Comment: More aggressive marketing campaign vital for tourism

The new Minister of Tourism as his predecessors, may come up with many new ideas, plans and proposals to revive the tourism sector, and it would be a daunting task for him as there is no national plan or policy for tourism development.

He has already given new vigour to the industry, the fifth largest revenue earner in the country, by appointing a tourism professional and former Chairman Renton De Alwis to head the Sri Lanka Tourist Board (SLTB). The directors are former JKH Deputy Chairman Jagath Fernando, Bodyline Group CEO Dian Gomes, Travel Agents Association Chairman Nihal Perera and Mervyn Fernandopulle.

Prema Cooray has been appointed as the Chairman of Sri Lanka Conventions Bureau. Whatever the rationale behind the appointments, the new Minister Milinda Moragoda has to do more to convince the industry to show that constructive steps are being taken to boost the industry, which is in crisis today due to many reasons.

Every minister who is appointed has plans and appoints new officials to head the organisations under his purview. However, past experience in the industry has shown that if the individual tries to develop the industry he will be removed from his post or else if he is fortunate he can complete the term of office.

Ultimately the industry and the country suffers as we are still making a vigourous effort to attract one million tourists to the country.

Therefore the task ahead of the new minister and the new SLTB officials is challenging. On the other hand, promoting Sri Lanka's tourism is far beyond mere marketing.

When preparing a marketing strategy to promote the country, all aspects relating to the industry as well as the interrelated issues should be considered.

There are macro reasons combined with local politics, bureaucratic inefficiency in the whole government sector and lack of cooperation among the relevant government agencies.

Security risks are the main impediments to the industry. We can argue that the risk exists the world over, be it Bali, London, Egypt or India and comparatively Sri Lanka is safe.

Nevertheless that voice must be stronger than all the news on the war. This needs a strong and well-planned promotion campaign, which uses all the sophisticated media technology available today. The campaign should be planned based on an indepth study of the issue.

During the past few years the SLTB carried out campaigns in UK, France and Germany. However, the results were not published.

A few days ago when a couple who arrived from UK was asked how they consider the risk of visiting Sri Lanka, their reply was they don't worry about it because the travel agents do not arrange trips to risky destinations. They highly recommend Sri Lanka as a safe tourist destination.

Those tourists who experience the ground reality and leave satisfied are the best ambassadors we can use in our promotions. Their views are more convincing than all the creative advertising clips. In a fruitful campaign we have to consider all these aspects.

The Avian flu, high oil prices and terrorism are worldwide phenomena which cannot be avoided and therefore people have come to terms that they have to live with this phenomena and get about their day to day living. Therefore the hostilities will not be a perennial issue the Sri Lankan tourism industry faces.

The other problem is whether we really exploit our full potential for tourism. The interrelationship among the relevant government agencies is conspicuously absent. The Forest Department, Wildlife Department and Archaeological Department have a greater role in facilitating the tourism industry. All these departments depend on treasury funds and are in a crisis when it comes to conservation due to lack of funds.

Sri Lanka tops the list of nations that care the least about its historical sites, an English daily reported last week quoting the Director General of the Archaeological Department.

This does not come as a surprise to local readers but a summarised report of thousands of similar news reports daily we have on the destruction of valuable archaeological sites by treasure hunters. In the Forest and Wildlife Departments too the situation is no different.

Each month several elephants are being killed. On the other hand resort hotels are making a concerted effort to protect at least the limited forest cover, animals and birds in the vicinity of their hotels together with the community, because it is the base of their business.

The pressing need is to convert these government agencies as facilitators or active partners of the tourism industry and provide all the resources.

They have a greater responsibility and business potential beyond maintaining the few national parks.

Today all these treasures and forests are sold for timber, wildlife for its flesh and archaeological monuments to treasure hunters.

The country should protect and market them for the whole world to enjoy.