Revamped Tourist Board to lure more tourists

by Anushka Nanayakkara and Sajitha Prematunge

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The functions of Sri Lanka Tourist Board was restructured recently aiming to attract more tourists to the country. The Board's operations were divided into four main bureau, promotional, conventional, authority and hotel management. Each sector will cater in different but significant ways to develop the image of Sri Lanka, not just as a holiday destination but also a destination for business destination.

The Managing Director of Sri Lanka Tourism Dileep Mudadeniya was recently interviewed by Sunday Observer to give an overview on the Indian and UK market, upcoming projects, developments and the new mechanisms.

Q: How many Indian and UK tourist arrivals are expected during the month of February?

A: According to the monthly statistical bulletin of Sri Lanka Tourism Development Authority we expect 16.6% of Indian arrivals, the same percentage as last year, showing a figure of around 24,000. The British arrivals show a 3% rate of increase going by the figure, 16,611.

Q: Why are the Indians interested in visiting Sri Lanka?

A: There are three main dimensions value for money, proximity, and connectivity. The fourth factor is hassle-free travel. Convenience in obtaining visas for leisure or business purposes, is a very contributory factor for the development of a particular destination. In terms of value for money, it costs less for an Indian to fly to Sri Lanka than to travel from one state to another in India.

Q: Are Indian and UK tourists arrivals more business or leisure oriented?

A: In the case of Indians it is leisure but we do have a market as a business destination as well. UK arrivals are more on the leisure side but a new type is on the rise, visiting friends and relatives.

Q: What are the major sites being promoted distinctively for the two markets?

A: Most recent one is the promotion of the mythological story 'Ramayana' which was launched in India. In the case of the British, their numbers increase during international cricket matches and they seem to prefer beaches, the 'Little England' Nuwara Eliya and the Cultural Triangle.

Q: Which is the most sought after tourist destination in Sri Lanka?

A: There are two components in this aspect. 'Seeing' the country's wildlife and the culture, and the 'being' is experiencing, ayurveda, sun, sand and the sea. A tourist who looks for a holiday destination, prefer either the 'seeing' or 'being', part and their destination solely depends on their preference.

Q: The Free Trade Agreement (FTA) has been a major factor in boosting arrivals from India, what are the salient feet was in the agreement which gives a positive exposure for our tourism industry?

A: FTA has helped us in a big way to promote Sri Lanka as a business destination.

Q: Compared to the 2006 year end, is there any other significant increases in the overall arrival percentage?

A: Last year, in December we had an exceptional growth and the year end statistics show an overall arrival of five hundred thousand. Likewise we are expecting to reach the same or more.

Q: Tourism is supposed to be the fourth largest exchange earner for Sri Lanka. What is the target for this year?

A: Unlike other industries it is difficult to assess the value of the entire contribution made by the tourism industry towards the economy now itself, but it will definitely remain in the fourth place. One of the fascinating aspects of tourism is its ability to provide unskilled, semi skilled and skilled staff to the industry. This in itself is an achievement of the industry and in the government's perspective, creating jobs opportunities is of huge economical advantage to a country.

Q: What kind of support is being given by the travel trade, and has SriLankan Airlines retained its position as the national carrier?

A: SriLankan Airlines is playing a very supportive and professional role in developing destination promotions. For example, SL airlines fly to 100 destinations in India alone and they play a vital role in promoting Sri Lanka. At the same time encouragement from other airlines too are commendable.

Q: Any new delegation visiting Sri Lanka in the month of February?

A: We are planning to get down international journalists and celebrity marketing will begin later.

Q: Any project initiated to promote tourism?

A: We are launching a million-postcard project. We have also planned to collect comments of tourists regarding their experiences in Sri Lanka, at the BIA departure lounge. Moreover we have plunged into international advertising and PR campaigns and also special programmes for journalists and travel agents.

Q: What are the promotional plans for the next three months?

A: Our approach is very simple. We all deal with the image of our country. It has five factors riding on each other: tourism, exports, sports, public diplomacy, and the people - including the diaspora, which we refer to as 'Nation branding'.

Q: What is being done to direct tourists to archaeological sites?

A: The Tourist Board is currently working with the Central Cultural Fund, accordingly, we share value added exchanges. The Board is functioning as their promotional arm. We promote all archaeological sites, specially the Seven World heritage sites. We promote such sites by activities such as printing brochures and posters and we have special programmes for journalists, exclusive TV programmes and many other activities that are currently under way.

Q: What is being done to ensure the sustainable development of sensitive tourist destinations?

A: New policy formulated for Sri Lanka tourism will ensure its sustainability. Adventure quality, natural as well as cultural values must be preserved. Moreover sustaining the undiscovered element of certain site is in the best interest of the tourism industry, which is exactly what we plan to do.

Q: Compared to some Asian countries, like the Maldives, the Sri Lankan hotel rates supposed to be are very low, in spite of the variety Sri Lanka has on offer, why disparity?

A: Different places have different rates. There is a huge demand for countries like Maldives. Before the tsunami our room rates were also on the way up. 55% of the existing rooms are in the coastal areas. What matters most is improving the destinations.