The recent launch of the City of Dreams integrated resort by Melco has reignited debate over the future of Sri Lanka’s tourism identity, with some commentators calling for the country to position itself as the “Macau of India.” However, MTI Consulting has issued a strong caution against aligning Sri Lanka’s national brand too closely with the gambling industry.
In a statement released today, the internationally networked strategy consultancy emphasized that while a regulated casino sub-brand could offer economic benefits, gambling should not become the centerpiece of Sri Lanka’s nation branding strategy.
“Nation branding is about curating a country’s global image based on its authentic strengths. Sri Lanka’s identity must not be hijacked by the gambling sector,” MTI Consulting stated.
The firm urged policymakers to adopt an integrated branding approach, presenting casinos as one element within a diversified tourism offering. Sri Lanka’s natural beauty, rich biodiversity, and cultural heritage should remain the cornerstone of its global identity, MTI argued, especially as these assets continue to support livelihoods in rural and less affluent communities.
Drawing comparisons to other global destinations, MTI warned that emulating the likes of Macau, Las Vegas, or Monte Carlo could be both “sub-optimal and detrimental” for the country’s long-term brand equity. Instead, it recommended models like Singapore’s Marina Bay, South Africa’s Sun City, Austria’s Salzburg, and New Zealand’s Christchurch—locations where casino attractions are positioned as part of a broader, culturally rich narrative.
The consultancy also called for responsible regulation of the gambling sector, highlighting the importance of social safeguards. MTI pointed to countries such as Malta, Denmark, Singapore, and Hungary as examples of jurisdictions that have effectively balanced economic interests with social responsibility.
With over 28 years of experience and projects in more than 50 countries, MTI Consulting continues to advise public and private sector clients on strategy, transformation, and branding. The firm is led by CEO Hilmy Cader.
