Travel
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.
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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
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Photographs: Guest picking their
vegetables in the organic garden |
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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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