Business travel

Regaining youth market for Sri Lanka Tourism

Hikkaduwa Beach Fest, a step in the right direction:

Travelling is becoming an integral part of the “new world order of mobility” (James Clifford 1997).

The world as a whole is becoming more restless and mobile in contrast to the relatively rigid patterns of modernity (Global Nomad 2008).

One of the significant developments of this new world order is the increased travel pattern of the youth market which Sri Lanka is losing at a significant rate.

There is a drop in arrivals from the age group 20-30 from all markets from 2003-2006.

There is a drop of 30% in 2006 (compared to 2003), a loss of 45,000 pax or 450,000 million room nights which in turn, translates into a loss of US$ 36,000,000. At this point of time, the youth market is an important segment for the destination for various reasons. They are intrepid travellers who are least deterred by problems such as security, natural disaster and epidemics.

Therefore, Sri Lanka Tourism has launched a strategy to regain the lost market share with the assistance of all stakeholders.

Successful venture

The drop of 45,000 pax is equivalent to 0.005% of the global market share. Focused attention and the right strategy supported by all stakeholders will enable Sri Lanka Tourism to gain this number in a short period of time.

Sri Lanka Tourism made its first steps to arrest this situation with the Hikkaduwa Beach Fest which proved to be a successful venture in this direction.

The Hikkaduwa Beach Fest, initiated by Sri Lanka Tourism saw its debut on July 30, enlivening the resort city with its dazzling splendour.

It was organised to pay tribute to all things this quaint and mysterious town had to offer.

The carnival hosted a multitude of events including drum festivals, jazz festivals, beach raves and kite festivals leading to five spectacular days and nights of fun and entertainment, revealing large numbers of entertainment-hungry youth from all parts of the Island. The event concluded successfully.

Sri Lanka Tourism aims at continuing this event annually to attract youth travellers the world over to join in the entertainment. Whether it is luxurious and secluded, vivacious and untamed, or somewhere in the middle; a niche to suit every traveller is here.

Academic interest

Academic interest in the youth market has grown in recent years, particularly as their economic, social and cultural significance for a range of destinations has become recognised (Greg Richards/Julie Wilson 2004).

The growing demand for youth travel has resulted in change in the infrastructure to meet the needs of this market.

It is appropriate to pay attention to some of the findings in the research publications on backpacker travellers.

As international companies such as Accor begin moving into the youth market the global nomad is also being incorporated into the “Macdonaldised system of concentrated tourism”.

The youth market is driven into four corners of the globe by exploring “hunger” (de Couter 1995) which also focuses them into becoming nomadic.

They differ from conventional tourism and call themselves “traveller” as opposed to “tourist”.

“The Young Independent Traveller 2007” published by the World Youth Student and Educational Travel Confederation (WYSE) identifies the motivations and unique travel characteristics of millions of strong global movement of young travellers.

The report provides a detailed analysis, motivations, activities, booking patterns and spending habits of youth travellers.

According to the research findings travel is an increasingly important aspiration for young people around the world. Young people continue to associate themselves as a ‘traveller’, rather than a ‘tourist’ and they are exploring further, spending more to fulfill their desire to learn and discover the world around them.

According to the WYSE report, global movements of youth travellers generate over USD 109 billion annually in addition to the social value.

The social value of youth travel is becoming better understood by governments, industries, and social sector organisations around the world.

Today’s young traveller shows that international travel experiences are an essential part of young people’s personal and educational development and feeds their curiosity of other cultures and contributes to the ‘openness’ that underpins international understanding.

Colombo Plan delegation visits Siddhalepa

Participants from the Colombo Plan member countries following the training course on Entrepreneurship Development using the Blue Ocean strategy jointly organised by the Colombo Plan Secretariat and Colombo Plan Staff College for Technical Education in Manila, Philippines visited Siddhalepa as a part of their course. Siddhalepa has been selected as one of the best examples for Entrepreneurship Development.

Managing Director, Hettigoda Group Asoka Hettigoda made a presentation on ‘Entrepreneurship Development from a practitioner’s perspective at the invitation of the secretary General, Colombo Plan Secretariat Ms. Patricia Yoon-Moi Chia.