Travel industry must cater to emerging markets - Renton de Alwis

Anjana Samarasinghe

TRAVEL INDUSTRY: Market research on consumer needs in the travel industry was last done in 1982 by the Sri Lanka Tourist Board, former Chairman of SLTB and Executive Director of Sustainable Development Consultancy (Pvt) Ltd, Renton de Alwis said.

"Today the demand in the travel industry has changed. We have noticed that many unmarried young women travel in groups in exploring the world," he said.

"There is another identified travel segment called "heroes" who have high earnings and are willing to take risks. "

Their leisure pursues involve discovering. There are also young travellers who travel to experience the world and establish their professions. The other group is elderly travellers who have time and money for travelling.

"The needs and the leisure prospects of these groups are different", de Alwis said.

'The recent tsunami has provided an opportunity for the local travel industry to focus on these markets.

"But so far the industry has not concentrated on these areas. We went on rebuilding our hotels but did not cater to these emerging markets,' he said. The country should focus on the lesser number of tourists, who spend higher amounts.

Today a tourist spends USD 50 to USD 60 per day and this should be changed into an average of USD 150 per day.

De Alwis who is also Executive Chairman of Richard Pieris Tyre Company Ltd said while concentrating on up market groups, the industry needs to focus on young travellers.

'There is a huge market potential in this sector. After these young travellers get married they will come back with their families, he said.

"Local tourism campaigns have to target travellers' needs. Tourist promotion should be aimed at the correct traveller and his needs,' he stressed.

"There is a need for a Tourist Promotion Board for the industry, which is a public-private partnership. There must be good leadership, which can stand any pressure.

"The leadership should be neutral. The Board could do market research, promotions, pricing and distributing for the industry, he added.

"Safety is an important aspect for a traveller. Some international media organisations misled the world on violence that occurred in the North-East recently. The Ministry of Foreign Affairs and the travel industry have to educate the world on the real situation.

"The conflict impacts badly on the travel industry. But we need to think positively and need to have plans for the development of the industry when peace dawns on Sri Lanka,' he said.

"The local travel industry cannot conduct promotions by themselves and Sri Lankan business leaders, professionals and students need to promote the image of the country in the world for the development of the travel industry," he said.