Sri Lanka Tourism gears up for the New Year with a National Strategy

Strategic targets spelled out by the plan

• Build a more diverse product range
  
• Make Sri Lanka more accessible
  
• 1.5 million tourist arrivals per annum (if peace prevails, by 2016)
  
• Increased yield per tourist from US$ 80 to US$ 130 per day
  
• 7,000 additional rooms by 2016 (with right conditions)
  
• New developments in the east and north west with further development of existing sites and the cities (resorts and new resorts)
  
• Grow traditional markets and open up new markets
  
• Exceed world class service levels and hospitality
  
• Grow domestic tourism
  
• Grow MSME sector

By Nizla Naizer
Sri Lanka Tourism yesterday announced their National Strategy aimed at developing tourism in the country through eight objectives addressing both long-term and short-term needs.

“In the past two decades, Sri Lanka Tourism has fallen behind the rest of the world,” Tourism Minister Milinda Moragoda says in the opening statements of the National Strategy for Sri Lanka Tourism publication, “We have much to offer and we have remained largely undiscovered. Today Sri Lanka Tourism has an opportunity.”

The strategic plan has been sent to the cabinet for approval, but Tourism Ministry Secretary George Michael is confident that the plan is the way forward. “Rs. 1 billion has been committed to this four-year strategic plan,” he explained, “And through this plan we hope to increase tourist arrivals to 1.5 million by 2016.”

A Tourism Strategic Action Group has been formed to this effect, based on the advice of the Minister, bringing together key stakeholders in the tourism industry enabling them to take quick decisions.
The Minister’s statement explains that the biggest challenge faced by a small country like Sri Lanka is not knowing what we want to be. “Our small island has so much to offer that our common fault is not knowing which market to enter, which product to sell and where we should place our limited resources.”

Michael went onto inform the media that the six markets primarily focused on were the UK, Russia, China, India, France and the Middle East. “However, we are seeing new opportunities arising in Pakistan.” Michael explained that even though in terms of heritage, the two countries share a common cultural advantage, but in terms of MICE and Shopping, Sri Lanka may prove to an attractive destination.

The Eight objectives
Tourism Promotions Bureau Director Prashanthika Dissanayake explained the eight objectives spelled out in the National Strategy.

Objective One – Short-Term programme
“Our First Objective is the Short-Term Programme where over the next four years, immediate action will be taken to increase visitor numbers, manage costs and improve services to ensure the long-term viability of tourism in Sri Lanka.”

New proposals such as the Ramayana Festival and other cultural festivals, building the newly launched ‘Operations Room’ into a fully-fledged centre, establishing a High Quality Standards Seal, ‘The Lion Seal’ to symbolise centres of excellence are among the many listed out.

Objective Two – Marketing and communication
The strategy explains that this objective will help the world to ‘discover the delights of Sri Lanka through innovative and imaginative re-branding, marketing and communication activities.’

Objective Three – Services and hospitality
With the intention of travellers leaving the island as ambassadors, spreading the word about the quality of service and exceptional levels of hospitality that can be expected in Sri Lanka, the strategy aims at improving visitor experiences.

Objective Four – Training and development
Sri Lanka Tourism aims to have a workforce which is ‘second to none in the world, both in the quality of the training and the highest standards of service delivered.’

Objective Five – MICE
This objective aims at promoting Sri Lanka as an ideal destination for MICE (meetings, incentives, conferences and exhibitions) tourism. “At present, India is our biggest market for MICE tourism,” Michael explained, “followed by Pakistan. We need to promote this further.” At present, Sri Lanka hosts more medical sciences related international meetings with 1,748 held in 2006, followed by 1,039 technology meetings, 987 science meetings and 611 meetings related to industries.

Objective Six – Domestic tourism
This objective aims to improve and expand the facilities available to domestic tourists to create delightful experiences for the people of Sri Lanka. “To this effect we have already discussed with the transportation authorities to have more observation carriages made available in our railways along with new whale watching facilities which have become popular among both domestic and international tourists alike,” Sri Lanka Tourism Development Authority Chairman, Bernard Goonethilleke explained.

Objective Seven – Grow the MSME Sector
This objective focuses on improving Micro, Small and Medium Enterprise which plays an important role in Sri Lanka’s tourism sector.

Objective Eight – Ten-Year Plan
“The future of tourism in Sri Lanka lies beyond the beaches to a more product range,” the strategy informs and the ten-year plan will focus on giving Sri Lanka a more far sighted approach for reaching their objectives.

New adventurous developments in Arugam Bay, Kalpitiya and Dedduwa will be formulated and presented to the cabinet for approval within the next year.