Lanka targeting more tourists from Middle East - Deputy Tourism
Minister
As Sri Lanka’s tourism industry continues to grow, the country is
increasingly targeting tourists from the Middle East. The nation also
hopes to make use of the tremendous opportunities arising from the
region’s hospitality sector to boost its tourism. For instance, plans
are afoot to open hospitality training institutes in Sri Lanka.
Faiszer Musthapha, Sri Lankan Deputy Minister of Tourism, spoke
exclusively to Emirates Business about the tourism industry in his
country and the Middle East.
Q: What kind of revenue do you see from the Middle East,
especially from the UAE, for Sri Lanka’s tourism sector?
A: We saw a 30-per cent growth last year in the Middle East
market and the growth percentage looks similar this year.
The Middle East is a very promising market, especially when you
consider the region’s revenue from the oil boom.
Q: Are you looking at joint ventures in the UAE to boost
tourism ?
A: The Galadari Group in Colombo has been involved in joint
ventures. In fact, I’ve also had discussions with the group regarding
this. Also, we are looking at promoting our tourism and hospitality
sectors here. Some of the hoteliers here would like to set up
hospitality training institutes in Sri Lanka to meet their requirements.
Q: Have you seen an increase in investment in Sri Lanka from
the UAE?
A: Yes we have. I don’t know the exact figures, but there is
definitely an increase in the hospitality sector.
Negotiations are going on for more. Sri Lanka’s hospitality sector
has greatly focused on the Middle East in the past two to three years.
Before that we did not consider the region to be an important market.
However, there is now a mind-shift and more priority is being given
to the Middle East because geographically it is next to the Indian
Subcontinent. And with the current oil boom it will only be more prudent
for us to promote Sri Lanka here. We want to give this region a lot more
focus.
Q: In what ways are you focusing more on this region ?
A:Through advertising, for instance. We’ve started advertising on Al
Jazeera to target the Arab population and are encouraging them to visit
Sri Lanka.
We are also hosting programmes for journalists and inviting them to
visit Sri Lanka and write about the nation. We have a lot of operators
from Lanka also coming here and doing road shows about what we have to
offer.
Q: How many operators have you had and have they increased now
?
A: We had 10 to 15 operators three years ago. Now we have more
than 30. They were always keen on coming here and promoting themselves.
Q: SriLankan Airlines does not have a tie up with Emirates
anymore. Has that impacted the number of tourists visiting your country
from the UAE ?
A: No, because we are co-operating with Emirates commercially,
so I don’t think it will affect tourism in Sri Lanka.
This is evident on Emirates airline brochures, for example.
Sri Lanka has been given prominence. So a lot of importance is given
in promoting Sri Lanka as a holiday destination.
Q: What kind of growth do you see from this sector by the
year-end and what will the Middle East’s contribution be ?
A: I believe the Middle East market will continue to see a
growth of 30 per cent this year and the year after that. This is due to
the heavy focus on this region through campaigns and advertising. We do
not see this kind of growth in other markets, as the growth here is
primarily due to the oil revenue and economic prosperity. Also the close
proximity is an important factor.
Q: What are the major challenges faced by the tourism sector
in Sri Lanka?
A: The major challenge is terrorism, which we have been facing
in the North and the East of the nation. However, we have eradicated it
in the East.
Some incidents have fuelled negative sentiments, but we are earnestly
working on promoting Sri Lanka as a safe destination, which is what it
really is.
Seeing is believing. And I believe people who visit Sri Lanka will
change their perceptions and spread the word around.
Emirates Business |
