Coherent strategy needed to position Sri Lanka as prime tourist destination

Last month, Sri Lanka Tourism announced it was launching a comprehensive global campaign almost after 16 years. It is a shame that even after the end of the three-decade-old civil war, the South Asian island has not been properly marketed as a sought-after destination.

Undertaking a well-crafted promotion campaign can do wonders for the tourism industry of a country. The highly successful marketing initiative carried out by Malaysia based on the theme – Malaysia, truly Asia – brought immense rewards for its economy and also left a lasting impression on the minds of global travellers. In 2009, Sri Lanka too was poised to execute a well-thought-out strategy to woo travellers under the tagline – “Sri Lanka, Small Miracle”, but hilariously it was discarded only a month after it had been revealed to the public by then Tourism Minister Nandana Goonetilleke, as the JVP Old Boy was offended by the word “Small”.

Tourism earnings during the first eight months of this year were over $ 1.3 billion while the target for the full year is $ 3 billion. When analysing the tourist arrival numbers, one needs to be mindful that the arrival figures include expatriate Sri Lankans who visit Sri Lanka from Australia and Europe. Such holidaymakers stay in the homes of their relatives or friends while they are in the country, and the extent to which they provide tangible benefits to the economy is an issue which deserves attention.

The Maldives, Thailand, and the Caribbean Islands are some of the nations that have reaped the maximum benefits by meticulously positioning themselves as appealing travel hotspots. If Sri Lanka is to achieve the same, the diversity of offerings needs to be expanded without being inhibited by cultural and moral taboos or so-called middle-class values. Quality entertainment and top-class casinos are critical in terms of attracting high-spending, wealthy tourists from neighbouring China and India. The gambling industry in Macau generates over 40% of its GDP, and a liberal attitude towards casino and gambling by the country’s policymakers can transform Sri Lanka’s economic fortunes greatly by giving a fillip to the tourism industry. 

The Maldives, despite being the premier tourist destination in South Asia, offers almost nothing in respect of night life and gambling due to limitations imposed by Islamic customs. Sri Lanka can be marketed as a tempting place to visit in the South Asian region provided that steps are taken to establish top-level casinos as well as premium night clubs. Furthermore, restrictions imposed on the sale of alcohol and exorbitant taxes on cigarettes need to be removed as explained by this column last week. In this regard, it is pleasing to note that the Government has issued 538 soft alcohol licenses with the intention of boosting the hospitality sector. The ill-conceived Minimum Room Rate policy is also another mechanism which should be done away with.

Sri Lanka Tourism Development Authority Chairman Priantha Fernando had rightfully underscored the urgent need for harmonisation of aviation and tourism policies, leading to an open-sky policy in order to lure a greater number of airlines to operate into the country. The exodus of trained and skilful employees in the industry out of Sri Lanka due to the economic crisis is another impediment which should be addressed by the policymakers. 

The Late Sir Arthur C. Clarke described the Island of Sri Lanka as a small universe which contains as many variations of culture, scenery, and climate as some countries a dozen times its size. He also spoke highly of the lovely beaches, beautiful landscapes, impressive ruins, the vibrant culture and charming people of the country. Aided by all such inherent advantages, tourism is a game changer that could completely rejuvenate the nation’s economy with the correct set of policies.