TOURISM INDUSTRY URGENTLY NEEDS A NATIONAL POLICY
View(s):A veteran tourism sector professional says that if the government intends to target millions of foreigners to Sri Lanka in 2023, the key authorities have to start working on it from today while focusing on the needs of all stakeholders in the tourism sector, motivating them and retaining them in this industry before they seek alternate employment to sustain.
Founder of Tourism in Ruhuna Jayadewa Sudusinghe who counts more than 35 years’ experience in the field and speaks multiple languages, said that the Tourism Ministry and the SLTDA have to act fast to achieve that 2023 target, given the critical plight of all tourism sector stakeholders.
Ruhuna Jayadewa Sudusinghe
“World Tourism Day falls tomorrow, September 27th. The United Nations World Tourism Organization has themed it as ‘TOURISM FOR INCLUSIVE GROWTH’ this year. This compels us to think and rethink of all the challenges we face due to the unprecedented covid pandemic and also consider taking into account the hard times of some 4 million people depending on this industry. More than one million are directly involved in this sphere while another 3 million are dependent on it. The plight of these people have been critical for almost two years since the Easter Sunday attacks. It is never too late to bounce back. What the authorities should do is meet and talk to all stakeholders, understand the situation at ground level, motivate and encourage them giving them hope that better times are ahead,” he said.
“National tour guide lecturers, Chauffers, Provincial guides, site guides, jeep drivers, hotel staff, restaurant, guest houses, homesstays, batik industry personnel, spice gardens, gem and jewellery trade, handicraft, lace work and many more who are dependent on tourism are today affected badly. I am expressing my concerns on all these affected sectors. The government offered moratoriums through banks for those who had obtained financial and lease facilities from banks but ultimately it only resulted in more interest and more misery.
The SLTDA offered free licence renewal for 2019/2020 for national tour guide lecturers who also got a one off Rs. 20,000 payment. Is this sufficient to the keep their home fires burning? Of the country’s annual 83 billion USD revenue the tourism industry has contributed some 10 bn USD but are they recognized, appreciated or even remembered during these difficult times? Why aren’t their contributions appreciated? Many in this sphere have been demoralised and are seeking employment or income sources elsewhere? How are we going to serve the six million foreigners expected here if our professionals are moving away from this industry? If the government cannot help them financially, it can at least seek World Bank or IMF support to boost their lives and eventually boost our tourism industry citing the difficult phase we are facing now.
The SLTDA must go to the provinces, speak and consult the ground level contributors. Their views would be crucial to draft a national tourism policy that would last at least 20 years – one that will not change every five years when governments change. The SLTDA and other key authorities can talk to ambassadors in Sri Lanka, explain our difficult situation to enhance tourism and seek their help, especially focusing on tourists from the Europe, US, Australia and even India.
We need high-spending tourists and not loads who don’t spend. The authorities should work closely with the international media, social media and also with health and educational authorities. The country’s health sector hierarchy should understand and realize the impact that the tourism industry has made to the national economy. Tourism should be included in the school curriculum providing an opportunity for the youth to contribute for the welfare of their motherland instead of working for foreigners in other countries. We need a new vision, a new thinking pattern to promote our blessed country with ample natural resources. We must convince the world that we are now focusing on safe and secure tourism.
The new national policy on tourism can give prominence to the Mattala airport and the Hambantota harbour for various reasons. Make Tissamaharama the national tourism hub. We wrote to the President, met his secretary and submitted our proposals seeking a meeting with the head of state but unfortunately we are yet to get an appointment. We must thank Tourism Minister Prasanna Ranatunga, Ministry Secretary S. Hettiarachchi, SLTDA chairperson Kimarli Fernando, DG Ms. Dhammika and Ms. Tharanga for their efforts in boosting tourism. Europe has opened doors to several countries now. Sri Lanka has been taken out of the red list category in the UK. These are significant achievements that we can exploit on,” he said.