Holidaying on the isle became more popular in 2012
View(s):By Sunimalee Dias
Holidaymakers to Sri Lanka reached a record high last year at over one million with those arriving mainly from India and the UK though a higher growth percentage was evident from the Chinese and Russian markets.
With a growth of 58.1 per cent over the previous year China increased in this category but had visitors at only 25,781 and Russia grew by 32.8 per cent to 28,402 compared to India’s 176,340 with only a 2.9 per cent growth and the UK’s 114,218 with a 7.7 per cent growth, statistics indicate. On the other hand, German travellers increased by 28.2 per cent to 71,642 last year compared to the same period in 2011.
Industry concerns that the arrivals for the winter season was dependant on the pricing factor at some of the hotels and resorts proved right since these had not generated high occupancies but were pleased with the high yields generated on the other hand.
In this respect, it was found that some of the smaller Colombo city hotels had generated better occupancies at 80 per cent while the rest had been satisfied with about 65 per cent.
However, Sri Lanka Conventions Bureau chief Vipula Wanigasekara speaking with the Business Times dismissed these claims of pricing playing a role in the occupancies saying, “I don’t think it’s a fair statement.”
He observed that this winter season proved good for everyone and asserted that while some hotels and resorts may have not got the same numbers in December these were expected to come in January or February.
The high end travellers were provided a choice in Sri Lanka with a high price tag on hotels and resorts that were newly refurbished, he explained. But as to whether these prices met the requirements to match these prices that most believed were higher than the hospitality industry in competing countries where the quality was the same at a relatively lower price remained to be seen.
On the other hand, it was noted that villas, bungalows and home-stays were also able to generate increased business last year due to visitors to the country willing to book themselves in at these new holiday establishments as well.
In this respect, it was found that from the increase in the arrivals a “considerable percentage” went to the additional units which the Sri Lanka Tourism Development Authority (SLTDA) has been promoting.
Responding to low growth in Indian arrivals he pointed out that Sri Lanka had to drop a few conferences emanating from the neighbouring country since there were insufficient hotels to provide accommodation in large numbers due to refurbishments being carried out in Colombo, Negombo and Bentota hotels last year.
He said that “there is a need to now start pitching Sri Lanka at the high end of the market.” Conventions and conferences amounting to over 30 international ones were conducted in Colombo which was probably considered to be the highest with most from the Asia Pacific region and international as well.
Middle East travellers that were targeted previously had dropped last year by 0.3 per cent to 56,169 compared to 2011 while East Asia picked up by 38 per cent. On the other hand, it was also found that many of the travellers from Australia amounting to an increase by 23.7 per cent at 51,614 could have been Sri Lankans coming home.
Sri Lanka Tourism is currently engaged in taking advantage of the emerging markets namely, China, Russia, Ukraine, India, Japan, Korea and the other Far Eastern countries since these have shown growth potential in the coming years.
The traditional markets however would also be safeguarded; Mr. Wanigasekara said adding that the economic downturn in European destinations has impacted on their own outbound travel.
In this respect, it was pointed out that since these countries were well aware of Sri Lanka no special promotions were required there but the higher concentration would be in the emerging markets this year.
Promotions for the year kicked off in China, considered to be a difficult market, with Sri Lanka looking at targeting the pilgrim traffic and heritage and cultural visitors to the island.
Follow @timesonlinelk
comments powered by Disqus