While tourist arrivals to Sri Lanka will recover swiftly following the resolution of the long-running conflict, it is important to avoid being fixated on arrivals number per se, and strive to significantly improve revenues and ARRs, which lag regional peers by some distance.
Sri Lanka should arguably aim to move away from a 'mass market' package tourist destination to a higher yielding premium market, possibly also incorporating a greater focus on nature, wildlife, eco-tourism and cruise-tourism.
As first impressions matter, priority should also be given to enhancing the visitor experience at the international airport and in fast-tracking the long-delayed Katunayake-Colombo expressway.
Nothing jades a first time visitor to the country more than being delayed and stuck in traffic after a long haul flight into Sri Lanka! Significant investment is further required in the country's other road infrastructure to minimise travel time between destinations.
A more unified and focused marketing effort is meanwhile required to promote Sri Lanka as a tourist destination, possibly with a combination of both public and private sector resources, and continuity in key tourism ministry personnel. Together with tea nd cricket, Sri Lanka can also be synonymous with tourism, and it is time that all stakeholders work towards this goal.
Channa
Amaratunga,
Economist |
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