New MD at SLTPB to Drive Promotions

Charmarie Maelge, a career tourism professional, appointed to reposition Sri Lanka’s brand image

Charmarie Maelge receiving the official letter of appointment from the Hon. Minister of Tourism Development, Wildlife & Christian Religious Affairs, John Amaratunga. Kishu Gomes, Chairman of SLTPB was also present.

Tourism Development Minister, John Amaratunga has appointed Charmarie Maelge as the Managing Director of SLTPB on May 23.

The promotions bureau has been tasked with the mammoth responsibility of re-positioning Sri Lanka’s brand image in the aftermath of the Easter attacks.  

Maelge started her career in tourism as the Director Marketing for the Tourist Board. Thereafter, she took over the roles of Director London Office in the UK and Director of Research and International Affairs. She spearheaded the introduction of the Responsible Tourism Partnership in Sri Lanka during her tenure at the UK based Travel Foundation.

The partnership has gone to design and implement several projects including ‘Best Experience Sri Lanka’ – a responsible tourism guide to Sri Lanka and the ‘Greening Sri Lanka Hotels’ – to introduce the implementation of energy, water and waste management systems.  

She also played an integral role in developing and implementing a sustainable certification scheme for the Sri Lanka tourism industry along with the SLTDA.  

“Charmarie Maelge’s experience will be very valuable to the government and the tourism industry at this juncture and we are happy to have her accepting this important role”, said the Hon. Minister of Tourism Development, Wildlife & Christian Religious Affairs, John Amaratunga.

Maelge is a certified trainer and assessor in tourism and is a visiting faculty member at the Hospitality and Leisure Management Department of the University of Colombo. Maelge has an MBA and a Bachelor of Commerce Degree from the University of Colombo Sri Lanka. She is a member of the Chartered Institute of Marketing CIM UK and SLIM Sri Lanka.

In the aftermath of the Easter attacks, Sri Lanka Tourism’s leading authorities – SLTPB and SLTDA have gone through organisational changes in order to prioritise the demands of the tourism industry. At the beginning of May, Kishu Gomes stepped down as the Chairman of SLTDA and Johanne Jayaratne took over the position in order to maximize efforts implemented by both establishments.

Hospitality Insider Issue 4