Ashley de Vos is correct to stress the importance of getting the numbers right first in our efforts to re-fashion the tourism industry (“Let’s get the tourism industry numbers right first”, Sunday Times, April 25). But, we say this with the greatest respect, Mr. de Vos needs to go further. Numbers are not the only issue.
Quality of service is paramount in attracting quality tourists. These tourists come looking for more than golden sand, azure seas, green tea estates and wild animals roaming in their natural habitat. Sri Lanka has so much more to offer.
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| Tourists visiting a historical site |
We made a basic mistake in the late ’60s during the early days of tourism. I recall having long debates with my next-door neighbour (Nimalasiri de Silva), who argued for quantity, back in those early days.
I counter-argued, saying Sri Lanka’s Buddhist heritage – “fragile” in the face of hordes of sun-seeking visitors with little or no interest in our Buddhist heritage, the diminutive size of the island, and the country’s other attractions demanded fewer but high-quality visitors – the kind of well-heeled, educated tourists who were then visiting Pakistan on expensive tours led by such informed academics and scholars as Sir Mortimer Wheeler. But the mistake was made.
Sir Arthur C. Clarke correctly pointed out that other tourist spots may have a beauty comparable with Sri Lanka, but none of these places have the history, culture and artefacts that distinguish Sri Lanka and make it a vastly superior tourist destination.
A change of focus is required in our tourism industry. Tour guides should be knowledgeable about Buddhism, our ancient history, our early civilisation. I once overheard a tour guide telling a visitor that the Buddha visited Sigiriya. He was confusing Sigiriya with Sri Pada.
Our place in South Asia’s history, culture, and trade are of great interest to visitors. This is clearly seen every year at the Galle Literary Festival, which is attended by hundreds of educated, intelligent tourists.
It is too bad that our visitors never get to see those parts of the country that are off the beaten tourist track. They miss out completely on the beautiful flora and fauna of other parts, the authentic village life and magnificent, rarely shown scenery. The tour guides will only take the visitors along main roads lined with gem stores, batik factories, cafes, bars and restaurants, from which they get commissions for bringing tourist customers. Meanwhile, the visitors never get to see Sri Lanka’s hidden wealth.
The Tourist Board and the Tourism Ministry should look at their objectives and the bigger picture of the tourist market. It is not enough simply to jack up prices. Our services must justify the prices, although we do have a few resorts with well-trained staff and efficient management that can justify high dollar rates. Going about tourism in the correct way would address Ashley de Vos’ well-articulated criticisms.
AR BEE - Kottawa |
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