More thoughts on tourism development
Renton de Alwis |
The writer himself a former tourism
administrator, feels that Sri Lanka needs to seek bold and out of the
box ways when it takes on this post-conflict phase of tourism
development. In a world where tourism demand at the high and mid-end has
changed dramatically from a 'see, do, stay' type tourism to total
immerse and experience seeking travel, talking of volume based-targets
and purely beach-stay based conventional tourism development, he feels
will not serve the future of Sri Lanka's tourism well. An island nation
blessed with biological and cultural diversity, she needs to make a
concerted effort to conserve that diversity through the practice of
sustainable lifestyles, becoming an example that can be emulated perhaps
by the rest of the world. Seeking to work towards being carbon clean as
a country will in itself enable Sri Lanka to make it the core thrust of
her tourism presentation to the world. In a world, where its people are
becoming more and more conscious of global warming and its dire
consequences, such a thrust will make Sri Lanka stand big and tall in
the crowd. Such success in itself would then lead to determining how
indeed being small and compact can be beautiful, miraculous and
desirable.
Defining potential
There is no doubt that Sri Lanka has the potential to do extremely
well in increasing the tourist numbers and foreign exchange earnings in
the aftermath of the ending of the war.
Since most imagine that tourism in Sri Lanka should also be like what
they have seen on a visit to another country, they presume that we
should emulate what we see without thought to scale, context and
appropriateness. Some even go to the extent of suggesting that we create
theme parks the likes of Santhosa in Singapore or the glitzy resorts of
Dubai.
Others suggest that we must be an ecotourism destination where
eco-lodges are built in the wilderness at the most beautiful scenic
spots, operated by investors and not necessarily by stakeholder
communities. Yet other suggestions include setting up sound and light
shows the likes of the Pyramids, Acropolis, Red Fort and Taj Mahal at
Sigiriya and other heritage sites of ours.
Our charm
The ideas are many and varied and mostly everyone who has travelled
abroad has an opinion on travel and tourism development in Sri Lanka.
What most do not see is that Sri Lanka, having relatively stood still in
time, in terms of big time development within the past three decades,
has retained what most other similar destinations have lost as a result
of rapid paced growth.
Increasing number of tourists visiting Sigiriya.
Picture by Wimal Karunathilake |
We have retained our charm in terms of our biological diversity in
most areas. We are blessed with a 50 percent green cover and a near 29
percent forest cover. The pristine nature of our coastal areas in the
East and North are still in tact and present opportunities for offering
high quality experiences to both local and foreign travellers. There is
a revival of our cultural consciousness and we are looking back to
celebrate the ethnic and religious diversity that is Sri Lanka to seek
unity within it.
Look to ecosystems
Some thinking writers have suggested that we learn from the very
basic but complex workings of natural ecosystems to form our ways and
offers, when we celebrate the unity within our own diversity. Some have
shown us that Sri Lanka indeed is one wholesome theme park that does not
need to have any built structures establishing artificial theme parks or
resorts. Our many offerings in a compact space; the Sinharaja, Knuckles
Range, Horton Plains, the many pageants and celebrations such as we see
every Poya day, church and kovil feasts, Kandy Perahara, the various
village market places (Pola), the harvesting ceremonies, Sinhala and
Tamil Avrudhu, the Pasku passion plays all form the scope of our theme
park like diversity. What we do not do adequately is to appreciate and
understand the significance and value of these, for us to be able to
present them to the world of travel with courage and confidence. We need
to develop simple infrastructure facilities to make these experiences
enjoyable such as the comfort centres and toilets, roadways, other
facilities and take-on serious promotion of these thematic events and
activities.
We also need to do away with the sad practices we have got used to,
in touting, harassment, charging exorbitant entry fees to places of
worship and the high levels of commissions added beyond the value of the
goods and services offered.
Don't count heads
Perhaps Sri Lanka's tourism policymakers should not be bothered too
much of what volume of visitors we should have be it 2.5 million by 2016
or 2012. Nor should they rush to harness the potential of the North and
the East to meet the fast-paced demand that will come, by taking on
unsustainable models of tourism development.
A solid shared vision
What we need to do now, I believe is to get the vision for our
tourism future solid and right and begin to work towards achieving it,
without diversion and with strong focus. It must be a shared vision made
with the participation and buy-in of all our people, done through
dialogue and discussion. Thereafter, we need to focus our energies to
learn of and work on our potential customers in both conventional and
new market places.
We must understand and know what they think and expect of us before
we can determine what and how we are to talk to them, to present the
brand of tourism resources we have carved for ourselves, making it
sustainable and beneficial for all Sri Lankans. |