Promoting South Asian tourism through inter-regional circuits

By Cheranka Mendis

Tourism in the South Asian sub region will be collectively promoted with Buddhism and ecotourism circuits at the lead during the next five years through a road map designed by the five-member South Asia Sub Region Tourism Working Group (TWG).

Economic Development Minister Basil Rajapaksa launches the South Asia sub regional tourism website while ADB Sri Lanka Resident Mission Director Rita O’Sullivan, Economic Development Ministry Additional Secretary Nihal Somaweera and Chairman Sri Lanka Tourism Nalaka Godahewa applaud – Pic by Kithsiri de Mel

Announced at the South Asia Sub Regional Tourism Forum held in Sri Lanka yesterday, the two day discussion was based on improving connectivity and destination, management of cultural and natural resources in the sub region and the road map for institutional arrangement for cooperation. With representations from member countries – Bangladesh, Bhutan, India, Nepal and Sri Lanka – the event will be concluded this afternoon after the TWG meeting.

With a proposed financing strategy of an estimated US$ 452.8 million over five years, the plan is to boost the tourism of the countries by promoting its Buddhist heritage and diverse natural beauty, which have been identified as competitive advantages of the sub region. While cooperation among the nations is key, what must be created is the ability to move easily across border in the sub region in a picture that is similar to the happenings in Europe.

Shangri-La Tours Director and Nepal Association of Tour Operators President Ashok Pokharel stated that the region must look at creating Buddhism and nature-based cross border circuits. Proposing a single visa system among member countries for those who travel by air, sea or land, Pokharel noted that a tourist friendly visa regime would be ideal for tourism promotion.

Commending the Sri Lankan visa system which he described as “designed for easy access for tourists,” he announced that the system is worth being copied and implemented by South East Asian countries.

He noted that the hindrances in the partnerships were caused by political misunderstandings, bickering, geopolitical positioning and general absence of knowledge. “Political commitment must be in place to promote inter and intra regional tourism, which could be used to immediately harness and leverage circuits.”

Pokharel noted that six circuits already exist such as the Bhutan-India circuit and three more are to be added to the networks. To facilitate this further, a single a visa system would be the ideal option.

“The markets and products exist, what is lacking is the effort, i.e. the government at the policy implementation level. Governments must work together to forget the baggage of the past and look to the future. The easiest way is to set up a common South Asian visa and share the costs and revenues equally. I propose today that the immigration departments, embassies and high commissions of the South Asian countries should push for this system and work together.”

With the UNWTO forecasting fast growth in the region within the next five years, total tourism volumes are expected to move from 10 million in 2010 to 60 million in 2016. Such growth would push total volume increase in countries like Sri Lanka, Bhutan and Nepal to 100%, ADB Regional Technical Assistance Team Leader Ludwig Rieder said.

“We are facing a period of fairly strong growth. The issue is not so much in getting tourists but in managing it in a sustainable manner without destroying natural resources,” Rieder commented, “and to ensure benefits are distributed across a cross section of people.” He noted that one of the key promotional activities for the region should be pilgrimages, which could attract the long haul market.

Rieder acknowledged that to reach the vision of the sub regional tourism plan, three strategic directions have been formulated – sustainable and inclusive development of thematic multi-country Buddhist heritage and natural heritage circuits, capacity building and knowledge and experience sharing of sustainable development and marketing and marketing and product development of thematic multi-country circuits. “Under these strategic directions, steps have been formulated to take us to the goal.” Sri Lanka Tourism Chairman Nalaka Godahewa also present at the event stated that with the theme revolving around Buddhism and eco tourism, the country had much to offer in this regard.

With Sri Lanka having the world’s oldest living tree in Sri Maha Bodhi, the largest brick structure in Jethawanaramaya, the oldest and longest record of history with the Mahavansaya and the world’s only surviving Tooth Relic in Kandy, Sri Lanka can greatly contribute to the endeavour. He also noted that out of the eight UNESCO heritage sites in Sri Lanka, five are directly linked to Buddhism.

“On the nature front, Sri Lanka has the highest density of waterfalls as well as leopards in the world and Minneriya has been named as the sixth greatest wildlife spectacle in the world by Lonely Planet,” Godahewa said. He urged the TWG hierarchy to implement the plans as noted without stopping at policy making and suggestions to support the region.

Representing ADB, which is the supporting body for TWG, its Sri Lanka Resident Mission Director Rita O’Sullivan noted that the TWG was implemented to strengthen cooperation between the member countries to increase the overall size of the tourism markets and to promote tourists to spend more time and money in the countries.

“We see that benefits are also extended to local community in the tourism value chain. In 2006 the sub region tourism plan was developed and related training programs were conducted. In 2010 the group further refined the plan. Loans were given to various countries such as India and Nepal, amounting to US$ 16.5 million.The South Asia sub regional tourism website was also launched at the event by Economic Development Minister Basil Rajapaksa to further promote the cause while a sub regional coordinating office was announced to be established in Sri Lanka in collaboration with the program to promote natural, regional and historical attractions in the region.