Vigorous campaign to resurrect tourism industry

TOURISM Minister Anura Bandaranaike in a press to mark the first anniversary of the tsunami on December 26 states: Helping the most affected tourism industry from tsunami was a major task of the Ministry of Tourism and its agencies such as the Sri Lanka Tourist Board, the Sri Lanka Convention Bureau together with the key industry partners.

As an initial step to resurrect the industry from its desperate position, an aggressive marketing campaign was launched focusing target markets by way of mind setting of the traveller towards destination Sri Lanka since the media campaign carried out by the international media relating to tsunami created uncertainty in the minds of the traveller.

A journalist programme was launched with the assistance of the WTO to bring down to Sri Lanka reputed journalists to write about Sri Lanka's recovery as an immediate measure to invigorate arrivals.

Together with Sri Lankan Airlines "Buy one Get one" free package was introduced targeting France, Germany, UK and Japan.

Cumulative effect of all these initiatives helped Sri Lanka to restore the arrivals substantially aback to normal commencing from March 2005. Up to October this year an upward of 3.4% was achieved compare to the same period in 2004.

With the assistance of the Ministry of Finance and the Central Bank, the Susahana Loan scheme was introduced primarily in support of the small time business operations such as guesthouses, restaurants, textile shops, souvenir shops, batik shops etc.

This loan scheme was subsequently expanded up to a maximum of Rs. 60 Mn and was a real boost for rebuilding of damaged properties. As of now loans amounting to Rs. 903 Mn loans have been given to more than 411 small and medium scale Tourism business operations affected by the tsunami.

Loans have been disbursed by 12 banks, three Leasing Companies and two Finance Companies. There are pending applications from the Tourism sector amounting to Rs. 812 Mn which will be process shortly.

A duty free scheme for the importation of material and equipment for refurbishment of affected hotels was introduced. Other than the 8 hotels which were totally destroyed almost every other hotel vigorously commenced their refurbishment programmes. It is hoped that the normal operations will prevail towards next winter.

Due to the 100m buffer zone regulation imposed by the Government several establishments could not start up their refurbishment programmes however with a intervention of the Tourism Ministry approvals for such cases from necessary authorities such as CCD, UDA, etc. was facilitated.

With the technical support of the WTO a need assessment report of the Tourism Industry was undertaken by the Ministry of Tourism.

Taking one step further WTO assistance was sought to organize a work shop on micro finance and assistance to small and medium enterprises in the Tourism sector which was held on the 13th July in Colombo.

With a view to send out positive signals about Sri Lanka's recovery a meeting of the SAARC Tourism Ministers was undertaken by the Ministry of Tourism together with the SAARC chamber of Commerce and industry which was held in Colombo on 29.07.2005. A commemorate stamp on "Visit South Asia" and a picture postcard were released during this meeting.

The Ministry of Tourism played an active role by taking part at the WTO emergency task force on Tsunami which was held from March 09 to 13 2005 in Berlin and also took part at the meeting of the Special Task Force Meeting on the Tsunami appointed by the WTO on 30.01.2005 February in Thailand. Dr. P. Ramanujam Secretary Ministry of Tourism was a member of the Task Force.

The Minister participated at the Conference of the Ministers of Tourism of tsunami affected countries that was held in Italy from February 18 to 14 which created an opportunity to get the prevailed negative advisories relaxed.

As of now other than the most severely affected eight large hotels rest are gradually coming back to their normal operations.

The Duty Free Scheme and the Susahana Loan facility made available to them have to a great extent made this difficult task quite possible. The network of small scale business operations most of which are directly connected to their day-to-day life will return to normalcy together with their usual living.