognition of Tourism promotion through Economic Diplomacy on Nations Branding through Role of the Diplomatic Mission in Foreign policy in China after 2009 and To examine the Relative Importance of Tourism as Foreign Exchange Earner in the Gross Domestic Production (GDP) after 2009.

Significance of the Study :The finding of this study are Siginificant Foreign policy plays a vital role in both local and overseas. However the vacuum in tourism industry and Diplomat mission’s, promotion and Marketing of the country as a tourist destination in china is underprivileged during the Post War

The significance of a Diplomatic placement in china is to an quantity of degree based on the role of the Tourism promotions through foreign service in smoothing the crossing point with Chinese government, over and above any role the placement might have in developing private-private networking towards public networking .New issues and new actors have stimulated into the forefront. That power is shifting from West bloc to East bloc is general knowledge today Diplomacy today has much to do with promoting & marketing the country as a product through Investment, Export, Government , People, Tourism and culture in China

Methodology:Based on the extracts of literature review the following conceptual framework was developed. The Chinese Inbound tourism after 2009 to Sri Lanka and Diplomatic Relations in China as dependent  variable, and Tourism in Economic Diplomacy for China , Types of Inbound Chinese Tourists, Tourism in Nations Branding for China and Tourism Promotion Methods in China as independent variables

Secondary data is the data already used for other purpose by a person or persons other than people by whom or for whom the data was initially collected. The data consist of information that already exist somewhere, have been collected from websites, books and journalsThis research will mainly focus on two aspects the role of the diplomatic mission in China with special reference Tourism and Nations branding activities in China as a Vehicle of the Economic Diplomacy for Chinese Tourism Promotions Following Three Models will try to find answers for above two aspects 

Conclusion and Recommendation:There is a lot of unexplored potential for the Tourism industry to serve the diplomatic community in Sri Lanka and China. An essential part of a diplomat’s role is to make new contacts and allies in order to build bridges between China and Sri Lanka. The number of state Visits that have taken place between China and Sri Lanka since 2009 indicates that the remarkable diplomatic relations are increasing Between Sri Lanka and China. The Tourism industry has to build partnerships with Chinese Embassy, consulates and other international Chinese organizations for representational purposes. China organizes quarterly, bi-annual and annual regional conferences for Chinese Government in overseas as it is constantly looking out for countries to host global events such as these. Sri Lanka did not have the opportunity of hosting these events in the past because of the fact that the relationship with China was poor. Therefore other countries in the region have benefitted greatly.

The role of Diplomat must be improved Globalization and Digitalized are making Diplomacy ever more complex. This is why foreign policy must first and foremost be a network Catalyst and Multistakeholder policy with China. At glance in brief foreign Policy will disclose many substances that are very different from what a person carried around 20 years ago: Nations Branding and Touirsm that are supposed to help Sri Lanka to find its way in the Chinese Government , to connect Sri Lanka to social network and help to grow larger ones. Tourism is a very prominent industry. It will be the drastic element change in Sri Lankan economy in near future .Sri Lankan Diplomatic relations in China will be definite advantage for Sri Lankan Tourism. In the context of reality these two disciplines do not work together if we combined Foreign Policy  and tourism promotion, it is the perfect blend for Sri Lankan Economy ,Strategic Geopolitical situation and Socio Economic Background , of the country will mutually benefit both field of Tourism and foreign policy between China and Sri Lanka when these subjects are dealt together.

The conceptual model and research design were developed and the constructs were developed along with dimensions and indicators. Further, it focused on the research design including the typologies of Chinese tourists, China as the top spending nation in the world, what do Chinese tourists are desired to have unique Sri Lankan experiences The Role of the Diplomatic Mission in China explains about Four main areas of interests that Sri Lanka has shown towards to China Those interests are namely; Political, Investment, Consular Affairs Tourism. Sri Lankan Government has given special reference to tourism in the main areas of interests. Model of Tourism Promotion in China through the embassy in China has five verticals of Tourism promotions ; Main Stream Experience Promotions, The Visa Process, International Source Markets ,Connectivity Niche Experience. Integrated Nations Branding Model in China for Sri Lanka Tourism examines importance of the Integration between :Government Policy and Economic Diplomacy,Investments,Exports,People, Culture Tourism.It is identified that Tourism is the most suitable tool to promote economic diplomacy through nations branding

Tourism  As form of Economic Diplomacy and Nation Branding Following areas to find solutions in this research papper :Transformative Tourism Demonstrative Projects (TTDP): The four Major Chinese infrassucture Projects such as Mattala International Air Port ,Sea Port in Hambantota and Port City have given a shoulder to Tourism Industry between 2010-2017 to manifest the Long-term Vision in Tourism Sri Lanka Engage Communities: Both Chinese and Sri Lankan People are very Fascinated with Tea.Tea is the Connecting Bridge between both nationals with people to people relationships stronger and stronger for Tourism Belt and Road Initiatives (BRI) :Over Last five years Sri Lanka Strengthen the ties with China for Belt and Road Initiatives via Silk route Economic belt and Maritime Silk Road with following five elements:Policy Coordination,Connectivity,Trade ,Financial Integration,People to People Relations

New issues and new actors have stimulated into the forefront. That power is shifting from West bloc to East bloc is general knowledge today Diplomacy today has much to do with promoting & marketing the country as a product through Investment, Export, Government , People, Tourism and culture in China

Chinese expectations for Sri Lanka tourism: Chinese Tea from Chinese experience, utilizing waterways for tourism, thoughts regarding granting visa-free entry to Sri Lanka from China, impact of internal travel / internal flights on tourism, recommended kinds of accommodation for middle earning Touirsts and whether Chinese as a language should be improved. Key take away themes such as Trying local cuisine, visiting historical sites,Shopping for local products, Pilgrimages-Buddhist Tourism,Bird, Dolphin & whale watching,Surfing, Wreck Diving, Scuba and Kite Surfing anf Weddings & Honeymoon.

Building Capacities and Enhancing Community Contribution For Inclusive Tourism :areas such as overall thoughts about the topic, mechanisms to bring in young talent to the industry, ways in which to, mechanisms of including smaller communities in the industry and inclusiveness Sri Lanka has an Emerging Tea Culture is Embedded with Tea Tourism  around main City Colombo and Suburbs. Kandy and Galle are Continually improving the Tea Experience Process .Also Low Country Middle Country and Up Country Embraced with Tea Manufacturing Process.

Lessons Learnt from Global Best Practices: such as Sri Lanka beyond the themes of sun, sea and sand, provided ideas for improvement based on their own experience, inclusiveness and destination branding, involvement of SLTDA, micro and macro level improvements that would make a difference, opportunities to diversify Sri Lanka tourism products, innovation how to update the current curriculum for more youth involvement and customer relationships were discussed. Promotion of Tourism Partnerships through the all Stakeholders such as The Emabassy,Air Lines Hotel Groups ,Cruise Companies and Niche Tour Operators. Shangri La Hotel companies entered to Sri Lankan Economy in 2012 for mix development projects of hotels, shopping malls , Offices and Luxury Apartments in Colombo and Hambantota. 1st Shangri La Golf Resort and Spa Declared open to Sri Lanka in 2016 Hambantota. In 2017 Shangri La Hotel in Colombo was Opened to the public whilst others projects are due to complete in late 2019 and early 2020

Industry networks, hotels, media & DMCs:.about targeting 4 million arrivals by year 2020, challenges faced by Sri Lanka in attracting Chinese customers, prospects for events sector considering Sri Lanka tourism, as well as ideal products applicable for Sri Lanka were discussed. The Content and Alignment of the Band should be published in the Chinese media the Mission Facilitates Media Crew’s Consular Affairs such as quick visa process is a classic example for Brand Alignment and Content. Operate Communication and Media Relations supports the Sri Lanka Tourism in China. The Embassy focuses on storytelling , consistent baseline messaging as Sri Lanka is a safety destination and embrace the authenticity. Also all Media crews should emphasized on Taylor made Itinerary, VIP Progammes , Best Practices and blogs

Aviation / Maritime-Enhancing Connectivity-Airlines and Agencies:. increase of demand for Chinese Promotion campaign and similarities of China, challenges in marketing Port City project with a follow up discussion about support provided by Air China to make the project a success, steps taken to ensure Sri Lanka customs officers possess the soft skills required to effectively and efficiently handle the targeted arrivals, importance of implementing best practices around the world in Sri Lanka related to airport & aviation, information regarding connectivity and importance of brand positioning for Sri Lanka were discussed. Key take away from the discussion emphasized the importance of planning and implementing processes to take in to consideration every touch point of the customer experience. Sri Lanka as a Good Sound Tourist destination for Chinese outbound tourism main element is to have a uninterrupted Air connectivity. As digitalized and networked diplomat the ways and means of the connectivity system should be prioritized. As per Civil aviation Authority of Sri Lanaka Following Measures have taken to rise up the Connectivity with China. China Eastern Airlines was commenced flying to Sri Lanka in 2010.China and Sri Lanka Entered to an Agreement to Increase Flights Frequency up to 70 per week uninterruptedly in 2016. In 2018 Connectivity has expanded up to 05 destinations in China. Figure 4.4.5 explains about the no of seats and frequency per week.2010-2017 time period china expands direct flights to Sri Lanka from multiple destinations such as Bejing, Shanghai Guangzhou, Chengdu and Kumming Under BRI Initiatives following Dimensions are visible for Nation’s Branding activities PORT CITY Project, Colombo International Terminal and the Hambantota Port. These Initiatives are more emphasized by the Trade in Sri Lankan Economy which particularly links to Sri Lankan tourism. Also Tourism in Sri Lanka will be considered Economy.  

Strengthening the corporate participation for implementation of tourism strategies, initiatives : taken by Export Development Board , initiatives taken by Board Of Investments to entice tourism investments, cohesive strategy to promote Sri Lanka as a tourist destination and what is private sector contribution, the heritage art of Batik and creation of global brands with a local focus and importance of international recognition and advise related to becoming internationally recognized restaurant, government role in creating hotel clusters, support provided to promote service related industries and brand value propositions applicable for Sri Lanka in China were shared. Partnerships and Agreements: eight bilateral agreements and MOUs with China were Signed by Intergovernmental Level with China during 2005 to 2015. Also Five otcase about the Policy Direction of the Both Government .Bilateral Free Trade Agreement is due to both Sri Lanka and China in future for clear policy direction.  Financial Integration: Sri Lanka Institute of Policy Studies says Existing Foreign Direct investments in Sri Lanka as part of the BRI amount to approximately US$8 billion, while China has offered up to an additional US$ 24 billion in financing

Together tourism for all: what Sri Lanka should do to position itself differently, impact of Sri Lankan airlines pulling out of Chinese market, things could consider to make Sri Lanka a competitive destination, improving the quality of Sir Lanka tourism product, millennial model and its impact on tourism, mechanisms of focusing on luxury tourism, top 3 factors to attract high-end corporates, impact of implementing casinos in Sri Lanka, steps that can be taken digitally to collect taxes from unregistered properties, formalizing the informal sector, role of the banking system to support the informal accommodation sector of Sri Lanka, initiatives taken by Sri Lankan airlines to promote Sri Lanka as a destination, steps that can be taken to attract high spending travelers online, what more can we do to increase the visibility for Sri Lanka as a destination and general suggestions to policy makers were discussed. 

 Key Words: Foreign Policy, Economic Diplomacy, Nation Branding, Foreign Exchange Earner, Diplomat’s Role, Catalyst, Multistakeholder