Regaining the charm: JICA supports ‘Post Crisis Tourism Recovery’

Wednesday, 17 July 2019 00:00 - - {{hitsCtrl.values.hits}}

The Japan International Cooperation Agency (JICA), in cooperation with the Ministry of Tourism and Christian Affairs (MoTCA), successfully completed a joint seminar for the ‘Recovery of Tourism Sector in Sri Lanka after the Easter Bombings 2019’ targeting officials and professionals in the tourism sector.

The presenter Masato Takamatsu, the Managing Director and Chief Research Officer, and Head of Tourism Crisis Management Consulting at Japan Travel Bureau (JTB) Tourism Research and Consulting, in his keynote presentation shared experiences of Japan and learnings of other countries on how a crisis can be utilised as an opportunity to ‘Build. Back. Better’ the tourism sector in Sri Lanka. Potential strategies in bringing back foreign tourists for instance well-timed destination marketing identifying prime source markets more likely to be recovered in the short run and needs immediate engagements besides source markets more likely to take more time to recover and needs cautious approach was comprehensively deliberated based on market tendencies.

Participants ranging from government officials to business personnel had an interactive discussion on how each organisation can play their role to recover the Sri Lankan tourism industry. Particularly, Takamatsu and the audience shared the view that the challenges Sri Lanka is facing now can be used an opportunity to ‘Build-Back-Better’ the tourism industry to show the world all the attractions and people’s hospitability Sri Lanka can offer. Top representatives from the Ministry of Tourism and Christian Affairs, Sri Lanka Tourism Promotion Bureau, Sri Lanka Tourism Development Authority, Institute of Hotel School Management, Sri Lanka Inbound Tour Operators, The Sri Lanka Hotel Association attended the seminar chaired by the Secretary to Ministry of Tourism and Christian Affairs S. Hettiarachchi.

The tourism sector in Sri Lanka, which occupies 4.6% of the country’s GDP ($ 3.55 b worth) has suffered significant damage from the Easter bombings on 21 April in form of an increased level of travel advisory of other countries, decreased inbound tourists, reduction of number of flights, decline of hotel occupancy rates and so on. The number of inbound tourists have been gradually picking up since then because of the various efforts put into by Sri Lanka.

Japan International Cooperation Agency (JICA) is the executing agency of Japan’s Bilateral Official Development Assistance (ODA). JICA, the world biggest bilateral aid agency, works in over 150 countries and regions. In accordance with its vision of ‘Inclusive and Dynamic Development’, JICA supports the resolution of development issues in developing countries. In Sri Lanka, Japan has been providing financial and technical assistance since 1954 and is one of the largest donors to the country. On behalf of the people and the Government of Japan, JICA contributes to improve the lives of people in Sri Lanka.