High service standards a challenge to tourism

by Lalin FERNANDOPULLE

Tourism in Asia is growing rapidly and Sri Lanka is in the forefront with a large influx of tourists each month, said Project Director, Ceylon Chamber of Commerce Solutions (Pvt) Ltd., and Past President of the Hotels Association of Sri Lanka, Srilal Miththapala.

He said the yields are increasing with annual earnings from tourism showing over 60 percent growth last year compared to 2009. Tourism revenue jumped 64.8 percent year-on-year to record US $ 575.9 million last year.

Miththapala said the move to impose minimum rates for hotel rooms will help set the platform for a new rate structure but noted that there should be no subsequent interventions. Market forces should determine increases and adjustments."Hotel room rates were depressed due to the conflict for several years. Our hotels have been under sold.

There should be an overall price correction and rationalisation of room rates", he said.

The inadequacy in the number hotel rooms has been a hurdle to lure tourists. Tourist arrivals recorded a substantial growth in the first few months of this year compared to last year. Arrivals rose 14.8 percent to 65,797 in February compared to a year earlier.

With the increase in room rates tourism stakeholders have focused on the need to provide a quality service to match expectations of visitors.

Miththapala said there would be a huge challenge to offer high service standards that would satisfy visitors' expectations.

While it is vital to refurbish and upgrade the infrastructure, human resource development should take precedence.

The lack of skilled staff to meet the needs of the influx in tourist arrivals is a concern that needs to be addressed urgently.

Hotels need to be geared with an adequate number of rooms and trained personnel to achieve the arrival target of 2.5 million visitors by 2016.

Miththapala said while the industry rushed to develop and build resorts and hotel rooms it is essential that it does not kill the goose that lays the golden egg. Environmental sustainability is important in planning and developing tourism infrastructure.

"Strict legislation and guidelines should mandate certain practices while simultaneously rewarding and incentivising good sustainable project activities", he said.