Tourism Authority seen as a key to post-tsunami revival

BY CHANDANI Jayatilleke

AN year after the tsunami swept Sri Lanka's coastal belt, the island's tourism industry - which is mainly based on beach resorts - is struggling to recover while tsunami-affected other countries are already back on their feet again.

The industry representatives say that Sri Lanka needs to work on a proper national plan to support its tourism trade - one of the highest foreign revenue earners in the country. One step towards an optimistic approach would be to implement the proposed Tourism Authority, they said.

Hiran Cooray Managing Director of Jetwing Group said that up to now the resort hotels have not recovered. The booking rate in the resort hotel sector is 40 per cent down compared to pre-tsunami bookings. "We have to do a lot more to recover," says Cooray.

One of the reasons that Cooray mentioned for the delay in recovery and the low rate of tourist arrivals is the existence of the ugly temporary shelters and the begging that have begun following the tsumani.

"People think we are a begging nation. The authorities concerned should implement a strategy to involve these people in a productive trade or a self-employment project," he said.

Citing his personal experiences in Phuket, Thailand's major tourist island recently, Cooray said their post-tsunami recovery in tourism is significant. "There are no damaged buildings or sites. They have managed to clear everything which is a welcome sign for its tourism industry.

The Maldives has also recovered quite fast and Winter tourists have begun to visit the archipelago in good numbers. He added that our tourism authorities should follow Thailand and the Maldives. "We should reorganise the tourism industry and its marketing strategy aiming at recovery," he added.

Gihan Perera of the Aitken Spence Travels said that he was quite disappointed about the recovery in the industry. "We don't have a proper national recovery plan for the tourism industry. And as a result, the bookings have dropped by about 50 per cent.

This is the most difficult winter season for us. Although Sri Lanka had many issues before, the booking rate never came down to this level," said Perera adding that the Maldives and Thailand have recovered 100 per cent.

Perera said that it is of paramount importance that the Tourism Act which has been passed by Parliament be gazetted and implemented without further delay.

Four institutions - the Tourism Authority, Marketing Bureau, Convention Bureau and the Tourism Institution, should be set up as proposed in the new Act and chairmen for the four institutions should be appointed without any delay.

"We need to get the new institutions established at the earliest, if we are to do well in the tourism industry in the future. We really need a great marketing campaign," he said.

Perera said that the arrival numbers issued by the Tourist Board did not reflect real tourist arrivals in the country. They even include passengers who are in transit.

However, Denesh de Silva of Amaya Resorts and Spas was more optimistic and said that the industry is recovering well although it is not happening fast or at the rate the industry is expecting it to be.

Amaya - a newly launched brand name, has caught the attention of the travellers and as a result of this their resorts and Spas are fully booked for the winter season. About 80 per cent of their guests are foreigners, he added.

Many organisations in the tourism sector were quick to come out with various support programs for the tsunami-affected people. And Hiran Cooray of Jetwing said that his company set up a relief fund for its staff members who were affected as a first step.

"The employees' families were given cash (deposited in their bank accounts) to support their children's future. Besides, the Group also donated fishing boats and equipment and built houses and schools as well. We are continuing these projects in the future," de Silva said.

Aitken Spence and Amaya also came forward in a big way to support the post-tsunami rehabilitation and reconstruction work. Among Aitken's projects are housing projects in several areas affected by the tsunami.