Is tourism really booming in Sri Lanka?

• Case study Middle East

Sri Lanka is one of the most sought-after tourist destinations in the world. It is surrounded by the Indian Ocean strategically located between West Asia and South East Asia and has been an important stop on the silk route or the Silk Road.

It has all requirements to be one of the best tourist destinations with absolute peace, political stability, climate changes within few hours of driving across beautiful waterfalls, sceneries, rivers, tea estates, UNESCO-approved World Heritage sites and over 250,000 archaeological sites with many other attractions and requirements.

It is near impossible to have all these components in a compact island in addition to warmth and friendly nature of the people who are still not infected with commercialisation and rigidity. Anybody who has visited this wonderful destination will not hesitate to visit again despite unfair and venomous propaganda of alleged human right violations, when Sri Lanka is one of the States with effective human right mechanism consist of people living in Buddhist and Hindu cultures based on humanity and loving kindness. 

Those who brave to venture this beautiful island are amazed with the beauty, warmth and friendly nature of the people, despite false propaganda discourage them from visiting Sri Lanka. 

This island once named as the ‘Granary of Asia’ and ‘Serendib’ by the Arab sailors who voyaged through the silk route for trade due to beauty and wealth in culture and education. Today Arabs are re-visiting Sri Lanka to engage in trade and business and, as tourists with their new found oil wealth which they have invested wisely and strategically. 

The Middle East is full of wealth of oil and other resources and has been friendly with Sri Lanka throughout, politically and economically. Today investments and tourists are pouring into this little paradise, thanks to the new found freedom and peace which has catalysed the economy and caused tourism growth, especially from the Middle East sector.

Tourism

Sri Lanka is aiming at 2.3 million tourist arrivals per year by 2016. Whether we are going to meet this ambitious target with the deadline is a moot issue. Judging from what it is today, there is no reason to consider why we will not meet the target expected as things are moving fast in the right directions. 

Sri Lanka has become one of the top tourist destinations, attracting most of the airlines with daily flights, full of passengers who will try out all kinds of tourism. There is no need for vigorous campaign as word of mouth is sufficient for success in trade in the current fast developing world where the news flies in seconds with a click of a mouse with images and countless files and documents. 

Sri Lanka has got everything to be a tourist paradise when compared to Dubai, which is also a booming economy based on tourism which is a non oil income in the oil-rich UAE. Today Dubai is a top tourist destination with the vision of the Prime Minister of UAE and the people who jointly took part in the transformation of the desert to a top tourist hotspot.

Dubai has only 4% compared to the enormous oil supply of Abu Dhabi – the capital of the federation of UAE, which is blessed with 3.5 barrels of crude oil per day. It has exploited the strategic situation, be a service centre or a top tourist destination, using the dessert for safaris, malls to attract tourists and other facilities with all modern and sophisticated requirements available for tourists.

Sri Lanka has beauty, environment, climate, natural resources, archaeological sites, thousands of places to see and 250,000 archaeological sites to visit in our favour. Whether we make the maximum use of our resources nature has bestowed on us is a moot issue. Our hotels are clean, people are friendly and employees are professionals in any given standard. Therefore, meeting the target of 2.3 million and also becoming the ‘Wonder of Asia’ within a few years using tourism too as a vehicle is definitely a reality. 

Newly-introduced visa system

This online procedure has encouraged and enhanced visits and visitors. Payment of $ 20 is negligible for prospective visitors who were previously discouraged by the requirements to spend time and energy in Government departments or complicated visa procedure. They need peace, peace of mind, pleasure and exploration and are ready to pay the price for this. 

We do not want tourists or backpackers who will economise and become parasites on our economy and society. Some Western tourists take refuge in temples, churches and kovils for food and shelter and spend the holiday with no expenditure. There is credible information that some of them are responsible for spoiling our youngsters and the society by dealing in drug trafficking and engage in various nefarious activities. 

Those who are reluctant to spend $ 20 for a visa or a few dollars to enter archaeological sites are not genuine tourists and should be discouraged. On the other hand the income we generate on the visa fees is substantial and we need extra income to compensate the subsidies offered to tourists and the industry. Our target is ‘high end’ tourists who will cause less trouble to us and not disturb and destroy our culture and traditional way of life. 

High hotel rates

High hotel rates will not affect the industry as we should always aim at high end visitors. But the industry should be given the freedom to be flexible to fix rates based on certain guidelines as in the case of Dubai, Hong Kong, Singapore and many tourist hot spots. The industry should have some freedom to be self-monitored and regulated. 

It will be opportune at this moment to appoint an ‘ombudsman’ to regulate and monitor the private sector and Government outlets, which needs regulation by an independent and powerful regulator. 

For the tourist industry to be viable and productive, it has to be well remunerated as most services are subsidised. For example fuel, electricity, telephone and other services are heavily subsidised, benefits of which are heavily enjoyed and made use of by tourists and the industry.  Tourists spend effortlessly in Sri Lanka, because our currency is not strong. Why not make use of this reality to our benefit? 

On the other hand, hotels must be forced to refurbish and improve their hotels with the enhanced returns in need of 35,000 additional rooms compared to only 15,000 rooms currently in service. It is a good trend that new hotels are being built rapidly and small and mega projects are being initiated by the Government and private sector.

It is time that the industry adopts new strategies such as converting tea estates and other attractive places for tourism by improving eco, wildlife, medical, cricket and various types and kinds of tourism sectors for which Sri Lanka is mostly suitable and adaptable.  It is very happy to note that top class hotels chains such as Shangri-La as well as middle and medium hotels are ready to be in the team, with the encouragement and blessings of the Ministry headed by the visionary and hardworking of Minister of Investment Promotion who has masterminded the long and short time strategy for the industry.

New destinations

It is time that we look for new destinations more attractions and friendly tourists who will have show a warm and friendly nature towards us. USA is awaiting and looking for Chinese tourists who are high end and rich along with USSR and other countries such as Brazil. The number of Chinese tourists to the USA is a substantial part of the USA’s tourism income. It is time that we change our strategy and vision to attract more tourists from China, India and Latin America other than the West and the EU which are pressed with political and economical downturns. 

The European Union is in shatters and struggling for existence whereas the West is not doing very well economically and politically. The high end Middle East tourists will like Sri Lanka being a close destination and compatible with their habitants and culture. 

The trend is improving fast towards Sri Lanka with new and more airlines entering the field. Every day there are flights to Sri Lanka from all over the world – especially from the Middle East. UAE, the ‘Jewel of the Middle East,’ has become closer to Sri Lanka with its Middle East counterparts by interacting economically and politically.

The Sri Lankan Embassy in the UAE assisted and initiated Gulf Air flying to Sri Lanka. Etihad, the National Carrier of the UAE, has spent lavishly $ 300 million for newly-refurbished VIP lounge which is an indication of the confidence and the trust on the stability and the economy of Sri Lanka coupled with tourism which is booming. 

SriLankan Airlines and Mihin Air are increasing their flights and aircrafts day by day with an upward trend adding new products and supporting the tourist industry with their friendly air hostesses and pilots who are alert and professionals. Sri Lankan Airport Authority, Immigration and the government outlets are active and vibrant with less or no complaints. Internal flights to North, East, Hambantota and Kandy are frequent. 

Steps are being taken for new airports in Hambantota and Kandy soon. The Galle highway takes a passenger to Galle in 40 minutes which is full of archaeological sites. In few months we can reach Katunayake in 15 minutes on the proposed highway which will be connected to the proposed circular road which connects other high and main ways leading to the South as well as north which is day be improving the road network with broadening the road network in the North and East.

Flights originate from UAE to Sri Lanka is encouraging. Qatar flies three times a day. SriLankan, Mihin, Gulf Air, Etihad, Emirates, Oman Air, Air Arabia and Saudi Arabia are some airlines which fly daily or weekly and often with loads of tourists. This heavy air traffic to Sri Lanka is an indication of the tourist flow still not properly tapped due to various unforeseen and unfortunate resolvable issues. The good news is that the Minister has understood the drawbacks and obviously time is needed to restructure as there are human limitations in implementation of any strategy.

Immigration control and beauty of the capital

Unlike previously, today Immigration officers are alert and professional and have changed for good, transforming them to be real partners of the development of the industry. They are friendly and quick. The Airport Authority Chairman and Immigration Department Head appear to have full control over the ground situation. Complaints to us are less in these two important areas which facilitate tourists and tourism. 

Colombo has become one of the beautiful cities overpowering Singapore and Dubai making use of the natural beauty and resources with the strategy of the Defence Secretary who directs machinery on par with any international standard to make the capital and roads beautiful has been successful in making Sri Lanka on the top of the agenda on tourism in South Asia.

These compliments are genuine and extracted from the views of a fair cross section of the visitors from Middle East. We urge them to maintain and improve on the good work as tourism cannot boom in isolation. It is a strategy and hard work and joint efforts of all stakeholders.

There is a good word for the ordinary citizen still friendly and not infested with crude ways of urbanisation and so called modernisation. Tourists adore the warmth and friendly nature of our people, which is as attractive factor as much as the inherent beauty and the natural resources. This should be encouraged and developed as much as saving and preserving our environment and the culture which is under threat from the treasure hunters.

Consumer Affairs Authority (CAA)

In the UAE the tourism is based on shopping and purchasing in malls in addition to other attractions. Dubai has replaced Singapore and Bangkok, previously famous for shopping sprees. Quality consumer items are available at malls at the given price in the UAE, which is popular among tourists and locals.

There are complaints from Arab travellers to Sri Lanka prepared to shop around lavishly for not having a single mall of high standard in Sri Lanka. It is time for a Sri Lankan entrepreneur to take up this challenge to help the country and himself. In Sri Lanka it is time the CAA intervenes and extends its good offices to maintain and offer protection to the consumers as well as the tourists we are bound to protect for our own benefit. 

The tourist should know what to buy, how to buy and where to buy without being cheated by the brokers or the business community. They need quality more than the price. Those who exploit the tourists should be severely dealt with and the tourists should be looked after and protected by us all the time. It is only then that the propaganda by way of word of mouth becomes a reality. The death of a tourist in a substandard hotel in Sri Lanka brought some kind of blow and a drawback. We should be careful in future on such adversaries. CAA should maintain standards of consumer items, professions and businesses, not food alone, as it is empowered to maintain standards of professions, trade and business.

Taxi service

A proper taxi service is one of the main ingredients to be a successful tourist destination. In Singapore, UAE, USA, Hong Kong, Britain and many other destinations, the taxi industry is streamlined and controlled.

Lot of thefts, smuggling and harassments are by unlicensed taxi drivers. It is encouraging to note that steps are being taken in the near future to regularise and control a proper and authentic taxi service from Katunayake onwards. On the other hand the hotel should not charge exorbitant sums when they can offer the service for a reasonable price.

Tourist Police

Tourist Police is a common occurrence and sight in any tourist destination. The mere presence will encourage tourists and discourage culprits. It is encouraging to note the presence of the tourist police in some areas. This is an area to be improved and streamlined and the amount spent on the improvement of this service will benefit the industry directly and indirectly in the long run. 

The good news is that robbers and thieves generally spare tourists due to some reason which is admirable. It is the duty of the Government to look after them in our own interest and that of the industry.

Promotion, marketing and advertisements

We believe that no extra efforts are required for tourism promotion for Sri Lanka as we are already in the top gear. We are so famous in the Middle East, UAE and amongst all communities including the diplomatic community as a country that is beautiful and sought-after. We have not received complaints or grievances from any tourists to Sri Lanka in the recent past, which is to our credit. They speak high of the beauty, scenery, warmth and friendly nature of people, the service of hotels, beach fronts, natural resources and general friendly way of life. Therefore, it seems us that it is the best for tourists and tourism from UAE to Sri Lanka which has to be promoted and enhanced. 

We have previously spent large sums unnecessarily for PR companies. We need the Ministry to consider appointing a promotion officer with language and professional ability in the UAE as a catalyst for the efforts by the Embassy and the community in promoting tourism.

Sri Lanka Embassy

The Embassy has a major role to play in achieving the target on Government policies including tourism. What the embassies are lacking are qualified personnel with language abilities and IT in the team. The Embassy is proactive and acts on the vision of the President, who stated at a Budget speech that the Embassies should be hubs for the promotion of Government strategy and policy as follows.

President of Sri Lanka Mahinda Rajapaksa in the Budget Speech on 2011 reiterated as follows: ‘Hon. Speaker, foreign offices maintained by the Foreign Employment Bureau, the Tea Board, Department of Commerce and other agencies will be brought directly under the supervision of the Sri Lankan Embassies abroad so as to provide a one stop service. Once officials are posted, they will be required to work under the direction and supervision of the respective Ambassador. All scope of the responsibilities of Ambassadors will expand beyond the traditional diplomatic functions to include responsibilities relating to investment, trade and economic affairs.’ This gives a message of transformation of the policy to be proactive and breaking the shell of traditionalism to a foreign policy and a strategy to make ambassadors and embassies change the attitude and vigorous activism in line with the Government policy implementation accordingly Sri Lankan embassy in UAE has forwarded to be strategy and a theme to implement this with priorities on tourism promotion, investment promotion, labour promotion and image building.

Embassies in the Middle East have similar and same issues and the Ambassadors and the staff in the Middle East work hand in hand to meet the challenges. Recently Middle East Ambassadors met in Jordan under the leadership of Minister Dilan Perera to think of future strategies on labour. The workshop sponsored by the ILO has been one of the proactive projects organised in the recent past.

On 5 July President Rajapaksa will be addressing the Sri Lankan Ambassadors worldwide in Diyatalawa, exploring a new vision for foreign policy and strategy for a five year plan. This is a groundbreaking ambitious programme which is very timely in the era where a proactive and vibrant foreign policy is necessary to meet the current challenges. 

Crisis in the Middle East

We are very sorry about the current situation in the Middle East where the tourist destinations are destabilising, creating a vacuum. Today traditional tourists used to the Middle East look for new destinations in place of Syria, Egypt, Libya and many other tourist countries. It is thought that Sri Lanka will be in a position to fill the gap as a top destination.It is time that we grab the opportunity by encouraging the tourists and pave the way for them to visit us in the next few months and Sri Lanka is in need of tourists. It is for this purpose and to fill the gap that the Sri Lankan Embassy has brought about a proposition to organise a road show in UAE to interact with tour operators and stakeholders in Sri Lanka and UAE, in UAE on 30 August, most probably at the Hilton. Preliminary discussions regarding the project will be discussed in Colombo at a named venue addressed by the Sri Lanka Ambassador of UAE.

Those who are interested are advised to communicate with Sri Lankan Embassy in UAE or browse the website for detailed information.

Conclusion

Tourism is really booming in Sri Lanka, which is reaping the harvest of peace and stability and aiming to be the ‘Wonder of Asia’ soon. Sri Lanka is in top gear on tourism and has reached the zenith in this field. Embassies are at the forefront of the vigorous campaign and the country can look forward to achieving the target well in advance.

(The writer is the Sri Lankan Ambassador in the UAE, a Solicitor and an Attorney-at-Law. He could be reached on [email protected]. Visit srilankanembassy.uae.)