Saturday Sep 21, 2024
Saturday Sep 21, 2024
Wednesday, 4 September 2013 00:00 - - {{hitsCtrl.values.hits}}
There are 54 independent states under the belt of commonwealth and many of those already confirmed their participation. The Commonwealth Business Forum (CBF) will also take place in Colombo in conjunction with the Commonwealth Heads of Government Meeting (CHOGM).
This is the premier business event in the Commonwealth, bringing together heads of government, ministers and top business leaders from around the world and will be attended by over 1,000 delegates.
Strategic window now open
At the moment Sri Lanka is enjoying the dividends of peace. The growth of the tourism sector can be witnessed. This is more important for economic growth since the country always depends on garments as well as traditional exports like tea. Especially for products like garments, we have to import the materials from overseas. So the net income is not that significant in terms of revenue generation.
We can now also see the pressure mounting from Western countries (GSP+, etc.) on Sri Lankan garments. Hence, in this context the strategic window has been opened for tourism in Sri Lanka (strategic window is the temporary period of ‘alignment’ or ‘fit’ between the competitive capabilities of an organisation and the key requirements of the existing or new markets it intends to compete in), because Sri Lanka has been named by the world as the most attractive and diverse palace to be visited on earth.
The world’s most renowned and largest travel guide book and digital media publisher, The Lonely Planet, has named Sri Lanka as the number one destination in the world to visit in year 2013. World leading UK Magazine Conde Nast Traveller has ranked Sri Lanka as the third hottest new holiday destination to travel to in 2012.
Furthermore, National Geographic has listed Sri Lanka at No. 2 of the 25 ‘Best New Trips for 2010’. Moreover, a CNN survey has ranked Unawatuna in the 79th position among the 100 best beaches in the world, while Arugam Bay has been ranked as the 46th best surfing spot among the best 50 surfing spots in the world.
Sigiriya
There are many places in Sri Lanka which can be promoted and marketed to the world. Sigiriya is one location which we can market and communicate the proud history of Sri Lanka. Sigiriya has been named as the eighth Wonder of the World. It also is an icon of Sri Lankan tourism.
The original name can be loosely translated as ‘Remembrance Rock’ and the latter as ‘Lion Rock’. Around this rock, there are fourth century A.D. remnants of perhaps the most magnificent buildings Lanka can boast of (Sandarasagara, 1997). There are many aspects that can be communicated with Sigiriya.
The fortified garden city of Sigiriya is one of the typical examples of identifying landscape design concepts with Sri Lankan traditions of hydraulic engineering. There is a need for a novel, innovative website concentrated on Sigiriya. It is desirable to have a catchy theme like ‘I left my heart at Sigiriya’ to attract more tourists to the destination.
The website should be kept simple and it should consist of beautiful photos, carefully selected melodies and brief statements. Further, a 24/7 hotline is also recommended. Links should be available enabling the visitor to have information about visa procedures, to book hotels in the location, etc. Even the web ads can be posted on selected popular websites. Furthermore, visitors should be able to purchase products through the web just by clicking the icon.
For easy access of search engines like Google some key words can be used. As an example when the potential customer types ‘Handicrafts’ on Google, the Kibissa (this is the place that markets the handicrafts of the people to tourists with many creative pieces of work) is a word will come as the second or third search. To promote Sigiriya and the surrounding area as a tourist destination, there is a need for better website together with some tools like customer relationship management, sales promotion and word of mouth communication, etc.
Opportunity
The CHOGM event is one opportunity for the authorities to launch the website and communicate our identity with values to the world. CHOGM can be considered an opportunity as many world leaders and top business leaders will be coming to this part of the world.
In the future they will be the brand ambassadors of Sri Lanka. There is a need for better strategy in terms of marketing in order to inspire them. Not only the authorities but the citizens who love Sri Lanka should understand this as their responsibility and duty.
Counting the countries which are not attending this meeting is for the people who do not wish the nation to prosper. Accordingly, it is important for Sri Lanka to make use of this opportunity by using the strategic perspective with long-term mission. It is only then that the country will regain the pride it has lost for the last 100 years.
