Miracles do happen in Sri Lanka

Nilma DOLE

Just like peace was a miracle in Sri Lanka, under the vision of President Mahinda Rajapaksa, the happiest people tasting the sweet results of success are those from the travel and tourism trade. It is no secret that this industry for skilled and semi-skilled workers is one of the largest foreign exchange generators in the country.

In a bid to boost tourism in the island, the Sri Lanka Tourism Promotions Bureau (SLTPB) re-launched their brand to 'Sri Lanka Small Miracle' recently to help those who have been struck hard by not only the terrorist war but also the global economic recession.

Speaking via video-conference to a star-studded gathering at the brand launch, the President declared 2011 as the 'Visit Sri Lanka Year' putting a smile on many hospitable faces. In addition to this, a special stamp and a discount booklet with postcards were printed to give tourists generating interest.

Managing Director of the SLTPB Dileep Mudadeniya said, "We are confident that tourism will pick up in Sri Lanka as the war is over, so we re-launched our image via an integrated marketing communication approach." President Rajapaksa was also quoted as saying that the plan is to get as many as 2.5 million tourists by 2016, more than the 1.5 million target as initially planned by the Tourist Board.

"Sri Lanka Small Miracle is based on the key aspects of Sri Lanka as a destination which is diversity, compactness and authenticity on an island providing a superb holiday experience that no other Asian destination can conveniently offer," said Chairman of the SLTPB Bernard Goonetilleke.

In any sense, a critical factor in determining if Sri Lanka's going to have tourists will be the various travel advisories issued by countries. While countries like Belgium have been relaxed, others like Japan have to review their advice to tourists.

Deputy Tourism Minister Faizser Mustapha said, "There is no justification for travel advisories because Sri Lanka is now free from terrorism".

Diplomats and travel officials say that it'll be soon until travel advisories are relaxed as they are reviewed annually. The Deputy Minister also said that the Ministry is in "continuous dialogue" with the embassies and High Commissions to highlight that Sri Lanka is a safe country. Likewise, Colombo has continued with their high security measures with armed personnel in every nook and corner of the city, making it relatively safe for tourists which has dramatically reduced incidents of pick-pocketing and mugging.

Keeping in mind the small time tour operators to even the beach boys, Srilal Miththapala, president of the Tourist Hotels Association of Sri Lanka said that growing tourism numbers will offer better employment but the situation will need some healing time. The President of the Association of Small and Medium Enterprises in Tourism Sri Lanka Siri De Silva said that small and medium enterprises are dependent on tourists as many rely on its income. However, with the uplifting of tourism comes sustainable development. If the Tourist Board were to rebrand Sri Lanka strategically, it is vital that is has a good impact which is long-lasting.

The former chairman of the Tourist Board, Renton de Alwis has dedicated his life to his 'Earth Lung' project which impinges the need to put the climate change issue on the Sri Lankan map with regard to tourism.

The bottom line is that tourists who visit Sri Lanka should plant trees or buy carbon credits to offset their carbon emissions in order to drive the tourism economy for a sustainable and green country.

Political veterans like Foreign Affairs Secretary Dr. Palitha Kohona also emphasize that good national and international tourism policies are required in an effort to tackle climate change. "Tourism townships like Negombo and places along the Eastern coastal belt will be threatened if a good climate change policy isn't in action".

Some positive aspects of tourism that have been successful are the local Responsible Tourism Partnership collaborating with the Travel Foundation UK to reform 'beach boys' into Beach Operators in the Bentota and Beruwela area. Moreover, the community-based ecosystem conservation approach going hand in hand with tourism boosts a good image of Sri Lanka's tourism.

The Turtle Conservation Project in Rekawa, with its success at the World Travel and Tourism Council two years back has proved this point.

Having great UNESCO World Heritage sites in Sri Lanka is merely not enough to attract tourists, several aspects of tourist conveniences should be set up. Why is it difficult to find washrooms in these so-called World Heritage sites? Why is there asbestos roofing sheets over the Gal Vihara and ancient Image Houses making it difficult for photographers? How come restoring treasured monuments like the ruins cause destruction more than preservation?

So when Tourism Minister Milinda Moragoda asked the hospitality trade to raise their hands and asked if they were ready, we should be ready and steady to go!

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Snippets:

In 2008, the international tourist arrivals increased by 1.7 percent, from 908 Million arrivals in 2007 to 924 million arrivals in 2008.

- Tourist arrivals to Sri Lanka during the year 2008, amounted 438,475. This was a decrease of 11.2 percent or 55,533 when compared with the 494,008 arrivals recorded for the year 2007.

- The foreign exchange earnings decreased by 12.8 percent from Rs. 42,519.3 million (US$ 384 m) in 2007 to Rs. 37,094 million (US$ 319.5 m.) in 2008.

- Foreign Exchange Receipts per tourist per day recorded a decrease to US$ 76.7 in 2008 from US$ 79.1 in the previous year, a decrease of US$ 2.4.

- Tourism retained it's position as the sixth largest Foreign Exchange earner.

- Asia was the single largest source of tourism to Sri Lanka, accounting for 40.9 percent of the total arrivals.

- The average duration of stay decreased to 9.5 nights as compared to 10.0 nights in the previous year.

- Employment generated in the tourism sector (both direct and indirect) decreased by 14.3 per cent 124,456 in 2008.

- India is the major tourist generating market to Sri Lanka in 2008, recording a market share of 19.4 percent

- Sri Lanka's target for the year 2016 is 2.5 million tourists

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