With the dawn of peace, our tourism industry has tremendous potential to grow.
The opening up of two-thirds of the coastline and land with so much natural resources and attractions, we got a product with so much diversity and depth, very rich culture and historical background, hot and cold climates with minimum travel, ayurvedic/herbal medicine, paradise for shoppers, surfing, wildlife safaris, eco-tourism, snorkelling and adventure, nature and tranquil beaches.
But unless and until we market it as a BRAND, we will not be able to achieve commercial objectives. In order to build a sustainable industry with injection of huge capital required to elevate the standards of the industry, the right policy framework, infrastructure facilities and stakeholder focus and committment are of paramount importance.
A predictable operating environment in terms of industry fundamentals is necessary to make the right start to build a sustainable long term business amidst ever growing competition in the region with more and more countries having strategic focus on tourism.
The critical success factor is that we need numbers at the right price (not to rip off but the exchange value) to be able to earn the right margins.
To to do this, the standards need to be elevated such as quality accommodation, efficient transport system assisted by good road network, reasonable friendly tax structure, utility cost at the right price, qualified and trained staff, presence of international hotel chains for global connection and awareness and efficient flights, etc.
To do this effectively within the shortest possible time, all key stakeholders of the industry should join hands to bring about the required changes with a common vision, strategy and an action plan.
Kishu Gomes,
CEO. Chevron Lanka |
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