Veteran urges unified tourism strategy in Sri Lanka

As Sri Lanka’s tourism sector is often the victim of ad hoc policies rolled out by the authorities, industry veteran Hiran Cooray called on the government to create a working relationship between all tourism-related ministries. 
Reason being, many times, decisions that impact tourism are made by non-tourism ministries. A recent example is the visa issuance fiasco. 
The agriculture, civil aviation, urban development, culture and art affairs, defence, finance, foreign affairs, highways and road development, indigenous medicine, labour, land, plantation industries, power and energy, sports, transport, wildlife and forest conservation, environment and coast conservation ministries and others are identified as the stakeholders of Sri Lanka tourism. 

“Thankfully, we are now recognised as one of the sectors that will propel the economy and if we are to achieve the expected results sustainably and reach optimum levels of earnings from tourism to the country, it is crucial to have all these ministries working together for the benefit of the nation and its people, as they will all contribute directly and indirectly to the success or failure of the industry and the national economy,” as Chairman, Cooray said in his message in the 2023/2024 annual report of Jetwing Symphony.
The senior industry representative also stressed the need for the Sri Lankan Tourism Promotions Bureau (SLTPB) to step up efforts in using the Tourism Development Levy (TDL) effectively.
“Many attempts have been made recently to launch a consumer-focused destination marketing campaign but we are yet to see it in action,” he said.
The SLTPB must utilise the funds contributed by the industry in the form of the TDL, to effectively target the discerning travellers, both digitally and through traditional methods and position Sri Lanka as a leading luxury and sustainable travel destination, added Cooray.
While it is essential to highlight the uniqueness of our island, in terms of the diversity of unique experiences and activities it offers, despite its small size, he noted it is also of paramount importance to highlight the country’s premium resorts that earn high foreign currency revenues that are essential to the economy. 
Cooray in his message “strongly urged” the need to revise the decision regarding the visa charges immediately, as the move was a clear air turbulence for the industry, which was flying smoothly towards its cruising altitude.
“While many countries are easing border controls to boost their tourist arrivals, especially the regional competitors such as Thailand, it is not the time to add further constraints in the form of increased visa fees, with no revenue and benefit to the country. 
This is not only a concern for the stakeholders of the tourism industry but we, as Sri Lankan citizens, must all be alarmed by this decision and its inevitable repercussions,” he said.