Sri Lanka- a unique paradise: What are we missing?
Sri Lanka is so much for so many. Yet we have been unfortunate and not been able to convey why every traveller has gone back so happy and returning. Is it because our only tool was word of mouth?
We need to dress –up (package) and present creatively to get the best. It’s like a colleague of mine in the industry saying “we are a 5-star product presenting as a 3-star and gets the price of a 3-star”. Isn’t that true and if so, what a waste.
Sri Lanka Tourism has great potential to have 4 million tourists by 2030 and earn US$ 10 billion where we could be among the highest forex earners. The unique attractions we have that are bundled together is an experience you could offer that none can match.
Tourists on the beach.
The benefit is not only to people involved directly in tourism entities but many other industries from agriculture, farming, IT, electronics, food supplies, hospitals and the list goes on.
The new Government has considered tourism as a major player to support the recovery of economy. The intervention they made to stop the increase of e-visa fee and offering over 40 countries visa free was commendable. If not, our industry would have been an unpopular destination to travel.
Sri Lanka –Then and Now
As we all know, Sri Lanka has been a popular destination for leisure holiday makers due to various reasons which include tropical climate, diversity, island factor etc. However, look at countries like Maldives, Thailand, Seychelles, Vietnam, Indonesia, they have branded their countries through continuous international promotions focusing on the consumer. This has resulted in creating a big demand for them.
If you see the arrivals over a period, it is extremely sad to know how we have performed then and now against our competitors. Please see below our figures against competitors:
The need of the hour is marketing and not changing the administrative structures.
NB: The above figures were taken from the following sources:
Sri Lanka – Sri Lanka Tourism Development Authority
Maldives – National Bureau of Statistics / MNPI Maldives Association for Tourism Industry (MATI) and Ministry of Tourism and Environment-Maldives
Vietnam – General Statistical office of Vietnam and Vietnam National Authority of Tourism
Thailand – United Nations University website, World Tourism Organisation and Thaiweb.com
Singapore – Taylor and Francis Online and Department of Statistics Singapore
Indonesia – BPS-Statistics Indonesia – Bali Province
Malaysia – Malaysia Asia Tourism and The Edge Malaysia
Philippines - United Nations New York 1993 and Department of Tourism
India – India Tourist statistic 2006 and The New India Express
Marketing and PR
For the last 17 to 18 years we have not been able to execute a powerful, well planned and positioned global advertising and PR campaign. The (Tourism) Act clearly defines the way forward on this matter and there is a structured procedure in the plan for the selection of advertising companies, media buying and the government procurement procedure.
Non-availability of a well-researched and focused marketing activities has resulted in basic and ad hoc advertisements which are not appealing to reach the target audiences. Therefore, we have lost a great deal both in arrivals and yield.
E.g presently over 75 per cent of 3, 4 and 5 stars book through tour operators abroad. When the awareness to the consumer is only through the tour operators, the price becomes a key factor. Therefore, to make the job easier for tour operators, we need to support, via creative advertising and PR, the consumer to consider Sri Lanka against competitors who then will invest heavily on advertising and PR (convey solid stories through media, offer attractions through documentary and control any adverse publicity).
We are only achieving approximately 15 per cent growth in arrivals in 2025 from 2024 and we will reach the arrival numbers in 2018 after going through three very bad years from 2019 to 2022. Here too, the main attraction was for the millennials/Gen-Z products that include Arugam Bay, Mirissa, Ella and Hiriketiya where they are influenced by social media and that target audience who look for activity/entertainment. Due to the lack of marketing Sri Lanka as a destination and the major attractions including places like Bentota, Beruwala, Yala, Nuwara-Eliya, Trincomalee, Passikudah, Negombo, Kandy and Sigiriya have been ignored for its true potential.
TOURISM ACT – To be in place for best results
At a time when the tourism authorities were struggling to find funds not only for tourism promotions but even to maintain the tourism offices abroad, the tourism industry pioneers along with few outstanding tourism ministry officials amended the Tourism Act in 2005 to actively carry out the functions and be competitive without a burden to the government.
The tourism development levy (TDL) was a brilliant idea as they collected 1 per cent from any tourism operating organisation to afford the best international advertising and PR companies to carry out global advertising and PR. This act was carefully planned to fund and execute the important roles which included international/local promotions through SLTPB (Tourism Promotion Bureau), licensing/regulatory through SLTDA (Development Authority), conference/exhibitions through SLCB (Convention Bureau) and training/development through SLITHM (Hotel School). This is the best option as if we have capable and professional people heading these organisations who can achieve the best. The best example is in 2015 the way SLTPB handled the ad company selection process which was very professional. However, with political interference, it was stalled.
Positives:
Control over expenditure through government procurement process and regular audits.
Affordability to appoint the best global advertising and PR companies to use their knowledge, expertise and their local knowledge to effectively communicate to bring the required awareness, build brand, influence the consumer to buying process etc.
Expert advice from industry professionals in the board of SLTPB appointed through the associations namely SLAITO, THASL etc etc.
Reduce political influence.
Since there are private sector board members appointed through the associations especially SLTPB there is better control and quality over promotions.
Proper global advertising and PR is only possible through this Act. Otherwise we will not only be wasting time with TDL funds.
No burden to the government.
Negative impact if changing 2005 Act:
Ad hoc decisions that suit few.
Decisions without industry involvement will not be the best decisions.
Misuse of funds.
(The writer is Chairman JourneyScapes (Pvt) Ltd and Sigiriya Jungles Resort and a Past-President of the Sri Lanka Association of Inbound Tour Operators (SLAITO).
The contents of the article are solely my opinion and thoughts).
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