Sri Lanka tourism recordes 30% growth

Sanjeevi Jayasuriya

The year 2011 has been a wonderful year for Sri Lanka tourism as the arrival target was over 750,000. Sri Lanka recorded 830,000 tourist arrivals at the end of 2011 with a year on year (YOY) growth of 30 percent. Compared to the world tourism industry, Sri Lanka has performed well and expect a 30 percent growth this year as well, Sri Lanka Tourist Hotels Association President Anura Lokuhetty told Daily News Business.

The Western European market showed a growth of 25.5 percent up to November last year where arrivals increased from 226,000 to 281,484 at end of the year. The growth in the Nordian countries of the Western European market such as Sweden and Finland showed an increase. The large number came from the UK where an increase of 1 percent was recorded due to recession prevailing, he said. German showed a 22 percent YOY increase and France showed a significant 60 percent growth. The Eastern Europe recorded a tremendous growth of 38 percent and the reasons for the increase is the markets such as Russia where it accounted for a 46 percent increase.

The Middle East showed an impressive 50 percent increase one YOY basis and South Asia’s largest market India showed a 38.5 percent growth. The entire South Asia recorded a 38 percent growth.

Sri Lanka should seriously look at China where an 67.1 percent increase was recorded. This market has tremendous potential with a highest number of outbound tourists and the country should focus attention to boost the arrivals. Over 30 percent of next year’s growth is expected to come from China. The world tourism industry recorded 953 million and US $ 1 trillion revenue. Its daily earnings reached $ 3 billion. Tourism industry is the highest employment generator where 280 billion people are involved at present. The industry growth for 2010 and 2011 were 4 to 5 percent and 3 to 4 percent respectively.

According to the World Tourism Organization the tourism industry has 3 to 4 percent growth projections for the next ten years. The Asian region recorded a 13.4 percent growth last year where arrivals increased from 180 million to 204 million. It anticipates a 10.11 percent growth this year.

There will be significant growth in the Asian countries and Sri Lanka should focus on tourism to generate economic growth. Sri Lanka could offer compact, diversify and authentic product unlike in high growth countries. Though Sri Lanka is predominantly a beach destination, it could offer culture, nature, agro, community, religious and spiritual attractions.

The sector envisaged 30 percent growth for 2011 with a revenue of $ 830 million. Compared to other industries it has the fastest growth prospects. We need to have a strategic marketing policy and institutional support from the Export Development Board, SriLankan Airlines, Tea Board, National Gem and Jewellery Authority to promote Sri Lanka as a preferred destination for tourists.

We need to create sufficient awareness as we have achieved the figures and should work harder. As regional destinations exceed the million arrival target, Sri Lanka too is in a position to achieve the set targets with quality products.

The next level that supplements growth is the sustainability of the industry and for this a well integrated plan to maintain the growth momentum is essential. This could be achieved through culture, nature and adventure approach.

We need to safeguard our culture while developing it to the highest quality. It is important to pay adequate compensation to community participants. There should be community centres in hotels with access to people in the respective areas. These centres should have stalls and cultural shows, food festivals to mingle with tourists. This will also eliminate harassment that tourists are subjected to by beach vendors. It is a poor technique of selling and this should be stopped. The community centres will be a solution and there need to be proper programs and systems to preserve environment, Lokuhetty stated.