Tourism

Challenges in the booming time

Vipula WANIGASEKERA

It's pay day for tourism industry, one might say. Hotels run high occupancy rates. Tour operators don't complain so much. Arrivals are increasing every month compared to last year. So every indication is that tourism will do well unless some macro issues obstruct the upward trend.

A tourism training session in Habarana. Courtesy Sri Lanka Convention Bureau

What needs to be done now is rather complex with different opinions being expressed by various quarters. Infrastructure development, foreign or local investment for tourism plants, training for future activities, upgrading standards, entering new markets are concerns that are presently under deliberation.

Some have voiced out to imply that tourism needs a master plan while others lament that there is no tourism policy in the country.

These are all incorrect statements. Piles of master plans, regional plans and policy documents prepared by experts are available with authorities and they are freely available for reference.

Research studies give us some useful information as to the future trends but consumer preferences are difficult to ascertain as they keep changing not only because of varying perceptions of consumers but also due to intense promotions carried out by competitors to gain the lion share of their respective target markets.

The tourism scenario in Sri Lanka has changed with the pendulum swinging from one to the other side in which we could boldly say that Sri Lanka is perhaps the 'Safest destination in the world'.

This is in addition to independent favourable views such as National Geographic Channel announcing Sri Lanka being the second best country to visit.

Tourism authorities are bombarded with proposals and suggestions for future development which include policy making to regional development. The Authorities would be more than happy to implement everything that is put forward provided there are funds, structures, competence, manpower and a smooth path to tread on.

One pragmatic approach would be to identify the priorities while making assessment on practical realities in the implementation.

Obviously everything cannot be achieved simultaneously and make everyone happy, hence the need to list down the priorities with the agreement of majority of the stakeholders with which, half the battle is won.

Assessment of regions and locations to be develop stand as the top priority. Where should be the main focus? Kalpitiya, East or other underdeveloped areas in which case the budget allocations must be made accordingly.

The tourism fund does not warrant infrastructure development in all the regions even if a good chunk is diverted from the TDF.

It is for this reason that tourism plans should fall within the overall infrastructure development of the country or the Macro infrastructure plans have to encompass tourism areas earmarked for development.

If not, the tourism areas have to be linked up to overall development through consultation and consensus.

In the area of location and product development, it would be a mission impossible for Tourism Authority to work in isolation.

A well structured coordinated effort is needed engaging all other relevant ministries, departments and authorities, provincial councils.

A Tourism Coordinating Committee on Development should consist of and must be driven by high powered officials responsible for progress each month. This is the only way to fast track tourism development in all potential areas. Action is what the masses expect and not the documents.

It may be the right time to practise what has been preached over the years and that is to focus on value over numbers. Sri Lanka is becoming a sellers' market that will give the industry the opportunity to select a business that generates high value over the other.

The promotional focus on high end segments is now desirable with the limited accommodation capacity available in the country.

Assuming that the development of new plants would take a while, another priority is to manage seasonality of demand.

A process of stimulating demand at less peak times (if that is foreseen from forward booking patterns) would enable consistent revenue from tourism thus ensuring regular income by utilizing optimum capacities to be above break even.

There is a dire need for improving quality of tourism jobs while new recruitment is expected rise to cope with the increasing arrivals.

HR management will have to play a key role in training and education without totally depending on the Hotels Schools whether they are State or private.

One motivating factor would be to make sure that tourism brings net benefits to those it employs.

One fear, not seen by many, is whether the current trend that has made the industry a cash cow would overshadow the essential steps to be taken to secure the future of tourism industry. It is expected that there will be no undue delay in land matters and getting the areas cleared for tourism.

The potential and genuine investors should not be discouraged in their desire to part with their money on tourism.

There should be sufficient training, encouragement for youth to become professionals in tourism industry as the service element is the heart of the industry. Further, the progress should be aimed at direct or indirect benefits to communities in general.

If not, the public support towards the industry will diminish. Educating and getting the people participated in tourism one way or another is another task. People who do not have confidence in tourism will eventually turn out to be hostile rather than hospitable.

Protection of natural and cultural heritage, strengthening visitor management, conservation of biodiversity, avoiding health and environmental hazards need no elaboration in future development plans that all stakeholders should be conscious of.

Lanka's Tourism and Hotel Management Institute plans:

Hotel schools in Maldives, Middle East

Charumini DE SILVA

Tourism is a labour intensive industry and more professionals are needed to cater to the rapid development of the sector.

Sri Lanka Institute of Tourism and Hotel Management (SLITHM) is planning to set up more hotel schools outside Sri Lanka including Maldives and the Middle East. SLITHM has selected Maldives mainly since it is one of the most popular tourist destinations in the world.

The tourism industry in the Maldives is one of the major industries that contributes immensely to the Gross Domestic Production (GDP) in the country.

However, Maldives still does not have a recognized hotel school to cater to the increasing demand in the hotel industry, Sri Lanka Institute of Tourism and Hotel Management (SLITHM) Director General Dr. Suranga Silva told Daily News Business.

"Many Maldivian students come to Sri Lanka for their higher studies. With the setting up of this hotel school, we are planning to introduce e-learning to Maldivian students," Silva said.

The total investment of this project has not been finalized.

It will be developed as a joint venture of the two countries.

This is the first time that Sri Lanka is setting up a hotel school overseas and it will be an added way of generating foreign exchange to the country's economy.

There is scope for more hotel schools in Middle East countries. Some of countries have inquired about this already.

The Institute has four Provincial Schools in Kandy, Bandarawela, Koggala and Anuradhapura. The management is planning to set up another provincial school in Jaffna soon.

Around 1,000 students pass out from these Provincial Colleges annually.

Dr. Silva said the country needs to adopt better marketing strategies to increase the number of local students and explore training opportunities abroad to uplift the industry.

Human Resource Development (HRD) has to play a key role in the tourism industry.

Unskilled labour may have a great impact on the tourism products we offer.

Dr. Silva said they need to swiftly look for ways of assisting and grooming them when and where possible if the intention is to have a demanding tourism product, which can resist competition arising from the region.

Tourism is embraced as a subject for serious academic study for many reasons such as its emergence as a source of national economic growth, employment generation, recreation, leisure and more on lifelong wellness practices.