by Reggie our London Correspondent

"SRI LANKA - THE LAND LIKE NO OTHER" received a much-needed shot in the arm to boost its ailing tourist industry when the Sri Lanka Tourist Board (SLTB) together with Srilankan Airlines launched a fresh, penetrating promotion at London's 22nd World Travel Market during the past four days (Nov. 12 to 15).

The Sri Lanka stand was officially opened with the lighting of the traditional oil lamp by High Commissioner Mangala Moonasinghe to the beating of traditional drums. Mr. Moonasinghe was led to the stand by a bevy of belles from the Channa-Upuli dance troupe. Also present on the occasion were Renton de Alwis and Ms. Charmarie Mealge, Chairman and Director Marketing (SLTB), Ranjith De Silva, Director Sri Lanka tourism for UK and Benelux countries and S. A. Ranachandran, Manager, Srilankan Airlines for UK and Eire.

Unveiling SLTB's new approach with "British Heritage and Cricket" as the theme, representatives from the travel trade and allied industries in Sri Lanka attired in cricket gear presented their cases to local tour operators with much success.

Britain offers great potential for real market growth for Sri Lanka as an all-year-round-long haul destination and this re-think of a shift towards a new concept by the SLTB is a bid to reposition the island as a "Hidden England".

Looking to increase Sri Lanka's share in the British market the projection speaks of the days of British colonization which is bound to attract visitors from UK.

The "British Heritage and Cricket" (Hidden England) theme was promoted heavily by the Sri Lankan delegates with itineraries that included many towns and villages where anything British could be viewed. A representative from Sri Lanka told the 'Daily News' that there are numerous places for British tourists to visit and they are all monuments to the imperial Age.

He said to pick among such places of British interest is the key town of Nuwara Eliya that boasts of whole heap of British relics.

Its Hill Club, the Nuwara Eliya Golf Club and its 18 hole course considered by international golfers as the prettiest in Asia, the Grand Hotel and Wattles Inn with connections to British governor Sir Edward Barnes, Bakers Farm, Pedro Estate visited by royalty and many famous British screen stars. A string of other similar sites and buildings around hill country stations were also included in the projection.

Thousands of 'travel people' from all corners of the globe were also treated to two sessions of excellent entertainment by the Channa-Upuli Dance troupe.

It was Channa's own choreography and as usual went the conventional old movements and in swept a startling new repertoire that held the entire audience spellbound.

The gorgeous girls that make up the troupe were seen taking the forms as Sigiriya frescoes, tuskers (elephants), Salalihiniya birds and peacocks.

Like at past shows there wasn't a narrative as such and no theme was stated either leaving the audience to make its own association of the story and atmosphere. The curtain came down on their 23 minute show with the popular drum fusion that received a standing ovation.

Amid all the gloom in the world of travel generated by the recent terrorist attacks in America there was jollity as well when twenty one UK tour operators and one charter operator carried away some glittering trophies for their magnificent contributions towards Sri Lanka's tourism.

Following the awards ceremony over 200 guests were hosted to a sumptuous Sri Lankan dinner at London's Chuchill International Hotel last Tuesday night and among the dishes served were all the Sri Lankan delicacies that have contributed to world cuisine.

The man behind that unforgettable, heavy, hearty dinner was none other than that master Sri Lankan chef Podi Appuhamy.

High Commissioner Mangala Moonesinghe, Ranjith De Silva (SLTB) and S. A. Ramachandran (Srilankan Airlines) delivered some short but vibrant, elegant and eloquent speeches.