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Wednesday, 25 January 2012

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Domestic Tourism:

Have we forgotten about it?

Prasanna Perera, Marketing and Management Consultant, Chartered Marketer, CIM U.K.

Introduction

In tourism presently the entire focus is on attracting overseas visitors to Sri Lanka. This is great and must be pursued aggressively. However, what about Domestic Tourism, since great potential exists. In a recent lecture I was conducting, I was very surprised to discover that 80% of the students had not been to Jaffna. Over 70% had not been to Arugam Bay. Another 50% had not been to Wilpattu. Here in lies the great marketing opportunity.

Prasanna Perera

When a long weekend is on the horizon, many Sri Lankans plan to holiday overseas in Dubai, Thailand, Malaysia and Singapore. What about motivating them to spend their vacation in Sri Lanka, visiting Paradise Isle? This is what Domestic Tourism is all about. Countries such as Britain, Germany, France and Sweden are conducting strong marketing campaigns targeted at their citizens, encouraging them to explore their own countries.

To Sri Lankans it gives them an opportunity to visit places in the country and experience the diversity our country offers. This will educate, entertain and make them proud to be Sri Lankans. Further, valuable foreign exchange will be retained in the country and the domestic tourism rupees will circulate and trickle down to the rural economies. Employment opportunities will also be created across related industries.

It is important to understand the different segments, prior to conducting targeted marketing campaigns.

*Upper Middle Class Sri Lankans who have discretionary income to spend on vacations. They look at vacations positively and aim to relax and de-stress.
*Upper Class Sri Lankans who have a great deal of wealth. Basically, money is no problem for them.
*Middle Class Sri Lankans who would like to travel in groups, due to budgetary constraints.

Due to work pressures many Sri Lankans cannot afford to be away from work for extended periods of time. Hence, they look for 3-4 day breaks. This is a very attractive segment for Domestic Tourism and is targeted by many other countries.

The quality of accommodation in Sri Lanka needs improvement for Domestic Tourism to flourish. In the outstations, there are star class hotels.

Besides these properties, the standards of guest houses and certain rest houses are poor. Middle Class Sri Lankans may not be able to afford 2-3 star hotels and hence, good quality budget accommodation is important. Rest houses need upgrading and new rest houses need to be constructed. "Budget Motels" which provide bed only facilities should be built. Many Sri Lankans hate to drive when going on domestic vacations, since the hassle is great. Therefore, good quality local transportation, at affordable prices is a must. This will include train services, luxury bus and coach services. Tour guides who appreciate Sri Lankans should accompany them.

Domestic Tourism - Attractions

*Cultural Triangle - (Anuradhapura, Polonnaruwa, Sigiriya, Dambulla)
*Wild Life (Yala, Wilpattu, Wasgamuwa)
*Mirissa (Whale Watching)
*Tea Tour (Nuwara Eliya, Bandarawela to live in tea estate bungalows and learn about tea)
*Jaffna Tour (Nagadeepa, Jaffna Fort, Casarina Beach, Nallur Kovil, Jaffna Library, KKS)
*Surfing/Beach Tour (Arugam Bay, Passikuda, Nilaveli)
*Kandy Tour (Dalada Maligawa, Peradeniya Botanical Gardens, Kandy Lake, Pinnawala)

Package tours will be ideal, with all requirements provided. I recently came across a religious tour to the North, offered by a leading travel agent. This is what is required, to address other segments besides religious tours.

Should be carried out based on the market segment targeted. In general affordability is a key factor and installment schemes may be introduced. For package tours, bundled pricing can be adopted.

Mass media advertising is ideal to target domestic tourists. Social media networks such as Facebook and Twitter can also be useful communication channels. In Sri Lanka there are several magazines, which can be utilized for advertising and advertorials.

A great initiative which can be extended to target Sri Lankan travellers. Certain up market locals will opt to fly, thereby giving themselves more leisure time. Other operators too should come on board and capitalize on this opportunity. For domestic tourism to prosper, the infrastructure has to be further improved. For example, there is no decent public toilet from Colombo to Warakapola! The Colombo-Kandy expressway is a must.

I have experienced the inconvenience of travelling on the present Colombo- Kandy Road. Medical facilities in certain outstation areas have to be improved. Many locals have had issues in remote areas in terms of healthcare.

Readers of this article would appreciate the great potential afforded by Domestic Tourism for economic growth. It is time that all stakeholders capitalise on this opportunity, so that Sri Lanka can benefit from overseas visitors as well as local visitors!


Spa Ceylon Nominated for AsiaSpa Crystal Awards 2011

Spa Ceylon - Sri Lanka's premier spa lifestyle brand - has been recognized for their exceptional innovation in Asia's Spa Industry and has been judged a nominee for the AsiaSpa Crystal Awards 2011 under the dual categories of "Natural Product Line of the Year" and "Spa Ritual of the Year".

The AsiaSpa Crystal awards are the spa industry's Oscars for the Asia Pacific region, with many international and Asian brands vying for honours at the gala awards ceremony held each year in Hong Kong. Spa Ceylon's award nominations are the 1st for a South Asian brand and is a great recognition for this relatively young brand now making waves in the international spa industry.

Spa Ceylon combines the romance of old Ceylon with ancient Ayurveda wisdom in their extensive range all-natural high performance products for skin, hair, body and wellness.

The range has now been extended to luxury home aromas, spa accessories, organic herbal infusions and pure organic Ceylon teas too. Spa Ceylon's uniquely designed jewel green bottles inscribed with Sinhala text and natural formulae enriched with local herbs & essential oils give these luxury Ayurveda products a true Sri Lankan identity.

Ebony hued gift boxes adorned with Royal insignia from the Kandyan courts of ancient Ceylon add classic Ceylonese character to the Spa Ceylon gift collection. In addition, the fact that the product are free of animal ingredients, not tested on animals, contain community trade ingredients and are mostly naturally preserved, has also been given due recognition by this prestigious award nomination. Spa Ceylon's second nomination for 'Spa Ritual of the Year' is for their unique 'Hot Sand Massage Ritual' - inspired by traditional 'Veli Pottani Thaweema' - a traditional Ayurveda ritual believed to have been practised in the grand palaces of ancient Ceylon to soothe and comfort travel weary royals.

The ritual combines traditional inhalations, soothing massage and therapeutic kneading with specially designed herb-infused hot-sand compresses for soothing relief from body aches and pains.

Today this ancient ritual is a great panacea to help jet-lagged travellers relax and rejuvenate after long intercontinental air travel & is one of Spa Ceylon's most sought after Spa Rituals.

Spa Ceylon currently operates Signature Spas at Dutch Hospital Arcade Colombo, Park Street Mews Colombo, Casa Colombo, Avani Kalutara and Citrus Hikkaduwa; with Spa Boutiques at Crescat Boulevard, Odel Ward Place and LUV SL Queens Hotel Kandy.

Spa Ceylon products and Spa Gift Certificates are also available online at www.spaceylon.com for worldwide delivery.


A New Dimension to Dining at Cinnamon Lodge Habarana

Photographs: Guest picking their vegetables in the organic garden

Guests preparing their culinary preparations

Cinnamon Lodge, Habarana has introduced and innovative experiences for guests to truly indulge as they reside amongst twenty seven acres of fertile forested land, in a spacious Five Star getaway in the heart of the Cultural Triangle. Being a truly eco-friendly hotel, the farm at Cinnamon Lodge cultivates vegetables, rice and its very own honey production all of which is carried out under organic principles and is in line to receive the European Union accredited certification.

Guests can now pick their own fresh vegetables and herbs from the organic farm with the guidance of chefs at the hotel, and participate as they get involved in preparing culinary creations and then indulge in them, right in the kitchen itself.

This is yet another unique dining experience offered to guests at Cinnamon Lodge. "This new and creative concept to dining is highly accepted by many of the visitors to the hotel lately. It not only has increased guest's involvement but it also has increased awareness on organic farming and its principles among many of our visitors" says Regional Chef, Jeevendra Wijethunge of Cinnamon Lodge.

Bringing nature, luxury and indulgence closer, Cinnamon Lodge also offers guests a variety of other dining options such as Tree Top Dining, where a romantic dinner could be had on a private tee-top deck.

Cinnamon Lodge is determined to continue to innovate to be able to offer unique, indulgent memorable experiences, giving guests the opportunity to find their Space, amongst History, Nature and Luxury.

 

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