Lanka as a 'spirit of travel' destination

The sedate charm of our front page pictures featuring the multifaceted resplendence of 'Lassana Sri Lanka', could very well be the focus of the tourism authorities as they seek to promote Sri Lanka as a world class "spirit of travel" destination.

As disclosed by us yesterday, the aim of the Tourist Board through this new campaign is to boost tourist arrivals in this country to one million by 2010. Besides, the market segment aimed at is high budget customers who would prefer quality hospitality and relaxation rather than low budget ones, who could help increase our tourist arrivals but would not necessarily be instrumental in upgrading our tourist industry nor contribute substantially towards our earnings.

Needless to say, Sri Lanka could be the ideal destination for those tourists of refined tastes and substantial means who look for quality destinations which would not only meet their essential material needs and physical requirements but also deeply satisfy their aesthetic sense. It is our view that Sri Lanka's enduring natural charm and splendour is yet to be conveyed or show -cased to the world and this must be done dynamically if this country is to prove a number one tourist attraction in the Asian region.

What the average tourist looks for in a tourist destination such as our's is a wondrous and inner peace-inducing geographical locality which would give them that "out of this world" feeling of elation, which no amount of money could really buy.

Our scenic splendour is so entrancing that these needs in the tourist with refined tastes could be adequately met and enhanced through the exercise of some creativity on the part of our leisure industry. Hotels that blend easily and invitingly into natural surroundings have already been built by some of our hoteliers and we hope the trend would catch on.

The success of such ventures and programmes needs to be premised on a dynamic promotional drive by our tourism authorities coupled with our missions abroad. We wonder whether a programme of this kind which would adequately project Lanka as a world class "spirit of travel" destination has been fully tried out to date. Since it is difficult to recollect such an initiative, we call on the authorities to spare no efforts to make this programme a success.

The authorities need to also dispel the erroneous impression which may have formed in the minds of some prospective travellers that Sri Lanka is rife with security risks. This has sometimes been an issue in tourism promotion drives and we call on the authorities to fight tooth-and-nail against the efforts in some quarters to convey a negative image of Sri Lanka.

The truth is that for true adventure-seekers no resplendent country could be a risky proposition. Indonesia and Thailand which continue to draw tourists, are cases in point.

When the true state of affairs in Sri Lanka is cogently publicized, Lanka would prove a magnet among tourists. For Lanka's peace is marred by only a few incidents of violence and the country is by no means conflict-ridden.

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