Strategies for sustained tourism growth: Call for action and reform

Thursday, 19 December 2024 00:04 - - {{hitsCtrl.values.hits}}

Sri Lanka Tourism Alliance Chairman Malik Fernando

Sri Lanka Tourism Alliance Chairman Malik Fernando in this article lays out a compelling vision for addressing the challenges facing Sri Lanka’s tourism industry. Highlighting the need for immediate action and reform, Fernando provided a detailed roadmap to ensure the country leverages its full potential as a leading global destination.

A golden opportunity for reform

Fernando stressed that Sri Lanka is at a critical juncture. The current stability of the government offers a unique chance to address systemic challenges that have hindered the tourism sector. “This is a golden opportunity to enact long-overdue reforms and put tourism on a sustainable growth path,” he emphasised.

Rising numbers should not lead to complacency

While the increase in tourist arrivals is encouraging, Fernando warned against complacency. Current numbers remain far from optimal, with off-peak seasons and certain regions underperforming. He also urged caution when interpreting tourism revenue figures, many of which are often inaccurate. A focus on genuine growth metrics, rather than superficial gains, is essential to long-term success.

Effective consumer marketing and nation branding

Fernando highlighted the importance of targeted consumer marketing and robust destination positioning to drive sustained demand at profitable rates. Beyond tourism, he advocated for a comprehensive nation branding strategy that integrates tourism with the promotion of Sri Lankan goods and services. “A well-executed nation brand can elevate our international profile and attract both visitors and investors,” he said.

A dedicated task force for tourism marketing

Fernando called for the formation of a dedicated task force to manage a comprehensive tourism marketing campaign. He noted that existing structures are insufficient to deliver impactful results. “This task force must be agile, focused, and equipped to execute a global campaign that positions Sri Lanka as a premier destination,” he said.

Improving visitor experiences

Poorly managed attractions are a significant threat to the tourism industry’s reputation. Fernando pointed to Yala National Park as an example, describing the tourist experience there as “terrible”. He called for immediate improvements in the management of wildlife and cultural attractions, emphasising that many issues can be resolved through simple process improvements rather than significant financial investments.

Unified management for attractions

To enhance service quality and visitor experiences, Fernando proposed a unified management structure for Sri Lanka’s wildlife and cultural attractions. Consolidating oversight under one authority would enable a more streamlined and effective approach to managing these vital resources.

A call to action

“Sri Lanka has all the ingredients to be a world-class destination, but this potential will remain untapped unless we act decisively. The time to reform and innovate is now.” His insights on Face the Nation underscore the urgency of embracing these strategies to ensure Sri Lanka’s tourism industry thrives in the years ahead.

These comments serve as a rallying call for stakeholders across the industry to unite and drive meaningful change, securing a sustainable and prosperous future for Sri Lanka’s tourism.

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