DIPLOMATIC CORPS
WINDOWS OF OPPORTUNITY
Ambassador Varuni Muthukumarana believes that Sri Lanka can attract German investments
Q: What inspired you to pursue a career in diplomacy?
A: I was an avid reader from a young age, interested in learning about other countries and cultures. So I felt that this career could combine such interests with an opportunity to serve Sri Lanka.
Q: How do you view the current state of diplomatic relations between Sri Lanka and Germany?
A: Diplomatic relations between Sri Lanka and Germany are longstanding and friendly, strengthened by cooperation in many fields. Recent engagements such as the September 2023 official meeting between the former Sri Lankan president and German chancellor have strengthened the diplomatic relationship.
Other important recent engagements with Germany include visits by Sri Lanka’s former foreign minister and the former state minister for investment. And delegation of the German Parliamentary Friendship Group for South Asia visited Sri Lanka earlier this year.
Q: What are the key areas of collaboration between the two countries that you are focussing on?
A: Apart from political relations, Sri Lanka should focus on trade and investment linkages as Germany is the world’s third largest economy.
German consumers tend to prefer products and services with high sustainability components. In this context, we’re working with a range of German government organisations and businesses to support efforts such as sustainable initiatives, in areas like tourism and agriculture where Germany is an important market for Sri Lanka.
Other focus areas are opportunities in Germany’s industrial sector and employment of skilled workers.
Q: In which sectors do you see potential for increased trade and investment between Sri Lanka and Germany – and why?
A: Developments in Germany regarding the diversification of global supply chains and due diligence requirements – including environmental and labour rights – present opportunities for Sri Lanka.
We should try to capitalise on our positive track record of strong sustainability standards and labour rights, and Sri Lanka’s geographic location.
There is potential for increased trade and investment in sectors such as sustainable tourism, organic agriculture, and industries like renewable energy, healthcare and IT.
Q: So how is the embassy working to attract German investors to Sri Lanka?
A: We work with a range of government and industry organisations in Germany to update them about favourable developments in the investment climate in Sri Lanka. German industry associations provide their members with advice and support on foreign markets.
Therefore, the embassy works closely with major German industry associations such as the German Chamber of Commerce and Industry (DIHK) and German Asia-Pacific Business Association (OAV) to strengthen German investor confidence in Sri Lanka.
We also keep Sri Lankan government agencies such as the Board of Investment (BOI) and industry associations apprised of favourable actions and policies, to attract investment from Germany.
At present, German companies are focussing on Southeast Asian countries due to favourable conditions in the region. While the current economic situation in Sri Lanka will have an impact on investment in the short term, if we continue with reforms like increasing competitiveness and building a large pool of skilled workers, it will attract greater attention among German investors.
This year, the German company Continental invested 13 million euros to expand its production facility in Sri Lanka.
The embassy also facilitates German institutions in linking with relevant agencies and industry associations in Sri Lanka. The mission also supports inward and outward trade delegations such as the recent first official Sri Lanka delegation to Hannover Messe, Germany’s largest industrial fair.
Maintaining friendly diplomatic relations with Germany is essential to building a strong economic partnership. The embassy engages with relevant German government agencies and other institutions to support the Sri Lankan government’s objective of maintaining strong bilateral relations.
Q: What initiatives, if any, are in place to promote Sri Lankan culture in Germany?
A: People to people links, especially through tourism, has created a great deal of awareness about different aspects of Sri Lankan culture in Germany – such as our ancient heritage, practice of Ayurveda and cuisine.
To this end, we hope to support tourism promotional initiatives that focus on Sri Lankan culture. We’re also exploring a project with a German museum about holding a cultural exhibition.
Q: And what strategies are being implemented to promote Sri Lanka as a travel destination for German tourists?
A: Sri Lanka’s tourism promotion in Germany is conducted through large industry focussed trade fairs such as ITB and IMEX, as well as influencer marketing.
We’re trying to complement these efforts through regional tourism fairs that focus on German consumers where we can highlight themes such as wildlife, cruise tourism and Ayurveda.
We also believe that Sri Lanka should highlight the sustainable nature of its tourism offering as this would be important to German consumers.
CV IN A NUTSHELL
Varuni Muthukumarana is a career foreign service officer from the year 2000 batch of the Sri Lanka Foreign Service. She was presented with credentials as Sri Lanka’s Ambassador to Germany in February 2023.
Prior to her current position, she was the Director General of the Europe, Central Asia, EU and Commonwealth Division of the Ministry of Foreign Affairs. Her previous overseas postings include the Permanent Mission of Sri Lanka to the UN in New York City and SAARC Secretariat in Kathmandu.
Muthukumarana has served in several other positions in the foreign ministry including the Economic Affairs, UN & Multilateral Affairs and Americas Divisions.
FACT FILE
FAMILY
Parents
Brother
SCHOOLING
Sirimavo Bandaranaike Vidyalaya
HIGHER EDUCATION
Bachelor of Science (BSc) – University of Colombo
Master of Science in Foreign Service (MSFS) – Georgetown University
COUNTRY OF RESIDENCE
Germany
CITY OF RESIDENCE
Berlin