Protect the tourism dollar

Monday, 23 January 2017 00:32 - - {{hitsCtrl.values.hits}}

Sri Lanka has hit a milestone, earning $ 3.5 billion from tourism in 2016, and the industry was given yet another boost in a Bloomberg article naming Sri Lanka among its top 20 tourist destinations for the year. And it wasn’t just Bloomberg; several other online publications aimed at travel enthusiasts had Sri Lanka on their lists of 2017’s go-to destinations as well.

While this is undoubtedly encouraging news for an island nation which is slowly but surely regaining its footing on the global stage following a debilitating civil war, this latest encouragement must be met with the renewed resolve of constant self-improvement and not the sense of satisfaction gained from a job well done.

It needs to be made clear that Sri Lanka’s present coming out phase to the rest of the world is only in small part down to the work of the Tourism Ministry and more a case of the world finally taking notice of an eminently marketable product. It’s best summed up in the Bloomberg article: “Leopards are some of the toughest cats to spot on an African safari; in Sri Lanka’s Yala National Park, their abundance practically guarantees daily encounters. And that’s only one reason to go. Add to the list ruins that rival Angkor Wat and opportunities to see humpback and blue whales off the country’s southern coast, and you’ll wonder why so few tourists have caught on.”

Indeed, we all wonder. But deep down we all know. Sri Lanka has far too often been guilty of complacency following any milestone of significance, with hasty self-congratulation a precursor to an inevitable backslide to old bad habits (the present ‘Yahapalanaya’ Government being a resounding case-in-point). For Sri Lanka to capitalise on its abundance of natural resources there needs to be a holistic rethink of how the country is marketed.

Sri Lanka has been floundering around for years without a solid branding strategy, while also lacking a cohesive marketing strategy and campaign which should be a mutually agreed upon Private-Public Partnership (PPP). There are various promotional exhibitions that have taken place in foreign capitals in the past but they are not based on a master plan to promote the market destination. There is much more work that needs to be done in this area.

Furthermore, the protection of its natural resources has been woefully inadequate. Yes, the Government must be commended on the Cabinet decision earlier this week to declare several forest areas in the island as national parks and wildlife sanctuaries, but that is but the tip of the proverbial iceberg. Conservation work done on off-shore attractions such as shipwreck diving and the protection of Sri Lanka’s abundance of marine life – both of which are potential cash cows that are being tragically underutilised – takes a backseat. Illegal practices such as dynamite fishing are decimating these resources, while a lack of awareness and education among area residents means pollution is a continuing concern. Hundreds of acres of land are being cleared around the country and crucial attractions such as Wilpattu are under threat.

If the Government is serious about building on Sri Lanka’s rightful global recognition as a ‘must-see’ tourist destination, then it needs to get serious about its plans for promoting and protecting the nation’s resources, lest we make liars of international publications.