Country Branding and Business Promotion

Endorsed by destination branding models adopted successfully in the Tourism industry and by countries like Singapore, India, South Africa, France, Germany, Argentina; brand itself to stimulate export growth, attract foreign investment into the nation and manage negative stereotypes; In achieving the target of USD 5 billion in export revenue by 2022, ICTA through the Country Branding and Business Promotion project under the Industry Development Programme focuses on promoting Sri Lanka as a destination to source technology and skill. ICTA engages in overseas business/country promotion activities with the main intention of creating country branding/positioning targeting captives, analysts etc. promoting the country as a viable destination to setup an offshore operation, attracting ICT investments to the country and exploring overseas business promotion opportunities for local companies.


• To create visibility for the Sri Lankan IT BPM Industry brand.
• To provide opportunities for local IT and BPM companies to exhibit and take part in Local and International Exhibitions and Conferences.
• To provide opportunities for Local IT and BPM companies to meet and network with potential local and international clients/partners to foster business partnerships.

In Essence

Country Branding and Business Promotion program promotes international exposure for the domestic ICT Industry in designated countries.


ICT Agency, Industry Associations, EDB, BOI, Business Chambers

•    A Sri Lankan Financial Shared Services center awarded the Winner for “Best Process Improvement and Innovation “at the Shared Services and Outsourcing Network (SSON) Australasian Excellence Awards 2016
•    Brand exposure globally (primarily targeting the demand markets such as UK, Australia, Europe, South & South East Asia)
•    ICTA’s Industry Development program has supported the industry and the industry body (Slasscom) in expanding its business development activities in the UK market in 2009 as well. These facilitations and engagement with the UK market helped Sri Lanka to be recognized as the winner – offshoring destination of the year 2013 & 2014 and shortlisted in 2015 by the National Outsourcing Association, UK.
•    Improvement in the ATKEARNEY Rating for Offshore Destinations
•    Improvement in the Gartner Rating for Offshore Destinations
•    67 unique companies have received atleast one opportunity through ICTA to be part of an exhibition or networking meeting in Australia. 80% of the beneficiary companies have either got sales, setup a partner network or established an office in Australia.
•    Partnerships made with Government and trade entities in Australia

•    Disrupt Asia 2016, Sri Lanka’s first ever startup conference and tech showcase
•    Sponsor of NOA Awards in 2013
•    Creation of the Sri Lanka IT BPM Destination brand
•    67 unique companies participated in networking events in Sydney, Brisbane and Melbourne
•    40 unique companies participated at CeBIT Australia during 2011-2013
•    25 unique companies participated at Gartner Symposium and Exhibition, Gold Coast during 2013-2016
•    8 companies participated at Mobile World Congress, Barcelona, Spain in 2017
•    Country pavilion organized at Gartner Symposium and Expo, London, UK
•    Competitive Benchmarking report produced by ATKEARNEY
•    One on One meetings with 40+ Gartner Analysts


Overseas and Local Business Promotion

Promoting international exposure for the domestic ICT Industry in designated countries is done through industry consultation and considering the industry’s demanding markets. Organizing overseas and local business promotion missions are done either through (1) retaining a matchmaking/ PR company in a target country to raise awareness and to facilitate business linkages. (2) assistance to ICT Associations for use in overseas promotion activities such as event participation and the hiring of consultants for matchmaking/ business development and capacity building for marketing and advertising activities., (3) ICTA to facilitate overseas business/country promotion activities by working closely with international stakeholders/ network channels.
ICTA sends out an EOI to the industry seeking its interest, shortlists delegate companies based on a selection process and ICTA will conduct capacity building sessions to the selected companies and monitor/evaluate their continuous progress of performance from pre-mission, on-mission to post-mission. The project has led the Sri Lankan IT and BPM Sector to have engaged with the UK and Australian Market since 2010. Over 25 business promotion activities have been funded and supported during 2010 to 2016 which includes Country pavilions at Gartner Symposium and IT Expo in UK and Australia and business networking meetings in London (UK), Sydney, Brisbane and Melbourne (Australia) and Singapore.

Go to Market Support for IT Product Companies

This initiative was launched by the project in March 2017. The objective of this program is to subsidize the cost of local IT product companies seeking support for overseas business development activities for market penetration and new market development with the aim of increasing export revenue and local employment.
An overseas business development activity in the form of a trade mission or exhibition must be identified by the IT product company; An IT Company which owns the IP for a software product or products developed In-house is eligible to benefit, and the applicant should provide evidence in the application (critical evaluation) that the identified activity form part of a strategic plan to develop their business/markets and the go-to market strategy.


Country Branding

In-line with global best practices on destination branding and ATKearney’s recommendations to improve the overall rankings and the attractiveness as a leading destination for IT-BPM services; Sri Lanka IT BPM brand that was created in 2014 has been consistently used to give visibility and promote the country as a viable destination for IT-BPM services; to source technology and skill. This brand was launched as an image changing campaign, leveraging Sri Lanka as a knowledge hub, highlighting the hygiene factors the industry/country possess as a competitive destination; benchmarking Sri Lanka against the other competing countries in the region. ICTA has led a stakeholder driven approach from designing through to implementing the brand and has been closely working with the relevant government bodies and industry associations such as EDB, BOI, Slasscom, Fitis, The Computer Society of Sri Lanka (CSSL) etc.

Furthermore, ICTA through the Industry Development Program has played a pivotal role in coordinating with the stakeholders to ensure a unified message is delivered as a nation, by the different stakeholders on the IT-BPM industry. The brand and Sri Lanka as a destination is continuously promoted when exhibiting at Country pavilions, through the dedicated website , on social media, country promotion materials such as the Country video, Country book and Mission booklets. ICTA also delivers customized presentations on Sri Lanka; many ways Sri Lanka is transforming towards a creative knowledge-based society through digitally empowered citizens which is resulting in a conducive environment for Investment and Business at networking forums where potential members of the International business community is present. Moreover, all promotional materials and Country pitches are customized according to the different target groups/markets and the country/brand is promoted during targeted roadshows, networking forums etc