• Top industry expert praises President leading the way but says consistent policies, taxes and international promotions key to maintaining momentum 
• Confident of SL becoming “major” tourist destination in five years 
• Calls on local hotels to create sophistication and new experiences  
• Says visa fee too high, suggests adjustments

By Charumini de Silva

Stepping up as a premier travel destination requires leadership, international promotions and equitable tax policies, a top expert said yesterday, calling on the Government to re-examine its visa charges as the country maps its way to becoming a “major” tourist destination over the next five years. 

World Travel and Tourism Council Chairman Gerald Lawless called on the Government to reconsider its visa fee noting that it was relatively high for Sri Lanka in attracting tourists. 

Speaking at the inaugural Asia Hotel and Tourism Investment Conference (AHITC) in Colombo, he drew examples from similar small countries and noted that charging a $ 35 visa fee was comparatively high for a destination such as Sri Lanka, pointing out that it could be an exorbitant cost for families. 

World Travel and Tourism Council Chairman and Tourism and Hospitality Dubai Holding Head Gerald Lawless – Pic by Lasantha Kumara 

“It is a question, not a statement,” Lawless added. “We saw in the UK when the airline passenger tax was implemented they said it was for the short term but the reality was that it was long-term. 

Governments get used to receiving money. But in Ireland a few years ago VAT on tourism services was reduced from 23% to 9%, now we have seen an annual increase of 16% in tourist arrivals and we are now closing on 10 million tourist arrivals for a country with a 4.6 million population, which is quite an achievement.” 

A consistent tax system would be a plus point to attract foreign investments, Lawless stated, as it would allow the private sector to be competitive. Typically tourism is taxed higher than other industries around the world.  

However, he welcomed Sri Lanka’s decision to adopt a modern electronic travel approval platform which streamlines business visas and enhances security. 

Lawless said the Government should refrain from creating artificial barriers that would deter travellers. “It is important to make [the process of securing a] visa easy, to welcome people. Everybody needs a visa, so don’t overreact. It is also important to have welcoming Immigration officials, which is a failure at many airports in the world,” he stressed. 

WTTC is the only global body that brings together all major players in the travel and tourism sector, enabling them to speak with one voice to Governments and international bodies.

Three factors including a responsible organisation for tourism development, such as a tourism ministry, communicating benefits to the industry and creating job opportunities were stressed as key strategies necessary to build Sri Lanka as a tourist destination.  

Sri Lanka’s leadership in supporting the development of the tourism industry led by the President himself was praised by Lawless, who insisted it was highly admirable and called for the industry to invest in the unique selling propositions (USPs) of the country such as people, location, heritage, culture and nature.  

Nonetheless, Lawless was adamant that Government Ministers and authorities should participate in leading travel and tourism trade exhibitions around the world. “One has to go out and talk about what the country has to offer and participate in all world leading travel trade shows. It is about putting your name out there. Do promotions!”

Lawless placed his confidence in Sri Lanka and said the country would be seen as a major tourist destination in the next five years. “There will be a huge difference with all the leading hotel chains already under construction. It all looks a bit messy at the moment but it will be all fine in about 12-18 months. There will be a great change,” he predicted.

He was also upbeat over opportunities for homegrown hotel companies to expand their brand. “The travellers want to experience the country, people and sophistication. It is not always about seeing the sun and sand. I think the homegrown hotel companies have a fantastic opportunity. Brands are very important in terms of reassuring new boundaries to say this is a sophisticated destination. There is a place for everybody.”

President designates next three years as tourism, investment years

President Maithripala Sirisena has designated 2017, 2018 and 2019 as the ‘Years of Tourism and Investment for a Prosperous Sri Lanka.’

The President officially made this declaration while participating as the Chief Guest in the inauguration ceremony of the first Asia Hotel and Tourism Investment Conference (AHTIC) on Sunday at the Hilton Hotel in Colombo.

These years have been declared to planning for the next three years and win all challenges in the fields of hotel and tourism in Sri Lanka by 2020.

The first Asia Hotel & Tourism Investment Conference in partnership with the Sri Lanka Tourism Club (SLTC) continued yesterday and will conclude today.

The three-day conference titled ‘True Colours: Showcasing hotel and tourism investment in Asia’ has attracted an international audience of senior figures and decision-makers involved in all aspects of hotel and tourism investment in South Asia and brings together international speakers to share key insights.

AHTIC is regarded as one of the region’s most influential gatherings at which the focus will be on the challenges and opportunities facing the hotel and tourism industries.

At the event President Sirisena met the World Travel and Tourism Council Chairman Gerald Lawless and other international and local industry leaders at the Networking Reception.

Sri Lanka Tourism Club Chairman Dr. Prabath C. Ukkwatte presented a commemorative plaque to the President at the event.

Ministers John Amaratunga and Arjuna Ranatunga and State Minister A.H.M. Fowzie were also present at the ceremony.