Harnessing tourism potential

Perhaps no other sector had received such a battering from the long drawn out war as the country's tourism industry which was at one time brought in the shekels in a steady stream. Time was when our tourism industry competed on equal terms or even eclipsed some of the well- known tourist destinations of today.

Sadly, today we have been left behind by these countries who have forged ahead attracting the bulk of the tourist traffic.

It is in this light that plans made to revive and overhaul the country's existing tourism set up assumes significance.

The target set by Sri Lanka Tourism to make the tourism industry the highest forex earner in the country by 2016 hopefully would be achievable given Sri Lanka's vast potential to be a tourist hub in the region.

SLT Chairman Bernard Goonatileke was quoted in our Business pages yesterday as saying that they hoped to attract 1.5 million tourists by 2016. He has outlined various plans including introducing new aspects of tourism and novel concepts such as eco tourism to achieve this target. An 11 point action plan has already been mooted.

Tourism was one of the mainstays in our economy in the early sixties that warranted the setting up of a separate Ministry to oversee the subject. Those were tranquil days when life coasted along at a leisurely pace with not a cloud in the horizon foreshadowing the events to follow two decades later which dealt a mortal blow to the tourist industry.

The old timer could still picture the activity and hustle and bustle at tourist spots where heavily tanned westerners lapped up the sun on golden sandy beaches, taking leisurely strolls, boat rides and enjoying the multifarious amusements and attractions on offer. Sadly this landscape has changed today and it will be up to our tourist planners to bring back those nostalgic times when the tourism industry flourished.

Saying that, we hasten to add that our tourism industry has been a resilient one which was always able to rise from the ashes. If not how could we have got down as much as 400,000 tourists last year with all the gloomy travel advisories put out by some Western countries to discourage prospective travellers to the country. True, we may not have a steady stream of tourists as in the past but Sri Lanka has always been irresistible to the western tourists for its many charms and attractions. The nostalgic accounts of some old time returnees that frequently appear in the press bear testimony to this.

Director Sri Lanka Tourism S. Kaleselvam says that the industry generated over US $ 350 million last year with the arrival figure reaching 390,000. This may represent a 10 cent drop over the corresponding period the previous year. But the unsettled security situation alone is not responsible for this phenomenon. The global economic melt down was also a key factor as seen in the drastic drop in tourist arrivals in key locations throughout the world.

Therefore our tourist planners need not be put off by the internal security situation but continue resolutely to revive this industry which was once a major money spinner. What is needed is a well thought out blue print to revive the industry which is still recovering from the tsunami. There has to be new ideas and new strategies with attention on a holistic picture. A co-ordinated effort is needed to develop the industry with other arms of the state too co-opted.

What is needed is an integrated strategy. Piece meal solutions will not suffice given the vast areas covered by the tourism industry and it's inherent potential to expand. Today the world has come long way from the stereotype tourist whose lot has been the sun beach and sands. Many countries while catering to the traditional tourist have ventured into wider fields that are more attractive to the modern tourist. Among these are theme parks and wild life landscapes where animals dwell in their natural habitats while being captive. Sri Lanka is home to a rich fauna which could be exploited as a lucrative tourist attraction.

We should also concentrate more on the promotional aspect to sell our product in a more attractive package. In this respect we should emulate the Maldives which has been able to market its tourism so effectively where it still continues to the be chief foreign exchange earner despite the many vicissitudes undergone by the atoll nation. Cuba is another example where despite the economic blockade is attracting a steady streams of Western Tourists.

A professional approach is needed in devising plans to put back the industry on a firm footing. We should also look into ways of tapping the regional market which has enormous potential. Promotional campaigns should be launched to lure more tourists from our SAARC neighbours. With the common cultural ties between member nations this could be a more productive exercise than the expensive promotional campaigns carried out in western capitals. The anticipated Indo-Lanka rail extending into other SAARC neighbours, in the near future it is hoped would see an expansion of regional tourism and a fillip to the tourist industry. The removal of existing visa restriction could be an added boost.

It is hoped that the plan to revive the tourist industry would be carried out in earnest with the support of all sectors to achieve the set targets that would once again lift the industry to its pre eminent position and a major contributor to the country's economy.