For a real change in tourist industry:

Tourism promotion should target greater variety

By Amal Hewavissenti

The tourist industry is assuredly an economic boon for us. By initiating tourist industry, the country holds clearly defined expectations solely to upgrade economy and global fame. The country expects to attract more and more tourists and achieve renown as a highly appealing tourist centre in the world.

Promotion of adventure tourism will attract more visitors

At the same time, Sri Lanka gives primacy to the development of more employment opportunities related to the tourist industry. The Tourist Board is responsible for promoting tourist industry and reshaping tourist activities.

Tourism became a well established industry in Sri Lanka in 1960s but tourism was partially in operation before that. The policy makers, with the expectation of boosting up tourist attraction, divided the country into five tourist zones. They were Colombo, central hills, historic cities, Southern coastal plain and Eastern Coastal plain.

In the process of developing tourism, improving places of interest and mounting up tourist appeal of such places have become a top priority. This guarantees more facilities for the tourists. And it calls for extensive remodelling of the industry. Why do we need a real change in tourist industry? Sri Lanka is currently heading for massive development projects after the bitter episodes of terrorism and war. The government has focussed more attention to developing the tourist industry as a major contributor to the country's overall development. But how practicable is it to open up new horizons in tourism and bring out desired effects in it in order to make Sri Lanka one of the most appealing countries for tourists?

Something new

It is almost fair to say that a tourist must be introduced to something new - something that goes beyond the conventional. We know that the modern tourist is well in touch with modern world and latest technology and what he is able to do is much more than what has been ever done by a tourist.

So far the tourist to Sri Lanka has enjoyed only the conventional channels of beauty and has been confined to traditional activities that hardly provide zeal, energy and above all, pleasure for a visitor from another country.

It is pretty obvious that the modern tourist is more attracted to adventure activities. While enjoying breathtakingly beautiful nature they show a tendency to become involved in exciting adventures and take part in certain activities unique to Sri Lanka.

Our tourist brochures typically display colourful photographs depicting Sri Lana's natural beauty and places of cultural value.

At the same time, such brochures should contain photographs that underline different types of activities that could easily be enjoyed in Sri Lanka. In short, the tourist brochures should highlight what could be seen in Sri Lanka and most important, what could be done in Sri Lanka.

The photographs meant for foreign tourists should demonstrate specific places in Sri Lanka where they can freely engage in exciting activities such as diving, boating, hiking and climbing up cliffs by means of ropes. They definitely are fascinated by exciting activities and adventure in a country like Sri Lanka.

Most tourists, strongly enough, are highly attracted to strenuous activities under most difficult circumstances. For instance, a tourist may show an exclusive penchant for strenuous hiking on cliff pathways, climbing up a precipice by means of a rope or crossing a river by hanging on a rope.

The southern coast and the eastern coast (Nilaweli beach for example) are ideal places which can be attractively modified to appeal to the tourist. The brochures should contain photographs showing diving in Nilaweli beach or Hikkaduwa beach.

On the other hand boating and swimming in inland lakes and rivers are interesting activities that surely fascinate almost all the foreign tourists. Brochures issued to the foreign tourists should contain visuals of diving in Southern and Eastern sea and mountain hiking in Non Parel Estate (Leading to the Horton Plains and the famous World's End.)

The vast stretches of sand on Southern coast and Eastern coast can be creatively exploited to make ideal grounds where tourists are involved various beach sports and water sports. These activities are certain to provide them with unforgettable experience in Sri Lanka.

Fascinating vista

A boat service on the sea around Galle Face may give a tourist an endless fascinating vista of the city of Colombo from a different angle. Furthermore, the youth of Arugam Bay could be made supportive to special tourist sports programs on the beach. The youth have accumulated vast experience with the sea and tourists for a long time. They could help tourists with activities and pleasure cruises on the Arugam Bay Sea. This is only one example.

Most important factor in improving tourist industry is clear understanding of the cultural and social background of the tourist. Lack of proper facilities and a good recognition to them disappoint them and prevent further visits to the country. Tourist hotels, guest houses and star hotels should be equipped with a supportive and friendly staff.

Often tourists may be disappointed with the drivers and tourist guides who may be ignorant of roads, places of natural beauty, and places of historical interest. A guide must be knowledgeable about the country's history, and culture. Tourist guides should be provided with an adequate training and registered formally for tourist industry.

Above all, they must be made aware of the gravity and responsibilities of their profession (guide) because the rise or fall of the industry depends on them.