Health and Mass Media Minister Dr. Nalinda Jayathissa has explained the government’s decision to provide more than Rs. 104 million in sponsorship for the 63rd Asian Broadcasting Union (ABU) General Assembly held in Colombo.
Responding to questions from journalists, the Minister said the funding was provided through the Sri Lanka Tourism Promotion Bureau (SLTPB) as part of its international tourism promotion activities.
He clarified that the sponsorship was not a direct allocation from the Treasury but was provided through funds maintained by the SLTPB, which receives revenue from tourism-related levies.
The Minister said the Bureau was established to promote Sri Lanka internationally and regularly supports events and programmes expected to strengthen the country’s tourism industry.
He explained that sponsorship proposals are evaluated by the SLTPB’s board, which includes representatives from the tourism and hospitality sectors.
Responding to questions about the selection of the host broadcaster, Minister Jayathissa clarified that the decision was made by the Asian Broadcasting Union and not by the Sri Lankan government.
MTV Channel (Pvt) Ltd was selected as the host broadcaster for the international gathering, which brought together senior representatives of leading media organisations from across the world.
According to the Minister, the ABU has approximately 225 member organisations across 66 countries, while around 350 international delegates attended the Colombo event.
He said hosting such an international gathering provided Sri Lanka with an opportunity to showcase its tourism attractions and strengthen its international visibility.
Journalists also sought clarification on the sponsorship approval process, including whether the proposal had initially been declined by the SLTPB and why Cabinet approval had been necessary.
The Minister said Cabinet approval was required due to the value of the sponsorship and explained that the SLTPB had the authority to evaluate tourism promotion opportunities.
Meanwhile, Sri Lanka Tourism, in a media release issued on November 2, said the ABU General Assembly was expected to generate promotional media value exceeding Rs. 250 million through international exposure.
The organisation said the gathering provided an opportunity to promote Sri Lanka as a destination for tourism, international conferences and major events.
The 63rd ABU General Assembly was held in Colombo from October 30 to November 3, with its inauguration taking place under the patronage of President Anura Kumara Dissanayake.
The event was organised by the ABU, with MTV Channel (Pvt) Ltd serving as the host broadcaster and Sri Lanka Tourism as the main sponsor. (Newswire)