Promoting uniqueness of Jaffna, in India

Muhunthan Murugaiah

We feature below an interview with Muhunthan Murugaiah, member of the Northern Tourism Bureau who specialises in hospitality and tourism, having obtained his university credentials linked to tourism from Europe, Malaysia and Sri Lanka. He has worked in the culinary sector in UK and Germany as well as southern areas of Sri Lanka including Hikkaduwa, Bentota and Beruwela, and holds a Masters in Tourism Economics and Hotel Management from Colombo University. He is the founder of the British College of Hospitality Management, a private vocational training institute based in Jaffna. He is also a member of the Northern Chamber of Industries which focuses on tourism related industry promotion. Along with four other tourism stakeholders from various parts of Northern Province, Muhunthan Murugaiah will be shortly representing Jaffna tourism at the India International Travel Mart in Chennai from 16 to 18 July. This interview was conducted in the aftermath of an informal discussion between few Jaffna tourism entrepreneurs on strategising the presentation of Jaffna’s uniqueness to the Indian travel sector. 

Q: How do you see Jaffna within the tourism arena of Sri Lanka as a whole?

A: As far as I know it is only this year that Jaffna was represented at the Sancharaka Udawa which is considered as Sri Lanka’s premier annual travel and tourism fair, held annually at the BMICH in Colombo.

Q: Why is this so? As I ask this, I myself know that there are many reasons why but how would you explain it?

A: As you say there are many reasons and one could be that Jaffna was cut off from the rest of the country for over three decades due to the prolonged conflict which ended in May 2009. It is 16 years since and we can see that Jaffna’s tourism sector is changing and is becoming dynamic. 

Q: What type of tourism is most popular in Jaffna where the global traveller is concerned?

A: I believe experiential tourism is one of Jaffna’s best strengths including of course spiritual and nature tourism. For example there are unique heritage homes across the North, some of which are turned into places which offer unique cultural experiences such as traditional cooking exposure where European travel groups can themselves take part in the preparation of exotic Northern cuisine and consume it in the comfort of a traditional home. 

Q: What are the places that offer these culinary related experiences in Jaffna?

A: There are several. One such place is a unique almost 100-year-old home in Vaddukodai turned into a heritage tourism alcove called Catumaran Jaffna. 

Q: Your immediate focus is to promote Sri Lanka to the Indian market, especially in Tamil Nadu where the first stage of the India International Tourism Mart will be held; what will be your selling point to India concerning Jaffna?

A: We hope to highlight spiritual and heritage tourism using also the Ramayana legend and its connection with the Ram Setu route in Mannar connecting Lanka with Rameswaran in India. All mythology can be a living heritage and is a vital part of intangible cultural heritage in modern times. Hindu mythology is especially vibrant and the lore linked with Lanka is an integral part of modern day diplomacy and influences travel interest. Hence it does play a key role in Lankan tourism in relation to India. Where the Rama Sethu Bridge is concerned it is believed to have been built by Lord Rama and his army to reach Lanka and travellers can be made to feel the poignance of a mythology linked past long gone but not dead. 

Q: Would you and the northern team be promoting solely only northern tourism at the India International Travel Mart?

A: Well, we will be representing the Northern Tourism Bureau and yes, and we will be promoting Jaffna and the North. But if a tourist is motivated to visit Jaffna, naturally he or she will visit the rest of the country. 

Q: Can you comment on the overall tourism appeal where Jaffna is concerned, with regard to the European and Western travellers?

A: The rest of the world is only now learning about Jaffna. But Jaffna is increasingly becoming popular where Western and European tourism is concerned. It is our duty to create awareness on how the scenario has changed in Jaffna because sometimes we are still asked if Jaffna is safe to visit!

Q: It seems to be to be the safest place in Sri Lanka now!

A: Yes. Thank you.

Q: Isn’t allure of spirituality that surrounds Jaffna unique, setting it apart from the rest of South Asia which also has Hindu temples and places of worship?

A: Yes. I would also go far as to say that the attraction of Sri Lanka is that the country as an entirety has so much diversity in every sphere – including the spiritual. Each Hindu kovil, each Buddhist temple, each Christian church and Islamic mosque has its own unique vibration and mystique. 

Q: What is your expectation at the India International Travel Mart?

A: We hope to meet many tourism operators in India and from across the world. Our goal is to work with as many Indian travel industry personnel as possible so that Indians from Tamil Nadu and elsewhere can learn about Jaffna, its people and of course the rest of beautiful Sri Lanka. 

Q: I understand the Tourism Bureau of Northern Province has obtained the full support of the Consulate General of India in Jaffna?

A: Yes. It should be mentioned that the Jaffna Tourism Conclave 2025 was held on 18 June at the Jaffna Cultural Centre aimed at boosting regional tourism ties and create networking opportunities for tourism operators in India and Sri Lanka, particularly in the Northern Province which can be described as being neglected thus far where tourism is concerned. The event, organised by the Consulate General of India in Jaffna and the Northern Province Tourism Bureau directly helped and motivated us to represent Jaffna better at this forthcoming India Travel Mart.  

Q: Could you speak of your College of Hospitality Management in Jaffna and how you hope to contribute to northern and Lankan tourism?

A: We focus on many sectors within tourism. For example event management, restaurant and bar management, professional cookery, café management and sustainability in tourism, to mention few categories. At present we are developing the diploma level certification for sustainability in tourism and are speaking with waste management specialists from Europe to learn how they dispose of and/or recycle refuse from the hospitality industry.