Of skies, limits and the wonder

I often hear and read statements which say that 'Sky is the limit for Sri Lanka Tourism'. Reference is made to visitor arrival statistics of over 50 percent increases, year-to-year, period-to-period and expectations for the upcoming winter season are high in spite of the European financial woes. We still can smile and go on smiling for a while, for we in Sri Lanka still have a visitor base of manageable proportions and the impact on our natural and heritage resources are still to reach their critical carrying capacity limits. That is unless our policy makers, strategists and planners in the many areas of development choose to push the buttons of self-destruction, placing short-term gains over those of the longer-term.

Seeking premium

There are of course concerns and complaints from many operators in the formal sector accommodation providers that they are yet to get out of the 'low earning - cheap destination' positioning trap they got themselves into in the dark period the country had during those long years of conflict. There is also concern that the recently announced visa fee to be charged on an e-visa provision may throw a wet-blanket on the growth potential of future visitor arrivals. I would venture to call that visa fee a 'premium' to be paid for the still relatively pristine and unique offer Sri Lanka makes to the world at large as a visitor destination. It would do us well as a destination to use this positioning as a positive thrust, than think of it as an additional burden imposed on the industry.

Tourists enjoying in Sri Lanka

I believe that we should not have much concern about if our visitor numbers are not counted in several millions. We as a nation should also not be concerned about, if they are spending fancy amounts for accommodation at our formal sector hotels and resorts and leave that effort of making those profits to its operators. I believe we as a nation should be concerned about how much of what is spent by visitors to Sri Lanka, are retained as net foreign exchange earnings for the country and how those dollars are reaching, touching and benefiting the people at large. The ground realities are that high proportions of those dollars find their way back to their origins through pricy imported inputs for the industry and also through the various schemes that result in its non-remittance making a dent in real earnings. Called the 'yield from tourism' or the 'net benefits' these need be more important considerations for tourism researchers, strategists and planners, while they count the number of heads and the amounts spent while those 'heads' are on tour.

Our USP

We must not forget that it is not the beautifully designed hotels and resorts that form the unique selling proposition (USP) for Sri Lanka as a destination. They, where and when in place will help, but it is the relatively pristine natural environment, our cultural heritage and the warm smiles and the genuine outbursts of the 'agantuka sathkaraya' (caring for visitors) we have to offer, that forms our USP. We must also not forget that we are not the 'only girl on the beach' when it comes to beaches, heritage sites, cultural offers and even friendly hospitable people. But it is the unique blend of all of that we have in a yet pristine and compact space of this gem of an island that goes to make us 'stand tall in the crowd'.

From a tourism point of view those past years of conflict, has now given us an edge and an advantage, not many other destinations in Asia can boast about; i.e. a place in the sun which is not over-crowded, where serendipity still finds its meaning and our culture still remains relatively unpolluted by dominant influences of rapid growth. We must also find solace in the fact that planners of tourism in the early days were thoughtful and wise.

Rule of thumb

As far back as 1967, when tourism became a formal business activity in then Ceylon, a group of planners and architects from Hawaii who prepared a tourism development plan recommended that 'no resort or hotel development on the coasts of Ceylon should be taller than a coconut tree'. It was just a rule of thumb recommendation, but its positive impact for our tourism today is of great value. Except for a few sad exceptions, all of Sri Lanka's coastal tourism development is not above three stories high and is covered with the green canopy of our coconut palms.

I am sure our tourism planners will make good of this unique advantage we have and continue not to over build. Thanks to our innovative architectural heritage both in ancient and in more recent times, we have a group of thinking people who are able to present most appropriate, sustainable and innovative designs. The urge to grow tall and reach the sky as fast as possible, seem to be with some segments of our leadership whose planning horizons only stretch out to be between elections. They need to prove themselves, show fast and glittering results to impress to safeguard their positions with the leadership.

Investors and businessmen

We hear of politicians, even those with sound credentials, accuse conservation activists as been the bane of economic growth. "These types keep investors away" is how they are described. There are many among investors and business persons who are also out for the kill. Their planning horizons extend to the next project and then on to the next. The consideration is only on how much profit can be made now and then with that stored away, move on to the next.

The nation's interest is on the back-burners and only fast gain and their own survival is up in-front. We indeed need foreign investors, but not all and sundry who come in with the first proposal and are ready to oil palms. We must have patience to seek the best and be transparent about the process with which we select them. In tourism too, we must learn to say no, like we have said to others who seek to impose their will on us. We shall soon realise that the best among investors, who are in it for the long- term will appreciate our position and seek to support us.

We see that the vision and strategy for Sri Lanka's future development outlines austere and self-reliant ways and a more equitable regional spread of development of our nation's economy.

We can indeed reach the skies if we play it right. But that sky must be blue where together with our natural endowments, our respect for the rule of law and of justice also take pride of place. We must ensure that the skies are not fog-ridden. It must be a sky that will allow the sun to shine on all citizens alike. We must take time to reach that sky and not be in a hurry. Then and then only will the sky be our limit.

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