Having put aside its well researched and expensive Tourism Marketing Campaign, “Sri Lanka- The Small Miracle” for no good reason, Sri Lanka is without an attractive tagline and a campaign at its crucial development stage. In the absence of a suitable alternative, it could be worthwhile for the present tourism administration to reconsider this campaign as much work and investment has already gone into it.
 Much of the tourist arrivals to Sri Lanka have been from the traditional markets of Europe and India. Sri Lanka should not be totally dependent on these countries, expecting a continuous flow of tourists to the country. There is no country that is not vulnerable to political, fiscal and other unforeseen factors. The effect from the recent Icelandic volcanic cloud on world tourism was totally unexpected, as it created an unprecedented loss for certain destinations and to the airline industry.
Time is also ripe to resume promotions in the markets that Sri Lanka lost due to the war. Scandinavia, Spain and Japan and Benelux (Belgium, Netherlands and Luxembourg) markets were generating tourism to Sri Lanka before the trouble started and must now be re-tapped as a source for foreign visitors.
Whilst continuing with the traditional tourism generating markets, Sri Lanka must also look at emerging economies in Asia and elsewhere. Research and statistics divisions related to tourism promotion must look outward into emerging economies and their people’s spending power in the mid-term to long term probability and identify the value Sri Lanka offers to them to choose it as a destination.
Based on satisfactory findings, promotional programs can be introduced and enhanced. Working closely with overseas Sri Lankan missions such markets can be identified and developed without the need of prohibitive budgets and will be to the greater benefit of Sri Lanka’s Tourism. Current initiatives taken in this regard by some such missions gets cold-shouldered by the Sri Lanka Tourism Promotion Bureau based on the lack of budgetary allocations. This is ridiculous in the context of spending close upon Rs. 450 million for the recently concluded IIFA that was held in Colombo. The event may bring certain benefits but could the investment proportionately justify the expected outcome?
Human Resource requirement
The 2016 target of 2.5 million tourists remains a vital issue that needs early attention and preparedness. Finding sufficiently trained human resources to manage the services in an acceptable manner will be an added burden to the industry that is already having difficulties finding the right people. A considerable number of skilled workers and professionals trained with national resources are serving in tourism sectors overseas. Unfortunately, the prolonged war and uncertain revenues from tourism led to this exodus. Whether these skilled workers will return to rejoin the Sri Lankan tourism sector remains to be seen.
In order to meet the visitor number demand envisaged by the administration, the Sri Lanka Institute of Tourism and Hotel Management and other institutes will have to transform at least 90,000 school leavers to the skilled category between now and 2015. The level of hospitality offered by this country is high in the memory of those who have enjoyed it. The quality of service by smiling people offered here is not an experience commonly available elsewhere. Sri Lanka should not downgrade itself from being a ‘value for money’ destination in every aspect to one that offers simply mediocrity.
Tourism can contribute to solve the country’s problem of youth unemployment, especially at the semi skilled to skilled levels. Those who do not qualify to pursue higher studies can find greener pastures in the hospitality industry, as many have done beyond their expectations. Re-establishment of regional hotel schools is a step in the right direction and a great way to employ unemployed youth and benefit the rural communities. Attracting good training resource persons is a current challenge the industry faces and it will be difficult to find an immediate solution to this problem. The newly opened North and the East with its vast potential for tourism and the forthcoming developments will create a large number of jobs for the unemployed youth. Authorities may have already taken steps to establish hotel schools in these regions.
To overcome the HR need of the hour, the hotel industry itself can help to solve the problem by taking in more unemployed youth and providing training at hotels with the resources in expertise they have at hand. NAITA - National Apprentice and Industrial Training Authority can be more resourceful in increasing the intakes of trainees for the hotel sector. As the initial drop-out rate of new trainees under the scheme has been high, some hotels do not welcome this program. This is a matter of attitude which hotels have to rectify and provide trainees with a better induction and allow them to settle down and overcome their problems with an unfamiliar hotel environment. Hotels must also be made to consider making an additional contribution to the very small allowance the trainees get from NAITA, making it possible for them to sustain themselves during the trainee period.
Tourist Entry and Visa
In comparison with the hassle to enter certain other destinations as a tourist, Sri Lanka’s current tourist friendly visa policy is laudable and should not be tinkered with. This is indeed a plus point for the destination’s marketing and the fact is worthy of mention in tourism promotional literature. There are no apparent delays at the Immigration counters when entering Sri Lanka. This is also praiseworthy.
owever if the gentleman behind the counters at the very first point of visitor contact to the country can offer ‘a genuine Sri Lankan smile’ with the national salutation- Ayubowan, it will be a further feather in their cap and a great value addition and memorable first impression about the hospitality and standard of service the people of this beautiful country offer its visitors and would obviously stand out from all their counterparts at entry points world over who do not dare smile! If such change cannot come by separate counters could be introduced for tourists with support staff from Sri Lanka Tourism doing the greeting part while officials attend to their state duties.
(This is the final instalment of a 5-part series on tourism by the writer who is a hotel industry veteran based in Vietnam.
He could be reached at kumarsenaratne@gmail.com). |
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