Hotels Association Chief reflects on Sri Lanka’s challenges and opportunities for tourism revival

Greetings from The Hospitality Sector in Sri Lanka.

I am delighted to give this message to commemorate the World Tourism Day on behalf of all our members from The Hotels Association of Sri Lanka (THASL).

This day is of special significance this year for all of us. Tourism will be a catalyst in helping the country to come out of the present crisis in the months to come. Net foreign exchange earnings from tourism is the highest of any industry in Sri Lanka and 90% of the tourism forex earnings remain in the country. It is one industry with a high multiplier effect, where the benefit of one arrival flows down right to the grass root level of our community.  

For example, the king coconut seller, the handicraft seller, guides, drivers, vegetable and fruit sellers, fishmongers, even the beach boys  are all beneficiaries of tourism. The highest revenue earned from cultural sites, wildlife parks, temples are from foreign visitors.

Tourism is a low hanging fruit and the recovery can be very fast.  In fact, faster than any other industry.  We have seen this over the years.  Combined with the innate resilience we Sri Lankans have, this has helped Sri Lanka Tourism to bounce back amidst every setback. In the recent past, amidst the economic crisis with shortages of fuel and gas, power cuts and the protests, the hotel sector held forth without closures.  

Unfortunately, the foreign missions  announced against travel to Sri Lanka , completely halted visitor travel to the country when it was on the verge of recovery post the pandemic. The negative publicity brought about by the protests further built a fear psychosis in the minds of potential travellers. With border closures for almost two years around the world due to the pandemic, there is a huge pent up demand for travel. It seems evident that Asia is leading in preference for holidays.  Maldives and Thailand have already surpassed their best year in tourism earnings.  The demand for Sri Lanka is out there in Europe and India. We need to communicate that the country is ready for Tourism and negate the perception created in the recent past. This is the only way out.

Sri Lanka is one of the finest countries in the world and ideally poised to attract foreign visitors on holiday. The diversity of its attractions with an abundance of nature, culture, adventure, miles of golden beaches surrounded by the warm turquoise waters of the Indian ocean is truly a blessing and must be recognised and protected by every citizen of this country.

I am positive and so are our members that Tourism recovery will be sooner than expected and will contribute to the economy with its forex earnings. The travel advisories have now been lifted and there is stability in comparison to the past few months. We will support the leadership to rebuild the nation, for we realise the value of Tourism and its benefits more than anyone else as over three-million people, which means 12% of our population is dependent on Tourism. Direct and indirect employment is over 500,000.

The Hotels Association of Sri Lanka has requested all its members to use the least imported items in hotel operations. The focus now is to substitute  imports with local production wherever possible. As a responsible association , we request the membership not to reduce pricing as it is up to all of us to make our hotels  profitable in a climate where the cost of operations have skyrocketed due to inflation. 

Our workforce has gone through some difficult times over the past three years and we need to give them the best for continuing to be part of this industry. This is a key aspect for our survival and sustainability.

Sri Lanka Tourism should be commended for having selected the ancient city of Pollonnaruwa, a UNESCO Heritage site to celebrate the 2022 World Tourism Day. Such locations are a pride to this nation and if marketed properly will attract many a foreign visitor.  It also has another significance as Polonnaruwa is one of the locations visited by the late Queen of England during her visit to Sri Lanka.

On World Tourism Day, I wish all Tourism stakeholders and employees all the very best for the future and may Tourism in Sri Lanka thrive to new heights in the near future and serve the nation to survive the economic and financial crisis.

The writer is the President of The Hotels Association of Sri Lanka (THASL).