Tourism Industry way forward

K. A. D. George Michael, Additional Secretary (Tourism) Ministry of Tourism

The year 2007 will add on to the history as a year of challenges for Sri Lanka Tourism.

Those challenges were to be overcome by Milinda Moragoda who assumed duties as Minister of Tourism together with Faizer Musthapha who took over the position of Deputy Minister of Tourism.

Industry growth momentum remained sluggish during the year 2007 although the month of January saw an unusually high arrival figure compared to year 2006. From February onwards arrivals started dipping and the reasons were obvious.

The disturbing internal security situation seemed worsening with the attacks to Galle Fort, abortive attempt to assassinate Army Commander, air attack at the BIA and several other sporadic incidents.

As a result of reporting the conditions here in Sri Lanka to the respective markets such as UK, Germany, France and Italy by the Colombo based Embassies negative travel advisories originated as a deterrent to the Tourism development.

Given the adverse travel advisories Tour operators in those markets suspended promoting travel to Sri Lanka.

Closing night operations at the BIA, although unavoidable, fuelled the situation while conveying a further negative message across foreign tour operators and the airlines.

Nevertheless, the industry leaders were prepared to go with the Ministry and the Sri Lanka Tourism Development Authority an extra mile in preparedness to face any eventualities.

Ministry forthwith sought the GOSL approval in the beginning of the year to offer a relief package to the ailing industry to sustain.

US $ 10 visa fee imposed by the budget 2006 was recommended to be postponed till the end of the year 2007.

The Electricity Board was asked to bring the tourism which involves a lower tariff establishments under the industry category.

Hoteliers who were affected by the tsunami were given extended time for loan repayments.

The biggest challenge Tourism had to face was to retain the tour operator confidence towards destination Sri Lanka without pushing them to divert the traffic from Sri Lanka to elsewhere.

For this purpose a tactical marketing program was launched with the active involvement of the industry, airlines and the tour operators on cost sharing basis.

UK, Germany, France, Netherland, Belgium, Middle East, China, Japan were sharply focused through this initiative. Sri Lanka Convention Bureau launched a vigorous marketing campaign in India targeting the corporate sector with a view to invigorate the MICE segment.

While taking such initiatives ministry attention was focused towards product development and domestic Tourism facility development which are not very often pay sufficient attention.

On the advice of the Minister of Tourism more than twelve advisory panels on selected subjects such as community based tourism, domestic tourism, water sports and adventure tourism, ayurveda tourism, cruise tourism, golf tourism, niche tourism etc were set up which facilitated a wider public consultative process for the promotion of different aspects of Tourism.

The Sanga Council that was constituted comprising high Buddhist priests brought forward several important suggestions for domestic Tourism and regional tourism development which is continuing.

Tourism being a concurrence subject under the 13th amendment of the Constitution a very liberal but constructive policy was adopted in working with the Provincial councils.

For the first time in the history of tourism a forum of Provincial, Tourism Ministers was set up which meets once in three months in the Provinces on rotation.

To facilitate the Tourism Provincial Minister’s forum a similar structure was created clustering the secretaries of Tourism Ministries of the Provincial Councils.

Several training opportunities were offered from the centre to the Provincial Councils while extending opportunities for the Tourism Ministers to attend tourism related overseas events.

Action was also initiated to develop tentative Tourism plans for Urban Councils and Pradeshiya Sabas.

With a view to arrest Tourism related crimes and to entertain Tourism complains a special Tourist Police Division was set up in the Tourism Authority premises. under the supervision of a DIG and a fulltime SSP.

Promulgation of the Tourism Act no 38 of 2005 during the latter part of year 2007 dotted an unforgettable landmark in the annuls of Sri Lanka Tourism and was the biggest challenge Tourism Ministry faced.

This legislation superseded the Tourism Act No. 10 of 1966 and some selections of the Tourism development Act No. 14 of 1968.

The resultant administrative decentralization gave birth to four statutory bodies. to work independently managed by a chairman and a Board of management.

Sri Lanka Tourism Development Authority, Sri Lanka Tourism Promotion Bureau, Sri Lanka Convention Bureau and the Sri Lanka Institute of Tourism and Hotel Management are the establishments that came into existence.

These new bodies will elaborately undertake development, planning, setting standards, marketing and promotion, MICE Tourism promotion and Tourism HR development.

The most significant feature in setting up of these administrative structures to spearhead the Tourism industry was availing equal opportunities for the large, medium and small scale business operators to develop a healthy partnership with the Government sector in Tourism policy making, planning and product development.

Sri Lanka tourism industry irrespective of the country situation continued to attend all the global travel fairs held in UK, Germany, France, Japan, China and India to enhance the tour operator and the world community confidence towards Sri Lanka with a strong message that Sri Lanka Tourism is bouncing back as it used to be in the past.

Middle East market demonstrated a phenomenal growth during the year 2007 as compared to year 2006 with a 27 per cent increase backed by several interventions of the Deputy Minister.

Minister’s visit to Israel and Iran turned a new chapter in our recent relationships with Middle East and opened up a lucrative market with high spending tourists.

Plans are underway to exploit maximum benefits out of these newly emerging markets. Overall Tourism marketing and promotion strategy with the past several years experience will be placed on a solid track.

An advertising company will be selected soon to carry out this Tourism advertising programmes of Sri Lanka tourism very professionally.

Destination representation companies will be hired to be stationed in key generating markets such as Germany, France, UK, Italy, Middle East, South India, China and Japan.

Tourism Recourses Improvement Project already finalised by the Ministry with JBIC funding assistance will help developing Tourism infrastructure in Negombo, Nuwara Eliya, Sigiriya and Anuradhapura tourist resorts while sprucing up Tourism products in those areas such as Hamilton canal in Negombo dredging the Gregory Lake-Nuwara Eliya, Sigiriya and Anuradhapura ring roads while building up a new hotel school in Kandy.

The total project cost is nearly Rs 3 billion. We have been able to secure ADB funding for a similar project for infrastructure development in Kandy including dredging Kandy Lake, repositioning traditional craft villages in and around Kandy to showcase Kandy as a cultural centre and as the gateway to the north cultural triangle.

As an another component of the same project the second cultural triangle will be carved out in the Southern part of Sri Lanka clustering archaeological attractions such as Tissamaharama, Buduruwagala, Maligawila, Dambegoda and Kataragama. All these cultural sites depict Mahayana Buddhist tradition in Sri Lanka which will be of immense interest to most of the Asian countries.

Having successfully overcoming the challenges facing the industry, Sri Lanka Tourism is now on the threshold of the year 2008 for an invigorated beginning.