Travel / Lifestyle

SLTB strategic plan to boost tourism

by Lalin Fernandopulle

The three-year tourism strategic framework focused on going beyond the conflict situation in the country and positioning Sri Lanka as Asia'a most treasured island and the Asian icon has been finalised, said Sri Lanka Tourist Board (SLTB), Chairman Renton de Alwis on Tuesday.

He said one of the primary objectives of the strategic plan is to ensure a safe and secure destination for tourists and take all precautionary measures to prevent a recurrence of a terrorist attack similar to the Airforce Base attack at Katunayake on Monday.

The terrorist attack at Katunayake did not have a major impact on tourism since the government took speedy measures to restore operations within two hours and get activities at the Airport back to normalcy.

The travel warnings by Germany, Spain, Italy and Australia over the escalation of violence in the country have adversely affected the industry with a sharp drop in tourist arrivals in the recent past.

The stakeholders of the industry have made a vigorous campaign to counter the adverse publicity by the western media which has created a negative opinion among tour operators about the country. Tourists have never been targets of terrorist attacks and they enjoy their stay in the country, he said.

Alwis said tourists are not targets of terror attacks and the government has taken steps to ensure the safety and security of travellers.

Tourists are not swayed by threats from terrorism and war scenarios.Despite worse situations in countries in the Middle East, African and Asian continents tourists travel to those countries. Sri Lanka has been a preferred and sought after destination for many tourists for years and isolated incidents of terror attacks will not have an adverse effect on tourist arrivals, he said.

He said the industry must be positive that all steps will be taken to restore peace and prosperity in the country which would help build the confidence and image of tourism in Sri Lanka".

Deputy Minister for Tourism Faizer Musthapha said the three-year strategic plan will help to counter negative criticism and put the industry on a solid growth path. The Ministry will focus on exploring the potential of the Middle East market which has not been done satisfactorily. Middle East tour operators have expressed willingness to commence tour operations to Sri Lanka, Musthapha said.

Additional Director-General, SLTB, Dilip Mudadeniya said the strategic framework which will commence next year will focus on good marketing intelligence that will help to reach the targets and maximise revenue from potential markets.

"We must ensure convenient, safe and cost effective travel to Sri Lanka from priority markets. In a competitive market the absence of this facility will be a disadvantage to the growth of the industry", he said.

Mudadeniya said creating positive and lasting impressions, knowing the visitors, reaching customers effectively, facilitating convenient visitor access, developing an internationally competitive enterprise, community partnership and protecting the environment and culture are some of the key targets of the strategic plan.

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Air India Express begins daily flights

Air India Express which commenced daily operations to Colombo from Chennai last week will connect Bombay and Delhi in the near future, said Chief Operating Officer Capt. PP Singh.

The company, a fully owned subsidiary of Air India has a fleet of 13 aircraft at present and has plans to increase it to 17 by the end of 2007.

The airline was formed to cater to the price sensitive market who require lower fares. Our low cost model offers all economy class seats and the fares are 25% lower than the legacy airlines. Our fares are competitive and will be the lowest. Higher discounts are given to persons who reserve their seats early.

Singh said that unlike other low cost carriers we also offer a snack box and a soft drink while tea/ coffee and drinking water are offered complimentary.

An important feature of Air India Express is the Internet based reservation system which is very customer friendly. It allows passengers to make their reservation at any time of the day or through a travel agent.

The airline commenced operations with three aircraft in April 2005. Chairman Hayleys Group N.G. Wickremeratne the General Sales Agent for Air India Express said that they are very well established in the domestic travel industry and that they will offer the same expertise and service to Air India Express customers as well.