KDU and Japan partner for sustainable tourism research in Sri Lanka

By Charumini de Silva 

J.F. Oberlin University in Japan Department of Airline Management Prof. Hazime Tozaki

Sri Lanka needs innovative approaches to address challenges such as environmental sustainability, cultural preservation and community engagement  – Prof. Hajime Tozaki –

General Sir John Kotelawala Defence University (KDU), in collaboration with Japan, has embarked on a transformative journey to boost the tourism industry through groundbreaking research initiatives focused on sustainable development.

In an exclusive interview with the Daily FT, Prof. Hajime Tozaki, a renowned expert in tourism and economics at the Department of Airline Management at the J.F. Oberlin University in Japan (JFOU) along with Dr. Hemantha Premarathne, Head of the Department of Social Sciences at KDU, shared their insights into this endeavour from their extensive research findings and experiences and strategies for creating a more inclusive and sustainable tourism industry.

Prof. Tozaki holds a PhD in Economics, an M.A. in Economics and a B.A. in Economics from the Kyoto University in Japan, and has also studied at the Graduate School of Economic History at Glasgow University in the United Kingdom. He is a key pillar of the collaborative partnership between Sri Lanka and Japan to revive the country’s tourism industry with important research on sustainable development in Sri Lanka. Apart from many years of experience in lecturing and research, Prof. Tozaki has also served as an advisor on tourism for Sri Lanka and he currently holds several important advisory positions in Japan. 

As part of the International Student Exchange Program between KDU and JFOU in Japan, Prof. Tozaki will be accompanying a group of 10 Japanese students on their upcoming visit to Sri Lanka, slated for 10 March.

Importance of research for sustainable solutions 

“Sri Lanka needs innovative approaches to address challenges such as environmental sustainability, cultural preservation and community engagement.” Prof. Tozaki highlighted the importance of leveraging research to identify key areas for improvement within Sri Lanka’s tourism landscape.

He stressed the importance of conducting thorough research and fostering partnerships with Japanese universities to enhance tourism practices in Sri Lanka. 

“Through this student exchange program with the KDU, we intend to create awareness of Sri Lanka as a tourist destination that has many offerings. We are also conducting research into how the communities engaged in tourism can benefit from the sector by addressing challenges faced by them,” he pointed out.

Prof. Tozaki called for more empirical and theoretical studies to develop sustainable tourism policies and inculcate them as key practices for the development of the sector and economy at large. 

Drawing examples from the Japanese tourism industry, he elaborated on the significance of the sustainable tourism concept in the leisure industry. He highlighted the need to view leisure activities not just as recreational pursuits but as integral components of a thriving economic sector. Citing Japan’s approach to managing over-tourism, he provided insights into effective strategies for addressing this pressing issue. 

“Japan has managed to balance tourism growth with careful planning, research, sustainable development initiatives and community engagement and awareness. However, there is still room to improve in many parts of Japan as well. As Sri Lanka navigates its tourism challenges and seeks to promote responsible and sustainable tourism practices, considering the lessons learnt from other countries will help to draft policies that will help to improve the industry,” Prof. Tozaki explained.

Dr. Premarathne echoed the same sentiments, asserting the need of education and collaboration in driving positive change within the tourism sector. 

“Leveraging Japan’s advancements in service quality and hospitality industry, the KDU seeks to elevate Sri Lanka’s tourism offerings to new heights,” he added.

Dr. Premaratne said with a keen focus on sustainability and enhancing the visitor experience, the collaboration holds immense potential for driving economic growth and promoting cultural exchange between Sri Lanka and Japan. 

Japan’s shift from manufacturing to services

Prof. Tozaki also delved into the key role of inbound tourism, particularly in Japan’s economic evolution from a manufacturing-driven economy to one increasingly reliant on service industries. 

“In the corridors of Japan’s economic history, it made the mistake of focusing only on manufacturing industries, until it realised that the economy was missing out on a significant opportunity in the service sector. Shifting the industrial landscape from the clang of manufacturing machinery to the hum of service-oriented enterprises was a game changer. Once revered as the powerhouse of manufacturing prowess, Japan now finds itself navigating the intricate pathways of service industries, marking a pivotal evolution in its economic journey,” he added.

However, he pointed out that this transition did not occur overnight but rather unfolded gradually, mirroring the nuanced interplay of market forces, technological advancements and shifting consumer preferences. “As the global economic tides ebbed and flowed, Japan’s policymakers and business leaders recognised the imperative of diversifying the nation’s economic portfolio beyond its manufacturing stronghold. The rise of service industries emerged as a natural response to changing market dynamics and the maturation of Japan’s industrial ecosystem. Tourism as a key service sector has emerged as a beacon of innovation and growth with renowned hospitality establishments driving employment opportunities, boosting investments and entrepreneurial ventures and reshaping Japan’s economic landscape,” Prof. Tozaki said.

Similarly, he opined that Sri Lanka should usher in a new era of innovation, creativity and resilience by positioning the destination as a dynamic player in the global economic arena.

“Japan’s shift underscores the crucial need to showcase Sri Lanka’s distinctive attractions and experiences to lure tourists. By emphasising the country’s cultural heritage, natural beauty and diverse offerings, Sri Lanka has immense potential to carve out a niche in the global tourism market, drawing travellers seeking unique and immersive experiences. The transition however needs an unwavering commitment to shaping a brighter future for generations to come,” he noted.

Limited awareness of Sri Lanka in Japan

Prof. Tozaki and Dr. Premaratne highlighted the significant lack of awareness or familiarity with Sri Lanka among Japanese people. 

“Many Japanese individuals may have limited knowledge about Sri Lanka, its culture, attractions and tourism offerings. This lack of awareness can stem from various factors such as negative publicity, limited exposure to promotional efforts and cultural exchanges. As a result, there is a need to increase awareness and educate the Japanese population about Sri Lanka,” Prof. Tozaki said. 

He outlined that the matter can be achieved through targeted marketing campaigns, cultural exchanges and awareness programs aimed at showcasing Sri Lanka’s rich diversity and attracting interest from Japanese tourists and investors.

Noting the key role of inbound tourism, especially against the backdrop of Japan’s shift from manufacturing to service-oriented industries, Prof. Tozaki underscored the imperatives of showcasing Sri Lanka’s distinctive attractions and immersive experiences to entice tourists. 

“It is important that Sri Lanka’s tourism authorities make an effort to woo Japanese tourists, especially the silver market as they are rich and have plenty of time to explore,” he added.

Despite the emergence of digital platforms, Prof. Tozaki said mainstream media channels such as television and magazines remain instrumental in driving awareness and generating interest within the Japanese market.

“Japanese are still very much reliant on magazines and television programs especially when it comes to travel planning. I think it is partly because of too much information and credibility of the media outlets as they represent a reality over digital media content that sometimes is different from the reality,” he noted.

He claimed that the Japanese youth are very busy and do not refer much to English language content even via social media platforms, which may have been a factor why Sri Lanka as a tourist destination is not popular among the Japanese people.

Promote Sri Lanka in a positive light 

Prof. Tozaki urged the need for proactive efforts to promote Sri Lanka under a positive spotlight to rebuild its image, particularly after the negative perceptions of the economic downturn. 

“Many of us try to promote the destination by giving our viewpoints, but it should be from the other way around. Hence, our student exchange program is very important to share their honest experiences and feedback about Sri Lanka with the Japanese people. This way it is more convincing than an outsider trying to instil an opinion,” he said.

He also said Sri Lanka can enhance its reach via focused marketing initiatives and compelling storytelling campaigns. Sri Lanka needs to captivate the imagination of prospective travellers, positioning itself as an irresistible destination on their travel itineraries.

Prof. Tozaki listed agrotourism and experiential tourism activities as potential areas to boost tourism demand following the economic crisis, as they not only create livelihoods but also boost sustainable and inclusive communities.

Dr. Premaratne discussed research findings that highlighted how communities suffered adverse effects as a result of shifting between sectors and over-dependence on the tourism sector.

“In our research conducted in tourist hotspots situated in the North Central Province, we observed a prevalent trend of heavy reliance on tourism as a primary source of income among residents. However, it became apparent that many individuals had ventured into the tourism industry without a comprehensive understanding of its intricacies and potential vulnerabilities. When the COVID-19 pandemic led to a complete lockdown and subsequent economic crisis, these communities bore the brunt of the fallout, experiencing severe setbacks and hardships. These findings highlight the critical importance of educating and understanding within these communities about the need for economic diversification and resilience-building measures to ensure long-term sustainability and stability,” he pointed out.

Optimistic outlook, but needs improvement 

Prof. Tozaki envisions a promising trajectory for Sri Lanka’s tourism sector, buoyed by the country’s strategic positioning to harness the momentum of the burgeoning global travel trade. 

“Amidst the fierce competition, proactive planning and strategic foresight in positioning Sri Lanka as a premier destination of choice are imperative,” he added. 

He underscored the critical significance of adeptly navigating geopolitical transitions, especially given Sri Lanka’s strategic location at the crossroads of Asia, East Asia and Europe. 

“Recognising the inherent complexities and opportunities in this strategic location, it is imperative for Sri Lanka to forge robust partnerships and boost diplomatic ties with key markets. A proactive approach towards promoting peace and stability is also an indispensable cornerstone for cultivating an environment conducive to attracting and ensuring repeat international visitors,” he explained.

Prof. Tozaki also emphasised the importance of leveraging on unique selling points (USPs) and capitalising on emerging trends. “This way, Sri Lanka can carve out a distinct niche in the global tourism landscape,” he said.

Outlining the pivotal role that related industries play in facilitating tourist mobility and exploration, he insisted on a range of initiatives, including infrastructure upgrades, technological innovations and policy interventions.

He called on the authorities to delve deeper into pressing concerns regarding the adequacy and safety of the country’s transportation infrastructure, particularly in terms of public transport accessibility and reliability. In addition, he stressed the need to address the quality of accommodations with an emphasis on the significance of cultural understanding within the tourism sector.

“By prioritising enhancements in these vital sectors, it will not only improve the convenience and comfort of tourists but also strengthen the country’s image as an attractive and welcoming destination,” Prof. Tozaki pointed out.

Pix by Lasantha Kumara