Travel industry poised for a spirited upsurge
Underpinning the tourist revival is the fact that Sri Lanka is
emerging a popular destination for many seeking to fill their leisure
amidst the country’s idyllic setting. The laid-back and the debonair are
being increasingly lured to our shores as an assured place for respite
or revelry.
More importantly, the country’s stunning diversity embodying cultural
sites, historical treasures, the sun-drenched beaches and trendy urbane
hotels promises it to be a captivating destination.
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Golden
beaches and tropical climate, main tourist attractions. File
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It is also a fact that professionalism inherently linked to tourism,
the new tier in social networking had been well-articulated by Sri
Lankans practising this trade. Its vexing demands are met quite
competently by thousands who are in it for good.
Sri Lankans seemed quite adept at it now. The long drought brought on
by the terror war did not dim their hopes. They hung on striving to be
seasoned masters of this trade and their patience was paid off.
From reservation, itinerary, destination and packaging to check-in,
tour, wine, dine and relax -the whole gamut of hospitality wrapped into
this acclaimed venture gets accomplished with consummate dexterity.
Kudos to all of the nimbly operators.
New dimension taking shape
It is beginning to take on a new dimension. Already advance notices
of events such as Pacific Asia Travel meetings, Asia Cup Cricket,
probable bid to host the Commonwealth Games, Hikkaduwa festival and many
other events have become international buzz words. That was unheard of a
few years ago. The reputation has grown exponentially.
Places like Kalpitiya, Pasikudah, Kuchchaweli, and Arugam Bay-the
surfing haven, Yala, Wilpattu, Koneswaran temple in Trincomalee or
Unawatuna beach-just to name a few- are entering the tourist lexicon
like Banda Aceh or Pattaya Beach.
Most visitors seemed to believe that what was being offered in Sri
Lanka is a bonanza awaiting them-often way above expectations. It is an
exotic package, best in aesthetic appeal whether of stone or of art or
in the realm of R and R.
The tourists are leisured and show an amazing proclivity for
rusticity, scenic splendour and near artistic satisfaction in the
ingenious search for a well-earned vacation. They savour the experience.
Attention to detail complemented the warmth projected by the hosts
welcoming the visitors. A US couple after a visit recently said: “they
spoiled us to the core-bottle of Bordeaux was handy for the connoisseur
of wine; breakfast table was always stocked with choices of cereal,
milk, yoghurt or the local specialties like, kiribath or egg hoppers.
Dinner recommendations were excellent for everyone travelling out and
there was extra shower gel at the end of a tired day.”
The billion dollar target
The luscious greenery is spell-binding and prospects of a time
well-spent seemed hypnotic to many. The hotel industry has come of age.
Charming the guests has become second nature to everyone.
It is predicted that this industry is capable of bringing in over a
billion dollars annually-like the other major income earners-tea,
garments and foreign remittances of those living abroad. The 450,000
arrivals in 2009 that brought in nearly $ 350 million in revenue from
the industry would likely be exceeded this year.
Investment outlays
The year 2011 has been declared the “Visit Sri Lanka Year” by the
President. Tourist arrivals for the first time are expected to hit one
million by 2011 and the target for 2016 is 2.5 million. The number of
rooms available now is at 14,500. That needs to go up by at least 3,000
within two years.
The targeted increase in room capacity to 35,000 rooms by 2016 meant
the outlay of US$ 10 billion. It is well-within reach but no cakewalk.
The portents are good as the valuations of traded stocks in tourist
ventures have zoomed to dizzy heights. The hotel sector is trading at a
very high 103 times profits in the Colombo Echange. In December 2009
hotels contributed three percent to profits. In March it was eight
percent according to the latest data available.
Presently, the infrastructure can handle up to 800,000 visitors a
year, comfortably meeting expected demand this year of 500,000. The
country aims to add nearly 20,000 hotel rooms in the next six years to
cater to the anticipated boom in tourism.
The Tourism Development Authority has already approved the
construction of new hotels in Pasikudah and Batticaloa to promote
eastern beaches as a tourist destination. New zones which are being
developed as tourist hotel sites are, Kuchchaweli north of the eastern
port and five islands in Kalpitiya, which would be similar to the
Maldives.
Plans are afoot to build a domestic airport at Uchchamunai, an
under-water amusement park in Kandakkuliya, a golf course in Dutch Bay,
a race course and a cricket ground in Kalpitiya. Fishing Tourism,
Leisure Tourism and Ayurvedic Tourism are some of the concepts the
Government is planning to implement to attract the global appeal.
Bed and Breakfast outlets
As post scrip to the optimism described here, there is also a
participatory element taking shape as thousands are getting into the bed
and breakfast business.
The number of home-hospitality Ads appearing in the internet had
quadrupled during the past two years. Many places offer room, dinning
and kitchen facilities with TV, washer, dryer and all other conveniences
for as low as $30 a night.
The Bread and Breakfast outlets dotting the landscape from
Bambalapitiya towards Moratuwa and in many other places like Kandy and
Galle are a certain indication that more are drawn to this business and
it is bound to grow. Optimism is quite high.
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