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Sri Lanka's recovery provides a shining example of how to bounce back from a fall, says Pauline Tan.

Call it a phoenix rising from the ashes, a comeback king - whatever the label, there is no denying Sri Lanka's travel trade can teach the world a thing or two about taking a terrorist strike and rising above it.

Less than three months after the latest strike by Tamil separatists at the Katunayake air base in the country grounds of the country's major gateway, Bandaranaike International Airport, European operators are already sending groups back and local agents can realistically think of recovery.

Sri Lanka Tourist Board chairman, Mr. Renton de Alwis, said: "The relaxing of travel warnings from the UK, Germany and other European countries is the best confidence builder.

"The UK warning, which earlier had the opening lines 'Advice against holiday and non-essential travel to Sri Lanka', now reads 'most travel to Sri Lanka is trouble free'.

"Tour operators and travel agents should not have any legal constraints now. Sri Lanka's attractions are all operating as normal and except for a few temporary closures of hotels for business rationalisation purposes, over 90 per cent of the plant is operating with the same efficiency as before the incident."

For the first time in 27 years of operations to Sri Lanka, German giant, TUI, featured Sri Lanka on its Asian/Australian Winter brochure cover.

Mr. de Alwis added Sri Lanka Tourism had worked very closely with all governmental authorities to ensure the best possible safety precautions were taken.

International audits were carried out by Israelis and the British on security measures, and by the International Civil Aviation Organisation.

The down time was not wasted either. Measures have been taken to ensure the quality of facilities will be not only maintained but enhanced.

Industry associations used the lull immediately after the incident to improve their services for the future.

For example, the Tour Guide Lecturers Association has set in place an intensive training programme for guides. Hoteliers are also enhancing their training efforts to prepare for the comeback this winter.

Not willing to sit back simply respond to crises, Sri Lanka Tourism is seizing the day by introducing an attractive consumer and trade promotion offer at its key generating markets of the UK, Germany, France and Italy.

There will be also attractive offers for FITs and for tour operators during pre-winter of November 1 to December 20. This will be a total industry effort led by the Sri Lanka Tourist Board. Mr. de Alwis said: "We are planning a separate promotional event in Paris for the industry this month after Top Reisa.

Our World Travel Market and ITBA 2002 participation will be stronger than ever before.

The Tourist Board is supporting participation of the industry with discounts on booth costs and other offers.

"SriLankan Airlines has offered very attractive rebates for travel trade participants and we also expect other carriers flying to Sri Lanka to support our efforts."

To maintain the show of force, media and counter-staff familiarisation tours will be undertaken by the NTO and travel companies.

"The government and the business community are now actively pursuing peace and we are hopeful we will have a breakthrough soon. The terrorist attack on the US will also mount additional pressure on terrorist activities the world over and it will help our cause too."

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Copyright 2001 The Associated Newspapers of Ceylon Ltd.
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