Sound marketing strategies could boost tourism industry

by Lalin FERNANDOPULLE

Tourism is one of the first industries to bounce back from the global economic shock and generate more foreign exchange for the country. Infrastructure development and sound marketing strategies will help recover the losses the industry faced due to the war and lately the global financial crisis said Director P. Withana, Pegasus Reef Hotel, Wattala.

The industry has now got the best opportunity to develop which depends a lot on aggressive market to woo more tourists from traditional and non-traditional markets", Withana said.

Since the end of the war there has not been adequate marketing and infrastructure development to boost tourism. The North and the East have much to contribute to tourism with some of the finest beaches, locations for whale watching, wind surfing and adventure tourism.

The target should be to go beyond the one million mark in tourist arrivals as Thailand, Malaysia, Singapore and Maldives which have made great progress in tourism.

The unique attractions, culture and bio diversity and hospitality of its people have made Sri Lanka always a preferred destination, he said.

The industry has to be geared to accommodate a large number of visitors who anticipate an early recovery from the global recession. The number of hotel rooms has to be increased to around 30,000. Currently the number of rooms is around 14,000.

Withana said the tourism industry is private sector driven and it should be given a free hand to operate. The removal of the tourism tagline 'Small Miracle' was a waste of funds which could have been put to good use.

Since 2005 year-on year hotel occupancy rate at Pegasus has increased by 20 per cent. The hotel was badly hit by the Tsunami and immediately underwent refurbishment with an investment of Rs. 280 million. "Plans are ahead to set up a Sea Food restaurant and provide more facilities to the banquet hall and rooms shortly." he said.