Is Sri Lanka Tourism on the right track ?
The tourist industry in Sri Lanka was identified as a thrust industry capable of creating rapid economic revival post war and was set on an accelerated footing by the government in 2010 with a 5 year Master Plan for development and promotion from 2011 to 2016. Over the last 5 years the industry has indicated considerable growth and has increased tourist arrivals from 500,000 in 2009 to reach a possible of 1.8 million by the end of the year 2015. In quantitative terms a remarkable achievement but in qualitative terms remains below expectations of the industry experts.
Based on the current trends and taking account of global trends, a vision for 2.5 million tourists by the year 2016 is now seen as unrealistic. Two million tourist arrivals in 2016 is still a challenging but a realistic target. Year on growth in tourist arrivals from 46 per cent in the year 2010 has reduced to 17.5 per cent in 2012. Based on evidence, it is most likely that a similar growth level (around 17 per cent ) will be achieved during the next few years.
Out of the 14 million tourist arrivals to the South Asian region, currently Sri Lanka enjoys a share of 7.2 per cent . Realizing projected tourist arrival targets will result in gradually increasing the share to 11.6 per cent of arrivals to South Asia by the year 2016. To remain a tourist destination in demand and to be positioned among some of the best long-haul destinations, the flagging image needs to be resurrected. In qualitative terms, the tourism product needs to improve. The overall service and facilities at the disposal of the visitor needs to maintain high standards and to a great extent will require professional and skilled manpower in the industry. The overall management of the product with proper policy and development planning will be “Key” to the success of the industry.
There is greater potential for Sri Lanka as a tourist destination in the traditional markets as well as emerging new markets. Traditional markets need to be the bedrock and outbound from such markets speak volume of the potential to be tapped. Certain potential markets will be capable of delivering on the short-term but long term sustainability is questionable. Western and Eastern Europe together will be capable of generating one million tourists for Sri Lanka by the year 2016. It is the responsibility of the government and its agencies to ensure proper planning for the development and promotion of Sri Lanka Tourism. National policy in planning, developing and promoting tourism encompasses a wide area and the overall objectives will be in contrast with the commercial objectives of industry players and investors.
In very broad terms, when planning at a national level for tourism, Economic, Environmental, Social and Cultural impacts, positive and negative through tourism need to be zoomed on and strategic action plans need to be developed to achieve set objectives/ targets through tourism. Tourism sector stakeholders, mainly the private sector are driven by profits. Not many of them will focus on Environment, Social and Cultural related. Thus the impetus of bringing about the required equilibrium becomes the responsibility of the authorities. Around the globe, tourism has been indicating steady growth year on and has been recognised as a global industry capable of maintaining growth under trying global conditions as witnessed in the past. It is an accepted fact that destination countries need to look at tourism development on a sustainable platform.
It is the responsibility of governments and related line agencies to ensure sustainability in respect of development and promotion of tourism. Using the yardstick of sustainability to measure progress made post war; but there remains a lot to be done. The time is right now to take stock of the industry and bring out a cohesive plan to achieve sustainability with clear long-term vision. On one hand we need to protect the tourism asset and on the other, we need to ensure a decent return on investment to all stakeholders and provide investor protection. Sri Lanka could achieve 2 or even 3 fold increases in tourist arrivals over the next 10 to 12 years, provided the tourism authorities and those who are in the industry could get their act together. It needs to be done in a properly planned manner and in this respect the government and the agencies directly involved with tourism development and promotion has a lot to do before things get out of hand.
The bane is as a result of not building capacity among the officials handling tourism at different levels. Tourism is more deep rooted than perceptions of many. Sustainability is Key and if the goose who lays the golden egg is killed now, in a few years, as a nation we will sulk. Tourism has its good as well as the bad. We have a lot to lose if we fail to get our act together. – Heritage, Culture, Tradition, Manmade and Natural Assets, Environment, Society, they are all part and parcel of tourism and when talking of sustainable tourism, it encompasses all.”
If not properly planned for and managed, tourism development could negatively impact by way of destruction of natural and cultural resources, social degradation and inequalities, effects of terror and internal conflicts Properly planned and managed to derive sustainability, tourism is capable overdriving understanding between countries,
contributing positively towards reducing inequalities between countries, Assisting in developing inclusive societies and playing a pivotal role in preserving and conserving the environmental, social and cultural values It could also help to boost foreign exchange earnings ,creating employment, respecting and promoting Indigenous cultures, life styles, values and traditions ,mobilising local communities and indigenous people to benefit economically through tourism In tourism development, it is an accepted norm to adapt internationally recognised principles of sustainable tourism development and is the way forward to develop tourism within a country/ destination in harmony with the environment and organisational/human wellbeing. The responsibility of preserving, conserving and managing the environment, natural assets and the heritage of a country in the best possible sustainable manner by all governments, authorities, institutions and stakeholders, for all future generations is a golden rule in developing Sustainable Tourism.
The need to maximise on usage of local goods and services in tourism development is emphasised and states that it will reduce leakages thus contributing positively towards retaining foreign exchange earnings within the economy. The ripple or multiplier effects will benefit community at large through tourism. In sustainable tourism development and promotions, governments and its nominated agencies need to, clearly define its role and the role of the private sector/ investors in the development and promotion of sustainable tourism and make it known to all, provide the tourism infrastructure to support the planned development process and promote the destination in traditional, established and potential tourist generating markets and create positive awareness
It should also align supply with demand to maximise tourism earnings, maintain quality and standards of the tourism product at every level and ensure proper and adequate services are available at all visitor sites and all visitor sites are managed in an appropriate manner, ensuring quality and standards are maintained and there is no harassment to visitors in any manner Unfortunately programs of some INGO’S on tourism are implemented without having a proper understanding of the industry or its requirements. Planning and implementing responsibility is shouldered by people who have no experience or qualification in tourism. Millions of rupees are wasted to no avail. A story of the blind leading the blind and donor funding been wasted.
The tourism authorities did have the financial resources at their disposal derived by way of bed tax from the industry and failed to use it for the benefit of tourism development. As per the recent budget, the bed tax is done away with. Will the treasury allocate adequate resources for tourism development and promotion? Korean Airways commenced schedule operations into Sri Lanka in 2013 and British Airways has recommenced operations in April 2013. This augurs well for tourism in Sri Lanka, but more carriers need to be encouraged from the generating markets. By the year 2016, if Sri Lanka is to be hosting two million tourists, there needs to be a minimum of nine million air seats into Sri Lanka and importantly direct from generating markets.
Infrastructure development in Sri Lanka is taking place at a steady pace and the public goods in tourism will yield better results from a tourism perspective. However, in respect of the proposed new tourism resort areas at Kuchchiweli and Kalpitiya, the infrastructure development has been slow in getting off ground. Government incentives to existing and new developments to adopt renewable energy and energy conservation methods will benefit both, the state and the developer. As a country, Sri Lanka could work towards more ambitious tourist arrival targets in years to come without adverse effects on social, cultural, environmental or economic spheres. However, within an overall development plan there has to be safeguarding measures and limitations on carrying capacity in relation to sensitive areas.
When advocating above average accelerated tourism growth, community development programs need to be in place especially in areas that have been alien to tourism. The fast deterioration of the environment in many parts of Sri Lanka is a grave matter of concern. Wild Life parks, nature reserves, water bodies, beaches, areas surrounding natural tourist attractions and more need proper preservation, conservation and management if tourism is to prosper on a sustainable platform. From a tourism perspective proper town and country planning could add value to the tourism product. Cities such as Jaffna, Trincomalee, Batticaloa, Kurunegala, Kalpitiya and many others could be restored to bring in the old charm, preserve heritage and value addition from a tourism perspective. Best practices from Colombo could be mirrored elsewhere.
Hambantota is a city fast developing. The Mattala airport could be used to attract charter traffic increasing the inflow of tourists. The sea port, conventions centre and the support super structure developing and the tourist attractions in the area willoffer a second gateway into Sri Lanka.
The authorities need to excise care ensuring the tourism sector supply is aligned with demand. This is important to boost the investor confidence and to provide protection for investors and developers. Manpower training and skills development needs to be stepped up. The destination marketing needs a strategic approach to achieve set targets. Tourism has its positives as well as the negatives and it is the responsibility of the authorities to ensure awareness creation and adaptation of steps to mitigate the negative effects. Plans need to be flexible enabling change to any given situation in the market place. Importantly plans need to be implemented with the blessings and participation of all stakeholders.”
(The writer is a Tourism and
Management Consultant, a former Director of Marketing of the Ceylon
Tourist Board).