Domestic tourism promotion likely to fail-experts

Initiatives on domestic tourism promotion undertaken by the Sri Lanka Tourist Board (SLTB) to assist the struggling sector is doomed to failure, say those in the travel industry.

According to the Managing Director of World Travel Center, Sudharma De Silva, the SLTB's 'intention is good but their action is wrong.' De Silva told The Sunday Times FT that for the first time in Sri Lanka, the SLTB Chairman Renton De Alwis and Tourism Minister Milinda Moragoda are speaking out on domestic tourism but with no genuine interest. De Silva calls the domestic tourism promotion a 'temporary solution to hoteliers to fill their rooms' with no attention being given to developing a long term and viable solution to sustain the local market. His main point of contention with the SLTB is that they only think about domestic tourism when there is a problem in the country.

De Silva said the SLTB domestic tourism strategy is to promote tours for senior citizens on weekdays with reduced room rates. He argues that the moment international tourism picks up in the country, granted the political situation improves and the travel advisories are lifted, the SLTB will once again lose focus on the domestic market and concentrate only on foreigners. "The moment foreign tourist arrivals increase, the hoteliers will not give the same low rates to locals."

The World Travel Centre, a travel company, has been in operation for the past three years and is known for its domestic tourism. "Sri Lankans have been discriminated and neglected even though the SLTB is now saying that domestic tourism is the foundation for the tourism industry. Earlier, no one has paid attention to them," De Silva said.

The tourism industry has experienced a huge decrease in the number of tourist arrivals since large scale violence and political unrest broke out in the country last year. "The entire industry and the entire economy have been affected," De Silva said, adding that the tourism sector is usually the first to be hit when violence erupts. This creates difficulties in promoting Sri Lanka as a vacation destination abroad.

De Silva has offered a counter proposal to the SLTB which is 'seating coach tours' or common tours for all travelers. The premise is that groups travel according to a set schedule. They are extremely cost effective and are made available to both domestic and foreign tourists. Anyone should be able to get on a coach and get a guided tour to any part of the country if need. De Silva said that currently, transporters will not be able to continue operating on weekdays if a certain number of passengers do not fill the vehicles. With the counter proposal, these tours will go forward regardless of whether there are 10 passengers or 50 passengers. "At any moment, you can get into a bus and get a running commentary and description about the city."

The World Travel Center has had several discussions with the Deputy Minister of Tourism, Faizer Musthapa, on the concept of a common tour and De Silva says the reaction from the Deputy Minister has been very positive. "We have come up with a way to develop domestic tourism through a common travel service in this country that is viable," De Silva explained. "If locals don't participate, foreigners will still be able to and if foreigners don't participate, locals will be able to fill up the seats. It's not practical to limit it to senior citizens because that is not promoting domestic tourism."

De Silva said foreigners know more about the country than the locals because of a lack of guided tours for Sri Lankans. The tourism sectors in other countries generally tend to survive even when faced with a crisis because domestic tourism is robust. "We have made a mistake by only trying to concentrate on the international market. If we are not established domestically, how can we compete at an international level? History shows that only when there is a problem that we think about the local tourists."

De Silva also spoke of the discrimination locals face at hotels, not only with regard to inadequate or poor service but also in the discrepancies in hotel rates.

“There are certain Colombo hotels that charge locals more than foreigners," he said. "That is a huge issue because everyone should be charged the same."

Asked for his comments, SLTB Chairman Renton De Alwis explained that the Board is working in conjunction with Sri Lanka Tourism and the travel associations on domestic tourism promotion. "We are working together in order to promote a few special packages to about six areas in the country for Sri Lankan's," he said. "Given the situation of low arrivals, we are looking as how the hotels can maintain adequate cash flow. Occupancy in hotels during the weekdays is weak and we are looking at target audiences among Sri Lankans who are able to travel during the week. These packages are offered to Sri Lankans to have a holiday of their life time." The target travelers include retirees and even 'ladies who meet to play bridge during the week.' Tours leave Colombo to places like Kandy and Galle on Mondays and return on Wednesday when another group will depart and return on Friday.

De Alwis said it is a short term solution. "Right now, we have to look at the reality of the situation. This is the low season anyway." He added there are several other programmes in the works under a recovery programme. "Some of these industry members don't have the big picture view and only think about their own operational issues."

De Alwis stressed the importance of treating Sri Lankans well. "It's not only about the foreign guests. Locals should also have the same opportunities. Don't underestimate the buying powers of Sri Lankan outside of Colombo," he stated, adding there were several entrepreneurs in rural areas who are also interested in touring the country but feel they are not welcome.

De Alwis said he has received the proposal from the World Travel Center but believes De Silva's reference to it as a 'counter proposal' is inappropriate. "We only want complimentary proposals because we are not working as individuals. We should all work together." He said he has referred the proposal to the right people and the marketing committee for consideration.