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2. Tourism to Sri Lanka is flourishing
New Delhi , Fri, 20 Jul 2012 NI Wire
inShare0
The end of internal conflict in Sri Lanka has imparted an impetus to tourism in
this island country. According to data available, in the first half of this year
452,867 visitors including 85,000 from India have visited this country situated
south of India.
This tourist influx is all time high and an 18.7 percent increase over the same
period last year, says a Xinhua report.
According to the reports of the Sri Lanka Tourism Development Authority said
the highest number of tourists -- 172,602 -- in the first six months arrived from
Western Europe.
British topped the list of tourists with 47,975, while Germany finished second
with 32,081.
In the terms of parentage highest growth was reported from Spain despite low
numbers.
The percentage of tourist arrivals from Spain grew by an impressive 89.2
percent from 2,058 in 2011 to 3,894 this year.
116,717 arrivals reported from South Asia.
With 85,426 arrivals in the first half of the year India remained on top in terms of regional travelers.
Maldives also registered a 6.7 percent growth with 20,602 tourists, a monthly bulletin issued by tourism authority
says.
Tourists from East Asia grew 36.7 percent from 41,340 in 2011 to 56,497.
The tourist influx from Japan increased by 29.4 percent to 10,203, while China registered 9,622 arrivals posting a
11.7 percent increase from 8,613 in 2011.
To further increase the tourist arrivals the government of Sri Lanka has set an ambitious target of one million arrivals
in year 2012, and expects it to reach 2.5 million by 2016. Around $2 billion in earnings are also expected from the
tourism industry this year by Sri Lanka government.

3. --with inputs from IANS
Friday, July 20, 2012 10:05:39 AM (IST)
Tourism to Sri Lanka is Booming
Colombo, Jul 20 (IANS): Sri Lanka's post-war tourism is booming. In the first half of this year, a total
of 452,867 people including 85,000 from India, visited the island nation, government data shows.
This is an all-time high and an 18.7 percent growth over the same period last year, Xinhua reported.
The Sri Lanka Tourism Development Authority said the highest number of tourists -- 172,602 -- in the
first six months arrived from western Europe.
Britain clocked the highest number of tourists at 47,975, followed by Germany with 32,081.
Despite not having high numbers, the largest growth percentage-wise came from Spain. The percentage
of Spanish tourists grew by an impressive 89.2 percent from 2,058 in 2011 to 3,894 this year.
South Asia also remained a strong market with 116,717 arrivals.
India continued to lead the number of regional travellers with 85,426 arrivals in the first half of the year.
Maldives also showed a 6.7 percent growth with 20,602 tourists, the tourism authority said in its
monthly bulletin.
Tourists from East Asia grew 36.7 percent from 41,340 in 2011 to 56,497.
The number of arrivals from Japan increased by 29.4 percent to 10,203, while China reached 9,622
arrivals posting a 11.7 percent increase from 8,613 in 2011.
The Sri Lankan government has set an ambitious target of one million arrivals for 2012, and expects it to
rise to 2.5 million by 2016. Around $2 billion in earnings are also expected from the tourism industry this
year.
Saturday, July 21, 2012, 20:00 Hrs [IST]
Sri Lanka records 18.7% growth in visitations during Jan-
June, 2012
By TBM Staff | Mumbai
In the first half of this year, a total of 452,867 people including 85,426 from India, visited Sri Lanka, according to
government data. This is an all-time high and an 18.7 per cent growth over the same period last year, as per a
Xinhua report. The Sri Lanka Tourism Development Authority said the highest number of tourists - 172,602 in the
first six months arrived from Western Europe. Britain clocked the highest number of tourists at 47,975, followed
by Germany with 32,081.

4. The percentage of Spanish tourists grew by an 89.2 per cent from 2,058 in 2011 to 3,894 this year. South Asia
also remained a strong market with 116,717 arrivals. India continued to lead the number of regional travellers
with 85,426 arrivals in the first half of the year. Maldives also showed a 6.7 per cent growth with 20,602 tourists,
the tourism authority said in its monthly bulletin.
Tourists from East Asia grew 36.7 per cent from 41,340 in 2011 to 56,497. The number of arrivals from Japan
increased by 29.4 per cent to 10,203, while China reached 9,622 arrivals posting a 11.7 per cent increase from
8,613 in 2011.
The Sri Lankan government has set a target of one million arrivals for 2012, and expects it to rise to 2.5 million
by 2016. Around USD two billion in earnings are also expected from the tourism industry this year.

5. Japanese and Indian Tourists Spend More than Other Asian Tourists
in Georgia
Written by Nana Mghebrishvili, The FINANCIAL
23/07/2012 02:01 (02:37 minutes ago)
The FINANCIAL -- The number of Asian tourists in Georgia is growing rapidly. 47,923 visitors
from East Asia and Pacific crossed over Georgia’s border in the first six months of 2012, which
is 69 percent more than the 28,334 visitors who visited Georgia in the same period of 2011,
according to
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6. The FINANCIAL -- The number of Asian tourists in Georgia is growing rapidly. 47,923 visitors
from East Asia and Pacific crossed over Georgia’s border in the first six months of 2012, which
is 69 percent more than the 28,334 visitors who visited Georgia in the same period of 2011,
according to the Georgian National Tourism Agency (GNTA).
The number of visitors from South Asia experienced growth of 84 percent in this period. 36,771
travelled to Georgia compared to the 20,010 visitors in 2011.
“The Asian segment is very important for Georgia and their number is growing gradually thanks
to the activities of GNTA as well as the private sector including tourism agencies,” BekaJakeli,
Deputy Chairman of GNTA, told The FINANCIAL. “This is important for two reasons. The
segment is very big and has the potential for huge growth. At the same time, they tend to spend a
great deal of money. Japanese and Indian tourists in particular spend more money. Their overall
number isn’t high enough yet, however the money they spend is significant.”
The aim of their travel is different, it includes leisure, business and cultural tours. Iran is the
leader from South Asia in terms of sheer number of tourists. Their number increased by 92
percent in the six months of 2012 compared to the same six months of 2011. Indians also tend to
travel a lot in Georgia. Visitors from other Southern Asian countries including Pakistan, Sri
Lanka and Nepal are mainly only business travellers, which don’t change the tourist climate in
Georgia.
“Iranian tourists tend to travel during Bayram and their number is greatly increasing,” Jakeli
explained. This is for the reason of effective advertisements in this country implemented by both
GNTA and tourism agencies. Iranians like Georgia as there is a relatively free environment here
and they are not limited. Iranians feel uncomfortable in many countries because of their religion
and traditions, however that is not the case in Georgia. The majority of them travel to Adjara.”
“Indian tourists also do a lot of travelling in Georgia. This has been significantly supported by
the entrance of Qatar Airlines in Georgia. Whereas they used to use Turkish Airlines they now

7. prefer Qatar as it has several connecting flights to different cities in India from Doha. We
welcome this fact as Indians are tourists that tend to spend large amounts.”
China and Japan are leaders from the East Asia and Pacific region. The number of Japanese
travellers in the country isn’t high, but they spend significant amounts of money and therefore
make up a more important segment than the tourists of certain other countries, who travel a lot
yet take very economical trips.
Tbilisi now has direct flights to Urumqi, China. The Chinese Government officially recommends
Georgia as one of the best destinations for its tourists. This is very important as Chinese people
pay a lot attention to such official recommendations. If a country does not have such
recommendation, then the Chinese tend to almost never travel there.
“In general eastern tourists, unlike western ones who are more interested in adventure tours, tend
to prefer cultural tours,” Jakeli stated.
“The majority of Chinese tourists are business visitors, but some of them are interested in
cultural tourism as well. Japanese tourists take cultural tours combined with educational ones.
All tourists like Adjara, but out of all Asian countries it is mainly the Iranians that come for
Georgia’s sea resorts.”
Korea is a very important, rapidly-growing market in the world, including for Georgia.
As the number of Asian tourists grows in Georgia, demand for guides of eastern languages grows
as well. The number of guides is not small but still not high enough. Jakeli considers the
situation to be acceptable but recommends there being more guides of Chinese, Japanese and
Indian languages.
“We mainly have specialists of eastern languages who start working as guides. This isn’t bad but
it would be much better if we had more professional guides. Demand is growing and their
number must therefore grow as well.”

8. Free University and Tbilisi State University (TSU) have courses of eastern languages, but
demand for these courses is not high enough. The tuition fee at TSU for these courses is GEL
2,250. Some of the course graduates actually go on to work as guides and earn a significant
salary.
Irina Shamanauri has a Bachelor’s degree in philology of the Japanese language. She works as a
guide.
“When I started studying this course, everyone laughed at me, but now I have the best salary of
all my friends,” Shamanauri claims. “There are not that many Japanese tourists here but at the
same time, the number of guides is not many either which means that my salary is more than
enough. Japanese tourists are mainly interested in cultural tours across the breadth of Georgia
including Mtskheta, Kakheti, Kazbegi, Svaneti and Adjara.”
Georgia currently has direct flights to Dubai/UEA (three times a week), Tehran/Iran (twice a
week), Urumqi/China (three times a week), Doha/Qatar (every day). The price per person for a
round trip is EUR 260 to Dubai, EUR 315 to Iran, EUR 485 to Urumqi and EUR 378 to Doha,
according to Business Travel Com.
Tbilisi has transit flights to other Asian cities including Colombo/Sri Lanka (every day),
Tokyo/Japan (every day), Beijing/China (five times a week), Delhi/India (every day),
Kathmandu/Nepal (four times a week) and Seoul/Korea (every day). The price per person for a
round trip to Colombo, Sri Lanka is EUR 494, which is a newly popular destination. Other prices
are: Tokyo - EUR 1,145, Beijing - EUR 688, Delhi - EUR 622, Kathmandu - EUR 534, and
Seoul - EUR 980

9. Sri Lanka inaugurates construction of 43-story Hyatt Regency hotel in
capital Colombo
Thu, Jul 19, 2012, 09:38 pm SL Time, ColomboPage News Desk, Sri Lanka.
July 19, Colombo: Construction of a Hyatt Regency Hotel in Sri Lankan
capital of Colombo commenced today with the participation of Minister of
Economic Development Basil Rajapaksa in the foundation stone laying
ceremony.
The project launched today will develop a 43-story five-star luxury hotel complex which
will be managed by the Hyatt International under the Hyatt Regency brand.

10. Once completed, the proposed hotel, Hyatt Regency Colombo will have modern facilities
with large banqueting and meeting spaces, food and beverage outlets, fitness center,
entertainment and adequate parking for the visitors, the Economic Development
Ministry says.
The project is developed by Sinolanka Hotels & Spa (Pvt) Ltd with the required capital
from a consortium of investors consisting private and state entities including the Sri
Lanka Insurance Corporation Ltd.
In an effort to meet the growing demand for accommodation of tourists to the country
following the end of the civil conflict three years ago, the government has revived the
Hyatt Regency Colombo hotel project which was originally proposed in 2003. The land
was originally leased to the previous developer in 2003 for scheduled completion of the
project in 2008 but the project has remained abandoned over the past 3 years.
The government has taken over the project under the Revival of Underperforming
Enterprises & Underutilized Assets Act, enacted in November 2011.
In March 2012, the Cabinet of Ministers approved a proposal to re-develop the property
as a fully-fledged multi-faceted hotel complex to support the government initiative in
tourism infrastructure development and to meet the demand from the growing tourists
to the country.
The hotel will feature approximately 565 rooms with 475 guest rooms. The guest rooms
will include 54 suites, 265 King rooms, 150 Twin rooms and 6 rooms for the disabled.
An infinity pool with a pool deck with seating for 76 will be constructed on the 11th
floor.

11. The new developer has engaged well-known industry professionals to design and build
the complex including the award winning interior designer, BilkeyLlinas Designs of Hong
Kong, restaurant designer, Super Potato from Japan, design architect, Design
Consortium Ltd and MAGA Engineering (Pvt) Ltd as the main contractor.
Secretary, Ministry of Defence and Urban Development Gotabhaya Rajapaksa, MP
Namal Rajapaksa, Additional Secretary to the President and Chief of Staff and the
Chairman of the Sino Lanka GaminiSenarath, Secretary, Ministry of Finance & Planning
Dr. P B Jayasundara, and Board of Investment Chairman Mr. M.M.C. Ferdinando also
participated in the occasion.
(Photos by NalinHewapathirana)

12. How tourism yield can be suitably incorporated into the
sustainability paradigm
Published : 12:05 am June 27, 2012 | 2 comments | | E-mail to friend
By Shelton Dharmaratne
Changing global trends will continually pose challenges to economic theory and policy and the ways in
which we analyse tourism activity. Sri Lanka Tourism‟s public policies are trapped in a dynamic, ongoing
process and it has become increasingly evident that the Government is struggling to comprehend the
tourism industry, its impact and future and how they should get intervene.
The Sri Lankan Government has a set a target of attracting 2.5 million high spending tourists by the year
2016 and to increase foreign exchange earnings from $500 million in 2010 to $2.75 billion by 2016. The
required number of visitor rooms is to be increased to 45,000 by 2016.
Buying into the tourism phenomena
The tourism industry is diverse, fragmented and dynamic and it must be studied at a number of levels and
from many perspectives. Tourism problems
are complex and interrelated
and they suggest a myriad crises such as overcrowding of tourist attractions, overuse and destruction of
natural resources, resident – host conflicts, loss of cultural heritage, increased crime and prostitution,
inflation and escalating land costs and a host of other political, socio-cultural, economic and
environmental problems that may be brought about or exacerbated by tourism development.
The general issues central to any discussion of the positive and negative impacts of tourism must include

13. notions of carrying capacity and of how impacts can be assessed. Carrying capacity is a relatively
straightforward concept. In simple terms, it refers to a point beyond which further levels of visitation or
development would lead to an unacceptable deterioration in the physical environment and of the visitor‟s
experience.
And these risks are truly urgent, penetrating and potentially irreversible: risks to environmental
sustainability, risks to greater economic stability, risks to local culture and risks to social value systems.
Simply put, in buying into the tourism phenomena, a destination can face the risk of selling its soul which
is why it is fundamentally believed that to enable the tourism sector to truly work for the destination, a
clear, visionary and focused leadership by the Government is vital
The need for intervention by specialists
Economists are concerned with tourism‟s contributions to the economy, the economic development of a
destination area, focus on supply and demand, foreign exchange and balance of payments, employment
and other monetary factors.
Whether or not tourism creates greater net benefits to society than other forms of development depends
primarily on the nature of the country‟s economy and what alternative forms of development are
practicable. A more balanced view of the economic effects of tourism demands a deeper understanding
of the human issues surrounding the impacts of tourism.
This requires joint work by economists, sociologists, political scientists and other specialists in the various
humanities. At present, this work is being carried out almost entirely by economists who are not always in
the best position to identify all of the phenomena requiring quantification or the appropriate weightings to
apply to each.
Sri Lanka Tourism’s role
Over the last 30 years, both the planning and marketing of tourism have been primarily orientated toward
the needs to attract large numbers of tourists and hence, ensure enough financial return on their
investments. The primary concerns have been how many tourists will come and how can we attract
more?
The political structure and fragmented nature of the industry suggest the political systems dedicated to
equitable development and resource use are unlikely to be forthcoming. If the adverse effects of tourism
are to be prevented or remedied, it is crucial that politicians and planners become less preoccupied.
Sri Lanka Tourism must aspire to achieve acceptable tourism volume and to chart national policy
framework in line with available resources and circumstances. High expenditure and low volume is the
perfect formula that Sri Lanka Tourism must hold close. Think big and go big is simply a political wish and
is the plan of the bureaucracy sans fundamental policy framework.
There is need for much debate and argument over tourism policymaking and a study of Sri Lanka

14. Tourism‟s policies. Debate needs to be encouraged to reflect values and interests and therefore enhance
our awareness of the political process which surround tourism.
In short, Sri Lanka Tourism has an urgent need for public policy studies – the focal point of Government
activity, in order to comprehend the causes and consequences of policies decisions and actions, which
should be of interest to economists, sociologists and environmentalists as well as hospitality industry
professionals.
Key questions
Obviously, key questions to be considered include: what is the optimum number of tourists that the area
can support in terms of its physical, environmental and social carrying capacity? How can these tourists
contribute to the enhancement of the life styles of the residents? What works in tourism promotion? More
specifically, given the limited resources in tough economic times, how are tax rupees best spent to
promote tourism? Is tourism even a worthwhile expenditure for Government funds? How much does
tourism actually benefit state and local economies? These are just a few questions facing elected policy
makers and local tourism promotion agencies.
Planning for the resultant impact of tourism necessitates a careful definition of the respective
responsibilities of the public and private sectors and communities. Tourism creates both positive and
negative effects in the destination country or region. Thoughtful policy making and planning can do much
to minimise or even remove the negative effects.
Tourism can be a very positive means of increasing the economic, social, cultural and environmental life
of a country. The major issue now is if politicians, planners and developers and citizens rise to the
challenge and create a truly responsible, and thus acceptable, tourism industry; one which brings long-
term benefits to residents and tourists alike without compromising the physical and cultural environment
of the destination region.
In the future, planners, developers and communities must take a more proactive role in controlling the
nature of such development in terms of stricter building and design regulations, controlled access to
vulnerable sites and attractions and strict transport regulations especially in core areas.
In order for all forms of tourism to become more sustainable, the systematic application of sustainability
objectives and criteria to new and existing infrastructures and services must be encouraged. This also
includes improved governance and rethinking the existing infrastructure at destinations.
Competitive and sustainable destinations
Destination is the most important element of the tourism system as well as motivating visitation, delivering
visitor experiences and contributing to enduring memories of the tourism experience. However the
increased growth of demand for tourism, coupled to the changing nature of the tourism consumer, means
that destinations are under pressure to be both competitive and sustainable.

15. Marketing and branding destinations in international markets present many ongoing challenges. Which
markets and segments should be targeted and how should a destination be branded and positioned for
these different markets and segments? What global brand elements should be portrayed and how should
they be portrayed?
The destination is not a single product like an airline seat or a hotel bed. It is a composite product, made
up of hundreds and even thousands of individual products. Destinations are combinations of tourism
products, offering an integrated experience to consumers. Destinations are amalgams of individually
produced tourism amenities and services (accommodation, transportation, catering, entertainment etc)
and a wide range of public goods (such as landscape, scenery, sea, lakes, socio-cultural surroundings,
atmosphere etc).
All these elements are branded together under the name of the destination. Traditionally, destinations are
regarded as well-defined geographical areas. However, it is increasingly recognised that a destination
can also a perceptual concept, which can be interpreted subjectively by consumers depending on their
travel itinerary, cultural background, purpose of visit, educational level and past experience.
Understanding the core product as well as the facilitating, supportive and augmented products for each
target market is of paramount importance for destination marketing. The augmented environment will
include intangible elements such as interaction and customer participation as well as accessibility and
physical environment.
Tourism marketing
If tourism is to survive by generating satisfaction among interacting tourists and hosts, it must adopt
societal marketing strategies. This involves carefully monitoring tourists‟ satisfaction levels and using
these as part of the criteria for success, rather than increasing numbers of tourists.
Continually monitoring host reactions to tourists, for host-tourist interaction is an important component of
the tourist experience and being aware that infrastructure development of tourism resort areas has
implications for the types of tourists that will be attracted.
The National Tourism Authority (SLTDA) has to be accountable for the planning and marketing of the
country and to have the power and resources to undertake action towards achieving its strategic
objectives.
Tourism marketing should not only be regarded as a tool for attracting more visitors to a region. Instead,
tourism marketing should operate as a mechanism to facilitate regional development objectives and to
rationalise the provision of tourism in order to ensure that the sustainable strategic objectives of
destinations are achieved.
Tourism marketing should also ensure equitable returns-on-resources utilised for the production and
delivery of tourism products, as well as the regeneration of these resources.

16. It should also provide suitable gains to all stakeholders involved in the tourism system. Hence, marketing
should be used as a strategic mechanism in co-ordination with planning and management rather than a
sales tool.
Although the National Tourism Authority has traditionally taken the marketing responsibility for the
destination product, they fail to control marketing activities and mixes of individual players and hence can
only co-ordinate and guide, rather than undertake a comprehensive marketing strategy. Perhaps the most
important challenge for destination marketing therefore is to bring all individual partners together to pool
resources towards developing an integrated marketing mix and delivery system.
The importance of sustainability
Interestingly, the sustainability of local resources becomes one of the most important elements of
destination image, as a growing section of the market is not prepared to tolerate over-developed tourism
destinations and diverts to more environmentally advanced regions.
The degree of consumer satisfaction will depend on the assessment of the perceived overall experience
of the destination versus anticipated expectations and perceptions. Developing the right image for
destinations will therefore determine their ability to satisfy visitors as it will allow them to develop realistic
and fulfill-able expectations. Tourists enjoy authentic experiences in places which have experienced
limited tourism development.
The response of the tourism sector to the current unprecedented economic crisis should include elements
that reinforce sustainability parameters in tourism planning and management. Tourism can contribute to
its own resilience and to the global economic recovery by pursuing a climate neutral strategy, as well as
innovation in the use of cleaner energy and more efficient resource use.
Combining these strategies and approaches contributes to the reduction of poverty, and to social and
economic development within the carrying capacities of ecosystems.
The ultimate objective of distribution channel is delivering the right quality and quantity of a product, in the
right place, at the right time, at the right cost and to the right customer. Destinations have suffered
because they wrongly assumed that the higher the volume of tourists, the more benefits they can
achieve.
However it is evident that limits on the development of tourism activity should be imposed in order to
avoid overexploitation of local resources. Although marketing has often been regarded as an enemy of
sustainability, the Sri Lanka Tourism Development Authority need to realise that strategic marketing
should be used to achieve destination policies.
Sustainability strategy is to Sri Lanka Tourism what sheet music is to an orchestra. It is the direction, the
focus and the policy framework. For the tourism sector, that conductor is the government of the
destination, the source of vision, inspiration and disciplining direction which turns passion into proud,

17. purposeful, clearly positioned tourism marketing and experience excellence.
The concept of sustainability is fundamentally important to the long-term viability, credibility, authenticity
and the productivity of the tourism sector and it is the responsibility of the planners, developers and
communities to ensure that the richness of the term is not diminished by the cliché of its application.
The writer holds B.Bus., RMIT Melbourne, PGD in Advanced Tourism Studies, Bournemouth University
and is the CEO of Sustainable Solutions. He could be contacted via zero@sltnet.lk.

18. Future of Tourism and Hospitality Industry in North and East of Sri Lanka
byTarrin Constantine
Any master plan for development of tourism for each of the provinces in Sri Lanka
should be worked out within the wider framework of the tourism network of the country.
For example, Jaffna alone cannot be the desired destination of a tourism development
programme; instead it should fit within the market strategy of the tourist industry as a
whole or for that matter The Sri Lanka Tourism Development Authority and The Sri
Lanka Tourism Promotions Bureau (successors to The Sri Lanka Tourist Board)
Casuarina Beach-pic.indi.ca
Organised tourism was institutionalised in Sri Lanka in 1966 and since then it has seen
a rapid growth. This growth is in spite of 40 years of violence and communal unrest in
the country, at certain time reaching its peak level. Further, the industry has gone
through a setback in the aftermath of the Tsunami (2004) in the year 2005; however it
got recouped within a short span of time. The year 2004 has witnessed the highest
tourist arrivals of 566,202 and contributing USD 416 million to the economy. At that time
the industry had direct and indirect employment of 112,000 people. In the years 2007
and 2008 there has been a sharp decline in arrival of 494,008 and 438,475 respectively.
The decline is mainly due to the internal war in the country and the Global economic
slump. Total arrivals of the year 2009 are expected to be around 439,000.

19. On the basis of research carried out by the Sri Lanka Tourism Promotions Bureau and
the World Tourism Organisation (WTO), it is very clear that Sri Lanka has a long way to
go to tap its full potential. Therefore it is vital that politicians and academics from the
North East area should give the utmost priority in developing the area into a desired
destination for tourists.
What we have to offer
Sri Lanka, apart from being gifted with diversity of attraction one of the very few which
can fit in the „attraction diversity criterion‟ with 65,525 sq km. With regards to North and
East it should specifically initiate some programmes to attract the tourists. Tourists
travel hundred of miles to arrive at some destinations. I do not have much knowledge
about the Eastern province, hence explored some concepts for the other provinces.
When a concept is developed it is always better to schedule during holidays and other
major events of the country such as:Nallur Temple festival; Establishing shop points for
day tour operators (Keerimalai, Jaffna town, Nallur Temple etc);ThellippalaiThukai
Amman festival;Tamil New Year

20. Keerimalai Springs-pic: indi.ca
It is also important to take into consideration that any tourism and hospitality industry
will not succeed without well trained and motivated staff in the industry. Provincial
bodies should encourage private investment to open hotels in Northern and Eastern
provinces. Government help can also be sought to start tourist related courses in these
provinces. Sri Lanka Institute of Tourism & Hotel Management can venture into such
activities.
Small provinces like Jaffna and Batticaloa will have two kinds of visiting:Day visits ;Long
time visits
Market should be developed to capture both kinds of customers. In the South,
EsalaPerahara, NavamPerahara, KelenyiaDuruthuPerahara, Singhala New Year,
VesakPoya Celebration and Sri Pada Pilgrimage are some cultural activities that attract

21. tourists and promotions in that respect is carried out Worldwide. It is important that we
identify such events and carryout promotion in order to attract tourist. It will also help us
to preserve our cultural identity. It will also project as a show case for our cultural
enhancement.
Market Segment- Where we stand
The following are the top ten countries generating markets in this sector for Sri Lanka.
India has overtaken UK as the major market for Sri Lanka over the past 3/ 4 years.
North and East have a unique advantage of attracting Diaspora community, as their
desired tourist destination. This can be an easy market if it could be tapped. It is
important that any marketing has to be completely out of any political or any other
infuence.
Provincial councils in North and East should have strong representation in The Sri
Lanka Tourism Development Authority (SLTDA) and The Sri Lanka Tourism Promotions
Bureau (SLTPB) representing the interest of North & East. It should ensure that North &
East have appropriate representation in SLTPB and in its overall marketing plan.
At present North and East have no representation at all and it is completely
understandable. However, future should be different.
History of SLTDA
In 1966, the Government decided to develop tourism in a planned and a systematic
manner, after identifying the need to set up an institutional framework. The Ceylon
Tourist Board (created by the Ceylon Tourist Board Act No 10 of 1966) and the Ceylon
Hotels Corporation (created by Ceylon Hotels Corporation Act of 1966) were set
up.With the new Tourism Act number 38 of 2005. which came into effect from the 1st
October 2007 the following bodies became as successors to the Sri Lanka Tourist
Board.
The Sri Lanka Tourism Development Authority:The Sri Lanka Tourism Promotions
Bureau: Sri Lanka Institute of Tourism & Hotel Management: Sri Lanka Convention
Bureau

22. Within these structures The Sri Lanka Tourism Development Authority (SLTDA) is the
most operational aspect. Within SLTDA there are important projects where North and
Eastern provinces should actively participate. These projects are as follows:
Tourism Infrastructure projects:New Product Development:Domestic Tourism Projects
;Destination Management System:Sustainable Tourism Developing and Regional
Tourism project
It is important that provincial administrators and politicians are getting involved to make
sure that the North and East interests are well represented by experienced and capable
professionals.
Beach in Alles Garden, Trincomalee-pic:drs. Sarajevo
Infrastructure
Tourism requires a good infrastructure. There are so many examples in the world where
countries are suffering without proper infrastructure to attract the tourists. When the
destination becomes popular more people want to visit the country. In return demand for
travel will increase resulting in higher airfare. Then this will resent in catch 22 situations,
whereby visitors demand increases and the flights decline. This is more common in
small islands (e.g: Cyprus, Sri Lanka). Currently 99.9% of the people visiting Sri Lanka
get into the country by air travel. SLTDA has set a target of reaching 2.5 Million tourists

23. by the year 2016. This is 8.6 times over the current capacity. On the other hand
environmental policies are getting stretched day by day resulting in more restriction on
air travel. Therefore Sri Lankan target of 2.5 Million will become impossible as days go
by. In such a situation, sea points have to be open up to meet such targets.
With India in the top of the market for tourists in Sri Lanka, the possibility of opening sea
points- in the North and East will be one option for consideration. Therefore it is
important that Tamil areas should take the full advantage of this new trend
Balancing the Market Economy & Social/ Cultural Framework
It is very important to make a balance of market economy with the social and the
cultural environment of the region. Market should not be allowed to dictate the
inhabitants of the land. Tourism is the industry that offers service. In many countries the
concept of service is extended to child sex, prostitution, drugs and other inhuman
activities. Sri Lanka is not an exception. In Sri Lanka an estimated 36,000 children are
believed to be victims of prostitution, according to a study by UNICEF in 1998. An NGO,
PEACE operating in Sri Lanka, estimates that 10,000 children, especially boys, may be
involved in child sex tourism. Sri Lanka has a number of laws on child protection and
the prevention of child abuse, including having ratified the United Nations Convention
on the Rights of the Child (CRC) in 1991. In 2002, the Optional Protocol to the CRC on
the Sale of Children, Child Prostitution and Child Pornography was signed and the ILO
Convention 182 on the Worst Forms of Child Labour ratified. Economical reality and day
to day hardship had overtaken the implementation of it in the land. Therefore it is
important that tourists and hospitality industry should grow under closer cooperation and
network with several organisations. Tourism industry dictated by market will distract the
community.
The future economy of Sri Lanka is dependent on tourism for many resources unique to
Sri Lanka. Potentials still remain to be explored. Reconstructing Tourism industry would
be crucial to uplift the Sri Lankan economy. As the Sri Lanka government seeks foreign
investment, foreign entrepreneurs should invest in major projects including tourist
industry.

24. Sri Lanka has named 2011 as “Visit Sri Lanka Year” by doubling the number of foreign
tourists to one million. President Mahinda Rajapaksa has given his personal utmost to
this project. Therefore it is vital that government takes into full advantage the potential of
tourist industry in Sri Lanka, formulate and implement a comprehensive and coordinated
programme which will be resistant to all political stereotypes and enhance the life of
natives.
(Extacts from paper submitted by MrTarrin Constantine, Fellow Member of British
Association 0f Hospitality Accountants & Member of Institute of Hospitality. Currently
working as the Group Financial Director of Desilu Group (owners & operators of Hotels
& Properties) based in United Kingdom and Cyprus)