Financial Times

Need for immediate and long term plans
Regaining tourism in Sri Lanka after last year’s Tsunami
By M. A. Amanullah
One can possibly resort to the following actions in order to help the tourism industry recover from the tsunami catastrophe. The immediate actions and long-term plans are as follows:

Immediate Actions
(1st year):
* Declare 2005 as the “Year of Recovery”. Make use of the post-tsunami free media exposure of our small country, created by the international media.

* Design and implement a fully-fledged marketing communication campaign using a website, newspaper articles & write-ups, leaflets, video documentaries and trade shows in target countries on our tourism, with the help of those governments. * Work together with Tourism Ministries of these respective governments to effectively run the above campaigns.

* Get opinion leaders from here and abroad, to endorse these campaigns, which will help gain the confidence of prospective tourists.

* This awareness programme should communicate a clear message and emphasize on re-visits. Since tourism employs a wide range of people, their livelihoods will be badly affected much more than the destruction caused by the tsunami, if tourists don’t visit again. This message should grab the tourist’s attention.

* Implementing a sales promotion throughout the year, tying up with concerned parties (Airline companies, Tour Operators and Hotels) for special airfares and attractive budget tour packages as Singapore did during the SARS epidemic (2 nights B&B with return airfare for a sum of Rs 11,000 only)

*In the above promotion, target different customer groups – (for example middle & upper middle class and/or those who cannot afford an overseas holiday). Those groups are as follows:

*Tourists who visited Sri Lanka already – 50% discount rate.

*Tourists who never visited before – 30% discount rate.

*Tourists (from South Asia) who never visited before – 40% discount. Could attract North Indians and Pakistanis in big numbers.

*Local tourists – 50% discount on 3 star & below segment. Eg - even a middle manager would like to consider 2 nights B&B at Yala Safari etc.

*Immediate financial assistance to tsunami effected tourism operators. International tsunami aid can be used to offer low interest long-term loans by the government.

Long-term Plans
(2nd & 3rd Year):
* The vision and the involvement of our country’s leaders is a must in developing tourism zones, well-planned townships, superhighways, etc using tsunami aid.

* Set up a new Tourism Promotion Authority, with private sector involvement (preferred) to give the right direction.

* Positioning - Instead of relying on sun & sand tourism, need concerted effort to feature diverse tourism products offered in various parts of the island like hill country, Wildlife, Bird watching, Trekking, Nature-lodges, Cultural-sites, Camping, etc.

*Provide adequate assistance to tourism operators in terms of finance, infrastructure facilities and consultation, and deregulate state procedures.

* Brand building - Formulate a professional marketing strategy to enhance our brand image “Serendipity” to promote our tourism industry in foreign countries. Sri Lanka will be seen and heard at the best exhibitions and fairs around the world.

We must try not to be a part of the problem but to be a part of the solution. This can only be done by a collective effort by all the concerned parties.

Winning entry
This is the winning entry in The Sunday Times FT’s post-tsunami tourism contest organized earlier this year.

The winner M. A. Amanullah of Kambiyawatte, Geli Oya will receive a free return air ticket to London, three night’s free stay in Leicester and a guided tour of the University of Leicester courtesy BMS, Sri Lanka’s premier business management institute. The competition in conjunction with BMS called for suggestions in the form of a 500-word article from the public on how Sri Lanka’s tourism industry could recover from the Tsunami.

Five other entries -- Johann Tambayah, Flower Avenue, Colombo 7, Ahamed Imran Sheriff of Davidson Road, Colombo 4, Ms. Deeshani Gooneratne, Palmyrah Avenue, Colombo 3, Ms. Sarah Sheriff, Davidson Road, Colombo 4 and Ajantha Dharmasiri, Ave Maria Road, Negombo – were chosen for honourable mention.

Their presentations would be published in coming weeks. The judging panel comprised George Michael, Additional Secretary, Ministry of Tourism; Vasantha Leelananda, Head – Leisure Inbound Sector, John Keells Holdings and Prof. M T Furkhan, Chairman, Confifi Group of Companies.

Back to Business