SL tourism shows resilience for comeback
Sri Lanka’s tourism industry has been observing more and more tourist arrivals since the Easter bombings occurred though numbers are still less than the same period last year.
Post attacks the total visitor arrivals has been down by 71 per cent in May at 37, 802, down by 57 per cent in June at 63, 072; a 47 per cent dip in July with arrivals at 115, 701 and a 28 per cent drop in August compared to the same period last year at 143, 587, an industry report produced by Tourism Alliance recently released titled Resilience Action Plan, stated.
It was noted that however, the month on month arrivals have been increasing clearly indicating that tourists continue to come back to Sri Lanka.
The report stated that Australia was the most resilient market in the first two months after the attacks with the second highest arrival numbers behind India.
The least resilient markets are China (-76.5 per cent), Saudi Arabia (-7.5 per cent), Netherlands (-54.1 per cent) and the UK (-51 per cent).
International direct aviation seat capacity also reduced by 13 per cent and China was down by 32 per cent, the report noted.
Some of the key aspects taken into consideration as learnings from the Paris attacks in 2015 by the tourism industry are to engage in media monitoring with online tools and have dedicated social media resources to counter misinformation immediately.
In addition the report identified the power of the use of social media to send out positive messages and on the ground situation as well.
Communicating and engaging with all international trade and airline partners to provide clear messaging, support and toolkits for communication with clients is important, the report stated.
Survey potential customers and review data to assess which markets are most likely to return first, it was noted. Starting a consumer campaign in a phased approach, firstly targeting the domestic audiences then existing visitors as ambassadors, in international markets close by and finally longer haul priority markets.
The report also stated that focusing on back to basic messaging delivering unique experiences is important; securing key influencers, bloggers, trade and consumer media to visit and create positive stories; streamline visa processes; promote a warm welcome on arrival and training for industry; focus on value-adds not discounting to stimulate bookings; repetition and consistency of messages by all stakeholders that the destination is safe; and being prepared as an industry and country for any future crisis.
In this sense the industry is looking at positioning Sri Lanka as a higher value destination in terms of experience, authenticity, diversity, sustainability, green credentials, health, safety and community value.
The report also notes that they need to ensure world class preservation and management of tourism assets; create memorable experiences rooted in Sri Lanka and its heritage and dispel misconceptions about Sri Lanka being a seasonal destination, a round trip only or a destination still experiencing a civil war.
Key markets targeted for promotions are China, the UK, Germany, Austria, Switzerland, France, Spain, Australia, Japan, Benelux, Italy, Poland, Ukraine, Russia and the Gulf countries namely Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.
The report also noted that ongoing work to identify priority markets based on value not volume is required and this will be a key focus for the Tourism Alliance in the next 12 months.