Tourism, in terms of revenue generated is still less than half of what tea generates, but has the potential for a quantum increase.
The immediate challenge Sri Lanka faces is the short term capacity limitation, which demands a two prong approach. In the short term, ensuring we get the best returns for the available capacity, by attracting the premium end of the global tourism market.
Longer term, there is a dire need to look at capacity expansion, but this can only be effectively carried out if we are clear on the strategy for Sri Lanka Tourism. Hence, the industry needs a holistic strategic plan, with the involvement of all the stakeholders and members of the demand chain. Keep in mind, every additional tourist footfall into the country is likely to be at the loss of another country, therefore any tourism strategy should closely look at the competitive dimensions.
We need to guard against the dangers euphoria – as I increasingly see this creeping in, with statements like “we are just taking off, hotels are full, good rates, no issues”. We live in a competitive world and there are many other countries fighting for the global tourism dollar – so we need to make it happen and not expect it to happen!
Hilmy Cader, Chief Executive - MTI Consulting |
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