Asia Pacific: massive destination and emerging source market

The Asia Pacific region has enormous potential as a destination but also as a source of tourists, according to Peter de Jong, President and CEO of PATA.

He told The Sunday Times FT that in terms of sourcing tourists, countries like China, Korea and Japan are at the top of the list. “But I must say that you (Sri Lanka) are on the right side of the tourist equation,” he said, explaining that although the country doesn’t have a large source market it does have a considerable tourist following. “Sri Lanka enjoys a lot of loyalty,” he said adding that the PATA community appreciated Sri Lanka’ resilience in the face of terrorism as well as a major natural disaster.

Hiran Cooray, Secretary/Treasurer of the PATA board, said that he considered the securing of the AGM and meeting in Sri Lanka “a personal victory” amidst the negative publicity generated about the local tourist industry. He was positive on the front that the 100 plus participation would be a huge achievement for Sri Lanka.

PATA is highly involved in the sustainable tourism arena and De Jong expressed his approval of the steps taken by Sri Lanka, “We were very impressed when we heard that Sri Lanka has very ambitious goals to be a carbon-friendly destination,” he said, speaking mainly of the Earth Lung initiative of the Tourism Authority.

Speaking at the press briefing announcing the PATA AGM and Director’s meeting being held at the weekend. De Jong said while Sri Lanka welcomed more tourists to its shores, it should commit itself to responsible tourism as well, “Be sure that while you take advantage of the growth, you harmonize quality with it,” he said. Renton De Alwis, Chairman of the Tourist Board also said that going with the “carbon-neutral” theme; they will plant some additional trees. “We’re trying to mitigate the carbon foot-print that will be imprinted by the delegates coming down here,” he said.

PATA will not be focusing on Sri Lanka alone as a tourism destination but instead will be discussing the broader issues regarding the region as a whole.