Towards reaching tourism goals

Vipula Wanigasekera

There is no looking back for Sri Lanka Tourism, the industry which is poised to take off with the total revival of peace in the country. All expectations are that Sri Lanka would be a 'new destination' for potential first time visitors and a peaceful location for repeat holiday makers.

However, some industry experts have expressed cautious optimism for the immediate future and opined that the real benefits could accrue from the year 2010. The ground being the global economic setback that has impacted on lifestyles of travellers thus changing the holiday patterns.

In March 2008 Pacific Asia Travel Association (PATA) predicted a robust growth for travel and tourism in the Asia Pacific region, with tourism revenues to top US$4.6 trillion and visitor arrivals to reach close to 500 million by the end of 2010. However the subsequent Travel Daily study has shown that world travel and tourism has been contracting in 2009.

In more realistic statistical terms, travel and tourism arrivals, departures and, hotel and air value sales are now predicted to contract by -1.1, -0.9, -3.6 and -2.3 in 2009 but the forecast for 2010 foresees worldwide travel and tourism returning to growth, though the progress would be down on pre-recession forecasts.

In spite of this, the growth potential for Sri Lanka should be promising for it seeks to have only a reasonable share from the target markets unlike the competitors whose economies have become somewhat over-dependent on tourism.

While making short term gains, Sri Lanka envisages proper planning, organizing and gearing up for better times when the economic recovery takes place next year driven by constrained demand and incentives from the trade and the Government to boost overall tourism flows.

The following facts have come to light in this scenario.

Despite the increased preference for short haul destinations, Western European markets need to be fed with continuous promotions to regain the lost market share with the expectations of the travel advisories being removed in the near future. UK, one of the key markets for Sri Lanka, has already done that.

Asia Pacific maintains its position as the highest tourist generating region, of which India has been number one for Sri Lanka and continued to be the single country that will send the most number of visitors to Sri Lanka in the coming years too. Around 85,238 Indians have visited Sri Lanka in 2008. It is expected that efforts to promote the Indian market will be doubled in the coming months noting that India is striving to achieve an economic growth rate of 6 percent in this year.

The main source of information which has influenced the visitors to choose Sri Lanka has been recommendations of 'friends and relatives' and the Internet. Word of mouth is identified as the most credible source and the message that is carried by the departing tourists would be a key determinant in the decision making for the choice of destination.

Most visitors have made their travel plans one to three months prior to their departure. This implies the changing patterns in the bookings made without planning the holidays way ahead of time.

The work that is carried out in the promotions could generate early results. Timing of the promotions is therefore crucial, targeting the vacation times. Most tourists have been in the middle age group of 30 -30 and 40- 49 and most of them have visited the country with their spouses and children.

The true income generation seems to have been derived from this segment which requires to be induced with continuous reminders through marketing tools also bearing in mind the niche markets of high spenders and free individual travellers for longer stays.

The targets set by the authorities are encouraging for the industry to look forward to tourism becoming the largest foreign exchange earner with the required arrival figures in the coming years.

Nothing will prevent investors from entering Sri Lanka tourism particularly with the development of Kalpitiya and the Eastern region. The one stop shop concept in the East is welcome thus preventing the potential investors being sent from pillar to post for approvals.

The other area of concern is the infrastructure development particularly the expanding room capacities, better roads and transport systems and the early measures sought to mitigate issues of pollution and garbage, as well as undue approach by touts, beggars, and also three wheel drivers, which could well drive the tourists away and may well explain the reasons for the lack of repeat visitors into the country.