Sri Lanka must abandon Sun, Sea and Sand
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
Sri Lanka must abandon its outdated, mass tourism label selling Sun, Sea and Sand, says a private sector leader. Tourist Hotels Association of Sri Lanka President Anura Lokuhetti has publicly called on Sri Lankan authorities to remarket the destination based on its comparative strengths which are rooted support cultural tourism and eco-tourism, rather than following this easily replicable model which fails to differentiate Sri Lanka from other destinations. Pointing to the rich cultural and religious diversity of Sri Lanka and South Asia, its historical significance and the fact the island is among the most biologically diverse places in the world, Lokuhetti insists these should shape product development and marketing initiatives of the tourism industry. Arrivals to South Asia in 2009 numbered 6.9 million, while Northeast Asia received 196 million visitors and Southeast Asia received 62 million. Clearly, trying to compete on the same level is not going to work for Sri Lanka, or India for that matter, this is why a comparative advantage must be established. Further weight is added to Lokuhetti’s call by the fact that the number of arrivals remain at a manageable level to support small scale, higher revenue packages along these specialist lines. The Association President also called for pan-industry cooperation to create a full and diverse travel package for visitors to the nation.
“Successful and sustainable tourism development and competition in the international tourist market depends on the extent to which tourists find their travel experiences impeded or facilitated. The Governments have a crucial role relaxing some of the tourism policies and reducing impediments, which will have a positive impact in contributing to the national development,” Lokuhetti told the Daily News.
Comments are closed.