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By Nishel Fernando
Sri Lanka has secured the 33rd spot globally for its ease of obtaining visas, a key element bolstering Colombo’s reputation as a top destination in South Asia and the country’s competitiveness as a tourist destination, according to Brand Finance.
“The introduction of visa-free entry for nationals from 35 countries may have significantly boosted the city’s appeal, making it one of the easiest South Asian cities to visit,” Brand Finance noted in a recent press release.
However, Colombo experienced a drop in the latest Brand Finance Global City Index, falling to the 84th spot, from 78th a year ago, reflecting a 4.9-point decline. Despite this setback, Colombo’s designation as a ‘Growth Hub’ highlights its potential as a developing city with regional impact. It joins other emerging cities such as Karachi, Dhaka and Ho Chi Minh City in this category.
Growth Hubs are considered cities with significant potential but lower familiarity among global audiences. Colombo faces the challenge of reshaping perceptions to unlock this potential.
Despite its decline in the global rankings, Brand Finance emphasised that Colombo continues to strengthen its position as a leading destination in South Asia, offering notable accessibility and liveability.
“Colombo’s remarkable strides in accessibility, healthcare and science and technology reflect its commitment to providing a world-class urban experience for visitors and residents alike. Sri Lanka’s re-emergence from last year’s political challenges highlights the resilience of its people and the vibrancy of its capital, positioning Colombo as a beacon of hope and progress in South Asia,” said Brand Finance Lanka Chairman Ruchi Gunewardene.
In terms of healthcare, Colombo has made notable progress, ranking 74th globally. This is a 10-spot improvement from 2023, attributed to internationally accredited hospitals and state-of-the-art medical facilities that facilitate accessible healthcare services through both the public and private sectors. This progress is particularly significant in attracting patients seeking specialised care.
In the Leader of Science and Technology Category, Colombo claimed the 57th spot globally.
“By prioritising scientific advancement and fostering a dynamic tourism sector, Sri Lanka is poised to solidify its position on the global stage. This strategic approach not only enhances the nation’s appeal to the discerning travellers but also fuels economic growth through innovation and technological development,” Brand Finance highlighted.
The Brand Finance Global City Index results are based on insights from over 15,000 respondents across 20 countries, who rated 100 cities on key performance indicators such as Familiarity, Reputation and Consideration. These metrics illustrate how each city is perceived as an ideal place to live, work, study, visit, retire and invest. The respondents were also asked to associate attributes with city brands under seven pillars, including Business and Investment and Culture and Heritage.
