Geo Factsheet

www.curriculum-press.co.uk Number 334

Rebranding Colombo
Rebranding is defined as; Sri Lanka is located in South Asia off the southern tip of India (see
“the process of giving a product or an organization a new image, map) its immediate neighbours (and competitors) are India, Pakistan,
in order to make it more attractive or successful.” Bangladesh, Malaysia, Myanmar and Singapore.

The question is: how can we apply this idea to a study of cities?
The clue is in the word image.
“Rebranding involves both re-imaging and regeneration, and includes a
wide range of strategies by which places reinvent themselves to
provide a more prosperous future."
A number of cities in the United Kingdom have successfully re-invented
themselves over the past 25 years; Manchester, Leeds, and Glasgow
being well known examples.
It is a middle-income country with a human development index score
of 0.75.
Situated in the middle of the Indian Ocean it is ideally
located particularly in terms of seaborne trade.
Figure 2. Colombo and other Sri Lankan cities
Kankesanthurai Point Pedro

Elephant pass
However, the process of rebranding is not unique to the UK nor to Jaffha
developed world cities. Kilinochchi N
Mullaitivu
Talaimannar
In this case study we look at Colombo, Sri Lanka. Mankulam
Mannar Kokilai
Island Nilaveli
Context Vavuniya
Naval Trincomalee
Headworks
Figure 1. Sri Lanka location Wilpottu Anuradhapura Sanctuary
National
Park Mihintale

Habarana
Puttalam Sigiriya Kalkudah
Dambulla Wasgamuwa

ait
National Park Batticaloa
India tr Jaffna Peninsula
l kS Chilaw
Kurunegala
Maduru Oya

Pa
National Park
Marawila Kandy
Pinnewela Gal Oya
Negombo Peradeniya National Park
Ada Katunayaka
Badulla
m Kitulgala
Brid ’s Colombo Nuwara Eliya
ge Bandarawela
Poluvil
Arugam
Mount Lavinia Horana
Panadura Ratnapura Haputale Bay
Gulf of Kalutara Yala National
Mannar Beruwala Park
Bentota Kataragama
Ambalangoda Tissamaharama
Anuradhapura Hikkaduwa Hambantota
Galle Tangalle
Weligama Matara

Sri Lanka
Batticloa The city of Colombo is the commercial and financial heart of Sri Lanka
Laccadive
Sea and accounts for almost 50% of the country’s GDP. Colombo hosts
Kandy most of the country’s manufacturing facilities and services (World
Bank Factsheet). However, until 2009 it had become a stagnating
Colombo Pidurutlagala backwater in economic terms mainly due to 35 years of civil war.
Kotte
Dehiwala-Mount Lavinia Mountain
Moratuwa Since the end of the war in 2009, however, Sri Lanka’s economy has
been riding high with economic growth of around 7% per annum.
However, Colombo has not been able to contribute its full potential to
Sabaragamuwa this impressive rate of growth.
Ridges
Galle Indian
Ocean
The problem is that economic growth has been held back in the past
0 60 120 km and neither the city nor the country as a whole attracts enough foreign
investment to achieve the progress the government would like.

1
Rebranding Colombo Geo Factsheet 334

So what has been holding Colombo back? 2. The Sri Lanka Ports Authority/Board of Investment (BOI) is
The city suffers form a poor image. controlling the Port City Project.
In particular: 3. The Telecommunication Regulatory Commission of Sri Lanka is
• traffic congestion is a major managing the Lotus Tower project.
problem and the city is not 4. At the same time the Government also retains control via the Board
pedestrian-friendly. of Investment (BOI) of the various commercial and residential
• levels of air pollution in the city are projects which are moving ahead such as Krrish Square, the Shangri
way above World Health Organisation La complex and the Tata development.
standards. Colombo congestion
• the city appears chaotic, and there has Figure 3. Water management
been a lack of planning control. Much of the built environment
was, until recently, ugly dirty, and run down, including many
historic buildings which had become KDC
semi derelict. CMC
SJKDC
• sprawling and unplanned squatter
settlements (underserved settlements
or USS) have grown up within the city D&ML DC
and became a focus for deprivation,
disease and crime.
• the city has been held back by serious
flooding which has become a regular occurrence.
• the commercial environment is out of date and unattractive to
investors; there is a shortage of land, and lack of modern business CMC Colombo Municipal Council
facilities. KDC Kolonnawa District Council
D&ML DC Dehiwela and Mount Lavinia District Council
The Government view
SJKDC Sri Jayawardenapura Kotte District Council
Rebranding Colombo is necessary because:
• Colombo is the economic capital, centre of commerce and Sri Lanka is not a wealthy country. So, in order to finance its ambitious
industry and is a major port. It is first port of entry for many; the
first view of Sri Lanka that business tourists and foreign heads of rebranding schemes for Colombo it has needed to borrow large sums of
state see. As such it represents the country; BUT until now this money from foreign governments and commercial investors (see Table
first impression has been negative. 1.).
• In order to maintain growth and boost the economy, the
Government want to attract foreign investment and tourists Table 1. Main Investors/Funders of Development Schemes; all
including business tourists whom they hope will create jobs and figures in millions $US
wealth.
Funder Country Amount Purpose/Comment
• Visitors and the growing middle class alike want a more modern city
with better facilities for shopping and leisure and a better lifestyle. Funding for flood
Garden city of Asia; the Big Idea management, Urban
Every city has its own character; this certainly goes for Colombo. World Bank n/a $213 regeneration and local
In the 19th century the British called Colombo “The Garden City of infrastructure and
Asia.” Years of decline followed the onset of the civil war in the services
1970s; but times are changing as this quote from a speech given by TATA housing & commercial
the then Minister for Urban Development made in 2013 shows. India $463
corporation projects
“The focus is on developing clean, green, people friendly cities and
China
towns that will foster an efficient working environment and a
Communications
relaxed living environment.” (Gotabaya Rajapakse Minister
Constructions China
for Urban Development 2013).
Company,
The city has many natural advantages: historic architecture; a China Harbour $15bn Port City Project
general-low rise feel to the buildings, waterways and green open Engineering
spaces; and an extensive ocean front. Now, the government wants Company. plus China
to exploit and build on these advantages to bring the city back to its other unnamed
former glory and in doing so give a major boost to tourism and investors
business. The Lotus Tower
Exim Bank China $104
Gotabaya Rajapakse again in 2013: project
“the Government is very keen on creating an environment conducive for
knowledge workers and other professionals to live and work in Sri Commercial hotel
Shangri La Hong
Lanka. (who) expect to maintain a high quality of life for themselves $500 & mall developments
Group Kong
and their families.... it is also extremely important from the perspective Galle Face
of attracting Foreign Direct Investment.”
JICA Japan $4.3 Flood management
The Key Players
The control of scale and pace developments, however, remains in Commercial/
the hands of government through national ministries and agencies as Krrish India $460 residential; mixed use
well as key local authorities. Krrish Square
1. The Metro Colombo Urban Development Project (MCUDP) four Hyatt Regency Hotel
local authorities: (see Figure 3.) have joined together to work Hyatt Hotels USA $46
development
with the Sri Lanka Land Reclamation and Development
Corporation and the Urban Development authority to focus on
flood control and urban regeneration.
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Rebranding Colombo
The Projects
1. Improving the physical environment:
a. flood control
Flood control is a major part of the MCUDP. It consists of:
• clearing canals and waterways choked with refuse
• dredging canals and repairing canal banks to improve drainage
capacity
• covering open drains
• repair of existing drains and culverts
• installing wider bore drainage pipes
At the same time, marshlands to the east of the city along the
Diyawanna river have been dredged to create large lakes. These
lakes act as balancing reservoirs which can soak up and store large
amounts of flood water for example during the many heavy
rainstorms that can occur at any time, but especially during the
monsoon periods.
b. environment and ecosystems
The lakes have been cleaned up and the bordering areas landscaped to
create wetland ecosystems alongside nature trails and leisure facilities.
2. Improving the urban environment:
a. Resettlement projects for the Underserved Settlements (USS)
While there are few large areas of squatter/slum housing, nevertheless
the map below shows that small pockets can be found all over the city,
often occupying areas which could be used for commercial land use.
3
Geo Factsheet 334
Figure 4. Possible map showing location of
underserved settlements
N
Underserved
settlement
Water Bodies
Ward Boundary
0 2.4
km
The government estimates put the number of illegal and underserved
households at around 70,000, about 50% of the population within the
Colombo Municipal Council area.
Conditions in the underserved settlements (USS) are grim. Many areas
lack most basic amenities like running water, proper toilets and
washing facilities, refuse collection and electricity. Houses are
generally small; poorly built (usually on marginal land close to
railways and canals); and often prone to flooding.
In 2011 the government decided on a programme of clearance
of the USS. Sometimes using force, their aim was to free up land for
commercial redevelopment and at the same time rehouse the local
poor in large apartment blocks close to their original homes.
Phase One Urban Regeneration: Summary 2011 - 2015
• 70,000 USS households identified for resettlement
• relocation of 68,000 households
• 20 development sites around the city
• so far more than 15,000 units have been built
• units to contain flush toilets and showers, separate living and
sleeping spaces, electricity
• guaranteed ownership and title to land
• household to remit money as lease/purchase . The rent depends
on the number of bedrooms; typically it will be between 4000
and 6000 rupees per month. Although seemingly low, for poor
families who had previously paid nothing at all this amount is
considered to be too high.
• costs borne by UDA and property developers who access the
freed up land.
Rebranding Colombo Geo Factsheet 334

Dematagoda apartment block

b. Upgrading historic buildings e. Pavements and road surfaces.

Colombo has a rich colonial heritage and the city has many historic
buildings. Until recently most were in need of a makeover at the very
least, and in some cases were semi derelict. However, in the last 4 years
many have been cleaned up and their grounds landscaped. Amongst
those that stand out are The Town Hall, The Old Racecourse Ground,
the National Archives and Independence Square.
Although we may take pavements for granted in our cities, until recently
they did not exist in most of Colombo and where they did they were
broken, uneven and hazardous. However, a major programme is
under way to upgrade pavements along all the main roads in the city.
Roads have been resurfaced and controlled pedestrian crossings have
been installed.
3. Improving the business/commercial environment
The government knows that if it wants to attract inward
investment to Colombo it must make the city more attractive to
business and business tourism. That means making land available
for commercial development, building modern conference and
hotel facilities and improving the communications infrastructure.
With that in mind several flagship projects are already under way:

a. Port City:
Due for completion in 2018, this is an ambitious project to reclaim
250 hectares of land from the sea, close to the port area in Fort
District. The plan is to build a complete new city within a city. It will
compromise a major commercial development, shopping malls
entertainment complexes, a marina, even an urban racetrack; all of
c. Greening the city which are clearly aimed at attracting high end business and tourism.

• The city’s main park, Viharamahdevi park has been tidied up.
Walking and cycling tracks have been laid, new street furniture b. The Lotus Tower
has been installed and children’s play areas have been upgraded.
It is now a major attraction for locals and tourists alike.
• The area around Independence Square and the National Archive
has been landscaped with running tracks, ponds and fountains and
open green space and is increasingly popular.
• The Waters Edge development by Diyawanna lakes has also been
created as an urban leisure area.

d. New Leisure/Shopping

A number of projects have been completed in the last 4 years including;

• the redevelopment of the Dutch Hospital Complex
• the Old Racecourse Ground
• the Auditor general’s buildings close by Independence Square
• The Floating market in Pettah in the North of the City is a new
addition which is already attracting tourists
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Rebranding Colombo
This will be the tallest structure in South Asia. Located by Beira
Lake in the north of the City, it is designed as a major
telecommunications centre but will also be a major tourist attraction
housing a museum and exhibition halls.
c. Mixed Use Developments
There are a number of major developments all part of the so-called
“skyscraper city” currently under way within the city
• The Shangri La Complex on Galle Face: this is a major hotel and
mixed commercial use development situated close to the proposed
Port City Development.
• Krrish Square; another mixed use development funded by an Indian
multi national company in the Fort area over 400 metres high.
• Tata corporation is building two 60 floor towers with serviced
apartments and hotels.
• Hyatt hotels have almost completed the construction of a major
hotel complex on Galle Road.
Plus further ambitious developments are planned
• A major new urban transportation hub with a new rail/coach/bus
interchange close to the existing Fort railway station
• Colombo monorail system to alleviate traffic congestion
see also You Tube; https://www.youtube.com/watch?v=WqQY4DoPW98
and https://www.youtube.com/watch?v=U40QSS7kxs4
Has Colombo successfully rebranded?
Success is difficult to measure as many of the projects are not yet
complete and in any case the impacts on tourism and business
development are still to be realised.
However, many of the original aims have been realised:
• flooding is under control; there have been no major floods since
2010.
• canals have been cleaned up and illegal settlements removed.
• city centre is properly paved plus some roads have been resurfaced
and replanned.
• many green spaces opened up or created.
• new leisure and recreation facilities created: lifestyle is improving
for some.
• 15,000 household have been rehoused from the USS with more
developments underway
• inward investment is flooding in; parts of the city are modernising
fast.
BUT not everyone is happy
• forced evictions and high cost of rent are ongoing issues for many
of the relocated poor.
• many worry that two Colombos are being created; an ultra
modern environmentally attractive skyscraper city for the rich
and for foreigners, contrasting with the rest of Colombo which
will remain neglected.
• congestion and pollution are major issues which are yet to be
seriously tackled.
• In January 2015 a new government came to power. They are
concerned with a number of aspects of the ongoing development.
Geo Factsheet 334
Whilst the Lotus Tower project will continue there are major
concerns over the environmental impact of the port city scheme in
terms of “knock on” effects downdrift of the port. There are also
serious worries about the amount of debt the country is racking up
in financing this development and whether Colombo is trying to “run
before it can walk”. It is just possible that some of these developments
may be scaled down or halted altogether; time will tell.
Conclusions
The city is greener, cleaner and more attractive than it was. The
government and local authorities have more control over planning
and the city is less chaotic than it used to be. It is much more modern
in many respects than it was five years ago and certainly the city is
much livelier and there are more people out and about enjoying what
the city has to offer.
How much the urban poor will benefit from this growth, however,
is questionable.
The Future: World City?
Could Colombo become a World City? It is still a long way short of
that status.
Whether it will eventually achieve the status enjoyed by Singapore and
Kuala Lumpur will depend on many conditions being met.
• will the city attract more high end tourism and business tourism?
• will Colombo become a regional centre hosting major conventions?
• will the new developments attract the up market global retail chains
you find in the large malls in Thailand, Malaysia and Singapore?
• will multi-nationals decide to set up regional headquarters in the
city?
• can the local universities expand and attract the advanced research
and students to propel the country forward as a High Tech centre?
Table 2. Characteristics of a world city and YES/NO
have they been met?
Criteria Comment
International finance centre NO
Headquarters or regional headquarters of major
NO
multinational corporations
Major manufacturing and/or port functions YES
Dominant role in national, regional and global
Partially
trade
International media and communication hub NO
Centre of government and decision making
Partially
power on a daily basis and at a global level
Centres of new ideas and innovation in business, YES on a
economics, culture and politics national scale
High percentage of residents employed in
YES
services and information industries
High quality educational institutions,
NO
especially at undergraduate level and beyond
High quality legal, medical retail and leisure
NO
facilities
Try google search; Colombo Development; it will all unfold in front
of you; this is just one example
http://www.yamu.lk/colombos-urban-development-plan/
Acknowledgements;
This Geo Factsheet was researched and written by Phil Brighty. Phil is a freelance writer and
researcher. Formerly Head of Geography at The Sixth Form College Colchester, he worked at Colombo
International School 2005 - 2007.
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