With the LTTE rebels virtually wiped out, Colombo launched a campaign to sell brand Sri Lanka in the Middle East to woo tourist, saying the "entire country" will soon "open-up".

Sri Lankan deputy tourism minister Faiszer Musthapha introduced the proposed new brand strategy to the Middle East market on Sunday, highlighting the effective eradication of terrorism which has been a key drawback in developing the country as a tourist destination during the last 25 years.

"We have caged the tiger and restricted the terrorists to less than 4 sq km. Due to the human shield, the Government of Sri Lanka is unable to clear this area in an overnight operation," he said.

"But soon, LTTE terrorism will have no standing in Sri Lanka which will open-up the entire country for tourism, followed by the much awaited new brand strategy, introduced this month, to the international market," Musthapha said.

The new brand "Sri Lanka, A Small Miracle" -- the positioning that was conceptualised following months of research by AC Nielson and strategic planning sessions -- will replace the current tagline "Sri Lanka, A Land Like No Other."

As part of the communication campaign, many promotions, road shows, and press conferences have been planned across fifteen cities in ten countries to attract tourist arrivals into the island.

"The objective of Sri Lanka Tourisms re-branding exercise was to create a single core idea that can change peoples perception of the country," said Dileep Mudadeniya, the Managing Director, Sri Lanka Tourism Promotion Bureau.

The challenge faced by Sri Lanka Tourism during the brand strategy planning session in 2006, was to find an idea that embraces the truth of the country which is relevant to the potential visitor; then communicate that idea through every material item that is produced, thus establishing an integrated marketing communication approach, he said.

"The positioning strategy was based on the key aspects of the destination  Diversity, Compactness, Authenticity -- an Island which differentiate the destination from other competitors."

Its friendly people truly combine these rich and diverse treasures so amazingly concentrated in this small island to provide the most pleasant, diverse, and authentic holiday experience no other Asian destination could so conveniently offer, he added.

Destination Representation Companies (DRCs) were appointed in key markets  namely in Middle East, France, Germany, Russia, and India to implement the creative execution of the new brand positioning of Sri Lanka.