TRAVEL

Kotler sheds light on tourism marketing

Sanjeevi JAYASURIYA

Sri Lanka has great opportunity to become a green tourist destination and the country has fantastic green landscape that could attract any kind of tourist.

Renowned marketing guru Prof Philip Kotler visited Sigiriya on Sunday. Kotler’s visit to Sigiriya was organized by Sri Lanka Tourism and Sri Lanka Tourism Chairman Dr Nalaka Godahewa. Sri Lanka Institute of Marketing (SLIM) President Thushara Perera and Sri Lanka Tourism Promotions Bureau (SLTPB) Managing Director Rumy Jauffer also accompanied him on the tour.

It should re-think about the right slogan to promote the country, marketing guru Prof Philip Kotler said.

SriLankan Airlines could play an imperative role in promoting the country as Sri Lanka has enormous potential to offer tourists. The country could promote tourism by changing the mindset of tomorrow's decision-makers, Kotler said after a visit to the Sigiriya Rock fortress on Sunday.

"Infrastructure development activities carried out at present will facilitate faster economic growth and it will also ensure the growth in the tourism industry. The necessary growth model could be derived at the human development summit gathering global gurus to change people's perception and capacity building to be held shortly," he said.

"There are many countries in the world striving to obtain the green label, but Sri Lanka truly deserves to be called a green destination. It is one of the best locations in the world for eco-tourism," he said.

Youth, women and people attracted to the internet are called netizens, could really make a change in Sri Lanka. I think the two letters S and L in the word Sri Lanka should mean "So Lovely" which is the feeling I had visiting this wonderful landscape," Prof Kotler said.

Tourism needs quality HR management

Charumini DE SILVA

The tourism industry will have to face a major challenge if the human resource factor is not addressed now, a senior hotelier said.

The critical human resource factor is a major hidden issue that will soon expand into a great crisis later on if not properly and immediately addressed, Asian Council on Tourism Confederation of Asia Pacific Chambers of Commerce and Industry (CACCI) Chairman Anura Lokuhetti told Daily News Business.

"Building hotel rooms and infrastructure requires time. Equally, training and development of proper staff for the emerging tourism industry too takes a considerable time," he said.

He said considering the competitive nature of today's tourism industry, quality training together with professionalism of staff will have a major impact on the competitiveness of the destination.

Travellers expect high quality and efficient service standards, which no amount of hospitality alone can substitute for. Therefore, hospitality today has to be tempered and improved with good professionalism as well.

"Sri Lanka is now talking of tourism with a positive attitude and this great opportunity should not be allowed to pass without making maximum use of it," he said.

"It is timely for policymakers in education to give serious consideration to align the education system to cater to the development of resources and identified industries that could really make a difference in developing the country's economy," Lokuhetti said.

Unlike in other industries, the informal sector serving the tourism industry is much larger with a wide range of peripheral service providers such as guides, chauffeurs, ticketing agents, travel agents, transport providers and many others that directly come in contact with visitors and play an important role in the tourism industry.

"All the service providers, direct and indirect, in the tourism industry have to uplift entrepreneur skills and professional skills to continue to retain the competitive edge in Sri Lanka tourism," he said.

He said the total direct and indirect employment in the tourism industry will easily surpass 800,000.

Currently, only about 55,000 people are directly employed in the industry, while at least another 85,000 are indirectly employed.

However, considering the informal sector there could be at least another 20,000 employed making the total number to about 160,000.

The tourism industry is reaping rich peace dividends today. There is more than US$ 500 worth of foreign and local investment numbering 93 projects, which is an encouragement for tourism industry professionals.

SriLankan Airlines bags four tourism industry accolades

Deputy Economic Development Minister Lakshman Yapa Abeywardhana presents the Hall of Fame Award to SriLankan’s Worldwide Sales Head Mohamed Fazeel. Also in the picture is Sri Lanka Tourism Chairman Dr Nalaka Godahewa

SriLankan Airlines was the winner of four Awards of Excellence, presented by the Tourism Authority of Sri Lanka for the airline's contribution to the Travel and Tourism industry in 2010.

Most prestigious among them, the 'Hall of Fame' Award is in recognition of the national carrier as the 'Airline of the Year' for three consecutive years.

The other awards won by the airline are, 'Airline of the Year for 2010' for contribution in the year that Sri Lanka witnessed a clear turnaround with rapid growth in inbound tourist traffic; the Inbound Tourism Promotion Award ; and the Best Print Media Presentation in Travel and Tourism for the airline's inflight magazine, Serendib.

The magazine is published for the airline by local publisher, BT Options.

KumbukRiver named ultimate honeymoon destination

Sri Lanka's highest-awarded destination KumbukRiver has bagged another title as the best honeymoon destination for adventurous newlyweds.

KumbukRiver

The one-of-a-kind eco-resort, which already boasts several world-class titles, was dubbed the most adventurous location by BlissfulVows.com, a well-known international website dealing with all things nuptial.

Hidden in the verdant wilds near Okkampitiya, Buttala, KumbukRiver has drawn much international commendation and media interest for its unique sustainable tourism concept, making it arguably the most internationally-acclaimed resort destination in the country.

"For the adventurous couple always ready to walk down new roads, the KumbukRiver Resort in Buttala, Sri Lanka may be the ultimate honeymoon destination. KumbukRiver is referred to as 'Eco Extraodinaire', its resort was built to be materially, structurally harmless to the biodiversity of Sri Lanka.

The ecologically-minded, the gung-ho-for-adventure, and the curious are all drawn to this resort for an interesting reason: it's an elephant.

To be more specific, a 40-foot, two-story villa shaped into the world's largest elephant.

This resort sits on the edge of the Yala Wildlife Sanctuary and effortlessly meshes with its surroundings, contributing to the full Sri Lanka experience, BlissfulVows comments on its choice as the most adventurous resort for honeymooners. Made famous by its gigantic eco-villa in the shape of an elephant, KumbukRiver won a 'travel Oscar' in 2008 as the world's leading eco-lodge at the coveted World Travel Awards, an award for which the resort was nominated for four consecutive years from 2007 to 2010.