Community tourism to be developed to differentiate country from the region

By Cheranka Mendis

In the wake of high expectations in the tourism industry, the country should focus on product innovation to attract more tourists to the country in ways such as community tourism.

With the emergence of what is known as ‘prosumer’ or professional consumer whose demands for tourism products include qualities such as spirituality, inner value and consciousness, the development of community tourism can be used as an important tool for the growth of the industry.

Speaking at an International Forum on Community Based Sustainable Tourism last week, Head of Standards, Quality Assurance and Special Projects Dileep Mudadeniya stated that with consumers now asking for something different to the usual experience, developing community based tourism could boost economic progress as well as attract the LOHAS travellers from world over.

 “LOHAS, which stands for Lifestyle Of Healthcare And Sustainability, is the segment that travels. In the sustainable economy we live in, authentic healthcare and personal development are considered top priorities especially by this segment of people. It has been noted that 90% of the LOHAS customers prefer to buy from companies that share their values with the community. The same rule is applied when it comes to travelling as well,” Mudadeniya said.

“This segment is growing and must be focused on. This is what we general consider as authentic tourism.”

Community tourism, which has been recognised as having the potential to drive forward economic growth, fiscal development, social responsibility, and infrastructure building must be popularised within the country and overseas, he said.

Activities based under community tourism should even be included in tourism brochures, etc. Giving boost to the said tourism area would generate employment opportunities to the people in the country, give then scope for revenue generation and help uplift society’s standards.

Tour operators should provide tours that give tourists the opportunity to visit and interact with people and learn about their traditional practices, Mudadeniya noted. Operators should also work with local governments to identify vulnerable groups for community-based tourism projects.

“This is something we like to promote at Sri Lanka Tourism. We see community tourism as an important avenue in establishing post-conflict social economic foundation, reconciliation and justice.”

The particular area of tourism can play an active role in is promoting community development and cultural tourism. “Inclusive business models must be practiced and exercised in community tourism,” he said.

The physical development of the country is also important. The question however is how the industry can develop activities and be proactive about it. “There are a number of examples that can be drawn out of Sri Lanka itself; the post-conflict renovation, construction of houses, school infrastructure and facilities that have taken place in the country.”

Mudadeniya acknowledged that the low income earners who partake in community tourism were often frowned upon as a nuisance or problem and the general idea was that the section should be eliminated.

“Communities benefit through tour guide fees, with tourists buying their local and commissions. In Colombo this is seen as a problem and the thinking is that they should be eliminated rather than being given benefits. What many do not realise is that such activities motivate the local community to establish business contacts and uplift their lifestyles.”

An impending risk, however, is that the fear of tour operators not providing these groups a fair share of the tourism benefits. “If the concept is not properly developed, the role of community tourism of developing and boosting the economic status and development in a shared growth process is lost.”

Sri Lanka is different due to the community involvement, authenticity that the country maintains, he said. This cannot be maintained if a real experience is not provided. Noted as the ‘mega wave of authenticity,’ community-based tourism drives forth the plan on differentiating Sri Lanka from the rest of the countries in the region as focused on in the recently-launched strategic plan.