Lessons from Sri Lanka Tourism for Bangladesh

– Extracts of the speech given by Vipula Wanigasekera , Senior Lecturer – NSBM Green University at the Tourism Forum on ‘Opportunities of MICE Tourism in Bangladesh’ in Dhaka held on the sidelines of “18th Textech Bangladesh 2017 International Expo” – an international exhibition on textile apparel technology and machinery:

Sri Lanka entered the tourism industry way back in the late 50s with boat tourism to charter operations in the 60s bringing tourists as far as from Scandinavia. The success thereafter recorded with well over 400,000 tourists in 1982 with Sri Lanka producing experts in many fields in the hospitality sector way ahead of our competitors today.

One may remember the traumatic period of nearly 26 years thereafter, and yet the industry managed to secure half million annual target backed by high level of service, brand loyalty from Europe as well as the ‘must see places’ in Sri Lanka.

There was no looking back since 2009 when the conflict ended and today industry is proud to share the success story of Sri Lanka with over two million tourists in 2016. Apart from the total peace, there were many factors that contributed to this achievement including:

nTourism campaign for two years that repositioned the country as ‘Wonder of Asia’ with authentic, diversity in compactness

nHaving sufficient funds for promotions through tax system

nDevelopment of Tourism Reports such as Passekudah, Kuchchiveli, Yala, etc, enhancing the product range

nEstablishment of one stop shop to speed up investments

nRelaxation of visa procedures to Online visa

Arrival of Shangri La, Sheraton, Mnovenpick, Best Western, Hyatt, Marriot, Ananthara

nLocal Blue chips ploughing back profits into expansion of hospitality sector 

nEngagement in Routine promotions such as trade fairs through better projection of destination

nIndividual efforts by the industry to secure market niches for them

MICE tourism also gained simultaneously. Sri Lanka Convention Bureau was initially established in the 80s and made a useful contribution especially in the area of incentives through participation of IMEX, EIBTM, etc. When the peace dawned SLCB went on to strength the meetings from India, conferences through local associations and with assistance to exhibition organisers. For instance we worked with CEMS global closely when they established four major exhibitions in Colombo and we can see the level of their operations in Dhaka with the apparel industry apart from their operations as far as in Brazil.

That said, we should not forget that Sri Lanka’s potential in MICE is far higher than what has been achieved if some of the following can be looked at effectively which we believe are the fundamental issues in Bangladesh when promoting MICE.

MICE is a separate industry and should not be looked at as an extension of tourism. Rather it is the other way around. 

MICE requires separate strategies for Meeting, Incentives, Conferences, Exhibitions and Events. If one looks at the industry, we could clearly see who specialises in what. ‘MICE’ is not just one business although we use this terminology which seems to have confused many. That I am afraid would be the case here in Bangladesh too.

The exhibition space in Sri Lanka is full. It is almost impossible for a new exhibition organiser to establish a new exhibition even if it is an international event. The proposals submitted to authorities are yet to receive positive response. Bangladesh faces exactly the same issue today.

The available convention halls cannot accommodate bigger conferences attended by over 2,000 delegates. BMICH, Nelum Pokuna, Hambantota Convention Centre are glorious auditoriums and they are neither large enough nor multipurpose centres. Recommendations for Hyderabad, Suntec models need to be revisited. 

After eight years’ peace, we have come to a juncture where some major policy decisions are necessary which we believe the authorities are working on:

nTourism Act – Having learnt many lessons after the enactment of the last Tourism Act, it is necessary to look at all aspects before a new act is presented in parliament with wide consultations. 

nAllowing clear policies for future on numbers vs quality, Income Vs Value, Adhoc Vs Consistent promotions apart from infrastructure development including lands and resorts, 

nDiversity of attractions is a strength but without a destination promotion or a Rebranding campaign, the Diversity can be even a weakness from ‘Marcom’ perspective.

nRevisit the Chinese market and understand limitations while securing Europe.

nTry out new markets like the entry to Australia. It is always better to have trial and error without making guesses for future.

nRelook at the Informal sector which may outgrow to an extent where the standards will not be maintained in the long run.

nUnplanned development taking place in the absence of tourism designated locations

nProcedural issues that prevent the political will being pursued in view of some cases of abuses of power in the past. The deviations are inevitable in tourism promotions provided the flow of actions is transparent. We are yet to see the process being simplified to grab opportunities coming Sri Lanka’s ways. Bangladesh probably faces this before they even embark on a major campaign.

In addition to these MICE 

industry needs: 

nExpansion of conference and exhibition facilities studying what Singapore, Malaysia, Thailand and even Hyderabad have done. 

Revival of meetings from India which canlls for specific actions/consistent promotions specially with meeting planners in India

nAssistance to incentive travel with focused promotions targeted to incentive houses in identified market

nEstablishment of industry relations beyond associations 

In conclusion, we, in this part of the world, tend to have self satisfying postures painting an over positive picture through what is being done. There is a need to take the bull by the horn if the concerns are to be addressed effectively and meaningfully. At the end, the success needs to reflect from the real income, the quality of tourists whom we attract with the brand equity of the destination. 

MICE definitely brings in high end visitors and the higher authorities must look at the overall benefits rather than the room rate, number of days of stay, etc. Besides no country can rely on basic MICE statistics coming from immigration as MICE visitors hardly declare themselves as the purpose of visit being business.

Apart from the higher revenue, MICE generates many spin off benefits including support services, indirect revenue through shopping entertainment, trade and investment opportunities, repeat visits for leisure, participation by opinion makers, raising the profile of the destination, etc.

I am particularly being candid with these true factors because we, Sri Lanka and Bangladesh need not be competitors. Whatever we do to develop and promote tourism and MICE tourism will enhance the profile of South Asia hence the need to share information and experiences. We cannot fight in isolation when our competitors outside South Asia are hands on with changing travel and consumer behaviours around the world.

(The speaker is former CEO Sri Lanka Convention Bureau and Director SLTB and DG SLTDA.)