World Tourism Day – Tourism for inclusive growth

The World Tourism Day is celebrated internationally on September 27, 2021. Sri Lanka, formerly Ceylon, was under the British rule from 1815 to 1948. Sri Lanka is a mesmerising island nation, surrounded by the Indian Ocean. 

The island covers an area of 65610 SQKM, blessed with a diverse landscape, ranging from highland plains to pristine sandy beaches. This country has something for everyone. 

The Colombo city is a model hub exhibiting urban life. Kandy is the second gorgeous city that is build around an attractive man-made lake. The town is famous for the Esala Perahara festival in August.

Kandy is also known for the sacred attraction called Dalada Maligawa or Temple of the Tooth. Nuwar Eliya, once a summer retreat of colonisation, is a now home to verdant tea plantations and Sri Lanka’s best golf course.

Tourism in Sri Lanka is growing rapidly and becoming a popular place of attraction for foreign travellers.

Sri Lanka possesses a high level of bio-diversity and wildlife resources. 

Sri Lanka is intertwined with the history of the border Indian subcontinent and the surrounding regions, comprising the areas of South Asia, South-East Asia and the Indian Ocean.

The earliest human remains found from the island of Sri Lanka are about 125,000 years ago, from Ballangoda. Archaeological evidence for the beginning of its ancient age in Sri Lanka is found in Anuradhapura.

Tourism 
Tourism in Sri Lanka is growing rapidly and has been a popular place of attraction for foreign travellers.

Most of the coastlines of the country are studded with varying coastal features such as bays, lagoons, sandbanks and rocky headlands. Marine recreating activities such as sea bathing and swimming, surfing, boating, snorkeling, deep sea fishing, underwater photography and scuba diving can be seen on most of these beaches. 

Beaches of Tangalle, Beruwala, Mirrisa, Bentota, Unawatuna, Arugam Bay, PasiKudah, Hikkaduwa and Negambo are considered as famous tourist beaches in the country.      

Mirrisa has a rich and historical background about which Sri Lanka can be proud of and it is situated in Weligama, whereas legend has it, the first Methodist priests arrived in Sri Lanka. Travellers who visit this splendid beach with its clean white sand and whispering palms, always make it a point to return, especially because there are no makeshift guest houses and it is not crowded.

Sri Lanka is one of the best surf destinations in the world, surrounded by the turquoise blue ocean. Arugambay on the east coast exudes a laid-back beachside vibe and attracts surfers of all levels and sun-seekers from around the globe. 

Listed at No.8 in Lonely Planet’s best in Asia, Arugambay provides a total experience with surfing, culture, wildlife and lifestyle. With waves beginning to roll in signifying the start of the surfing season, Arugambay with its numerous surfing points will bound to get you on the waves rolling in the year 2021.

Sri Lanka has numerous tourist attractions with areas of natural scenic beauty, including mountainous terrains, agricultural landscapes and waterfalls.  

Heritage tourism involves visiting historical sites. Sri Lanka is very rich in pre-historic, proto-historic and history and historic monuments, which bespeak its ancient civilisation and culture.

The UNESCO has declared six archaeological and two ecological World Heritage Sites in the country. Besides the World Heritage Sites, the Government of Sri Lanka has declared a number of archaeological protected sites and monuments within the country.

Being one of the largest producers of tea in the world, Sri Lanka is best known for the production of unorthodox tea. Tea was introduced to the country by the British, who called the country Ceylon. Ceylon Tea is considered some of the finest tea produced anywhere in the world.

Tourist accommodation in Sri Lanka consists of grades hotels, supplementary establishment guest houses and limited scale camping sites. Most informal accommodation is available on a paying guest system in private houses and hill country tea estate bungalows. 

The 30-year civil war, tsunami, Easter Sunday attack and at last present, the COVID-19 pandemic, have had a crippling affected on the tourist industry. At present, there are three million people, who are dependent on the tourism industry in this country. Therefore, the Chamber of Tourism Industry is looking for a funding assistance for the following of the tourism industry.

COVID-19-affected tourism sectors 
1. Hoteliers 
2. Transport companies and individual vehicles owners
3. Tour operators/travel agents
4. Tourism sector employees
5. Tourist drivers and jeep safari drivers
6. Tour guides
7. Restaurant, guest house and home stay operators
8. Eco tourism and lagoon safari service providers
9. Tourist vendors
10. Tourism promotion magazine publishers
11. Water sports operators (surfing, diving, kite surfing)
12. Cottage industry manufacturers 
13. Handicraft sellers and producers
14. Hotel suppliers 
15. Ayurveda spa centre operators
16. Domestic airline companies, etc. 
17. Gem industry

Opportunities for Sri Lankan tourism
1. Hundred significant cultural sites, national parks, forests and sanctuaries around the country. 
2. Eight UNESCO World Heritage Sites in Sri Lanka.
3. Opening up of significant areas that were not easily accessible during the civil war.
4. Relatively small island with short distance between tourist sites.
5. Ability to experience different climates within few hours of travel.
6. Two different climates can be experienced: April to November and November to April.
7. Sixty percent of the national road work developed.
8. Development plan for domestic aviation.
9. Good telecommunication and Internet, strong information communication technology available.
10. Friendly hospitable people and converse in English. 
11. Strong private sector enterprises and institutional framework for tourism industries. 
12. Thirty-six international flight operations in Sri Lanka.
13. Tourists arrive in Sri Lanka from more than 80 countries.
14. Lonely Planet listed Sri Lanka as a world number one tourist destination to visit in 2019.
15. The World Tourism Travel Council listed Sri Lanka as a safe country to visit.
16. CNN Travel selected Sri Lanka as one of the best places to visit in 2020.
17. Sri Lanka was chosen as the best wildlife destination in Asia.
18. Arugambay in Sri Lanka is recognised as one of the best surfing destinations.
19. Sri Lanka ranks No. 4 in the list of 10 most in Demand Travel Destinations in 2020, followed by Best Warm Weather Destination title by USA TODAY.
20. Sri Lanka is appointed as one of the two Vice Chairpersons for the South Asia Commission of United Nations World Tourism Organisation (UNWTO) for the period of 2019 to 2021.
21. The tourism industry was extended the export status.
22. Value-added tax was reduced from 15 percent to 8 percent.
23. The government has recognised the tourism industry as a priority industry for the economic development and expecting US $ 10 million in 2025. 
24. Sri Lanka has six ports, including one natural harbour.
25. Sri Lanka has 15 tourism zones and presently the SLTDA is reviewing the system in order to introduce new zones to the list. This will pave the way to provide the necessary infrastructure for the sustainable development of the industry.
26. Development of Colombo Port City is expected to provide luxury accommodation with residential towers and upmarket shopping malls coming up.

Challenges
1. Many unregulated tourist businesses operate in the country, which is seen as a risk to the safety and reputation of the tourism industry.
2. Perception exists that Sri Lanka is a country that is still at war and therefore unsafe.
3. Global COVID-19 pandemic situation faced by the country today.
4. Economic disparity between areas, particularly those inaccessible during the civil war.  
5. Lack of established linkage (road/rail network) between north east, north west and south west.   
6. International direct flights have to be increased.
7. A proper destination marketing effort needs to be done in major tourist markets.
8. The government to take stern action to prevent drugs in the country.
9. Combating sexual child abuse and harassment to tourists by establishing law enforcement (tourist police) units in tourism areas.  
10. Empowerment of women by providing employment for them in the tourism industry.

Current situation in Sri Lanka tourism
Registered accommodation in Sri Lanka up to December 31, 2019:     
■Number of establishments: 2620               
■Number of rooms: 40,365
■In addition to 407 hotel projects granted in final approval for construction of 20,951 rooms
■Total investment value US $ 3,781.5 million 
■There are approximately 40,000 rooms not register with SLTDA unclassified including informal sector.
■Five-star hotels: 26
■Four-star hotels: 24
■Three-star hotels: 26
■Two-stars hotels: 41
■One-star hotels: 38
■Guest houses: 1050
■Heritage bungalows: 4
■Heritage homes: 3
■Home stays: 548
■Hostels: 10
■Rented apartments: 70
■Rented homes: 5
■Tourist hotel unclassified: 233
■On this classified tourist hotel (one to five-star) the highest inventory of 14,093 rooms.
■Restaurants: 487
■All hotel: 356

Tourist arrivals to Sri Lanka
■Ceylon was under the British rule from 1815 to 1948.
■During the colonial period, majority of the tourists arrived in Ceylon from the UK.
■Tourist arrivals to Sri Lanka were around 18,968 in 1966.
■Planned tourism started in Sri Lanka with the establishment of the Ceylon Tourist Board in 1966.
■Arrivals in Sri Lanka in 1971: 39654
■Arrivals after the war in 2010: 654476
■Tourist arrivals in 2018: 2,333,799; total revenue US $ 3,924.9mn (Rs.12872.6)
■Tourist arrivals in 2019: 1,913,702; total revenue US $ 3,606.9mn (Rs.9586.8)
■In 2018, tourism became the third largest foreign exchange earner to Sri Lanka.

Top 10 tourist-generating markets to Sri Lanka (2019)
■India: 355,002
■The UK: 198,776
■China: 167,863
■German: 134,899
■Australia: 92,674
■France: 87,623
■Russian Federation: 86,549
■The United Sates: 68,832
■The Maldives: 60,278
■Canada: 48,729

International airline operation
1. Thirty-six international airlines operate in Sri Lanka, including SriLankan Airlines (2019).
2. Three international airports (Katunayaka, Jaffna, Mattala).
3. Fourteen domestic airports operating (Rathamalana Airport under process to upgrade to international airport).
4. Twelve domestic air operators  in service.
5. Eleven sea plane water aerodrome bases islandwide, where Cinnamon Air is operating.

Direct employment
■Total numbers employments, both direct and indirect (2018) can be estimated at 0.5 million.
■About one million people are involved in tourism business and because of that, about three million people are dependent on tourism income.
■Occupancy rate (2018):  71.35 up to 79.19
■Occupancy rate (2019):  54.9 up to 58.7

Average duration of tourist stay
■Europe: 10-14 days
■Middle East: 7-9 days
■Asia: 6-7 days
■Tourist spending: 167-177 per day

Note: Thirty years’ war has totally affected tourism, including North East of Sri Lanka; now the Eastern province has classified registered hotels 2289, North 753.

Issues to be considered
1. Tourist hotels around the island are the biggest hit due to the outbreak. A moratorium on loan and vehicle leasing payments was given to the tourism sector for one year. Since there has not been any improvement in the industry, it is suggested that the moratorium to be extended for further one year. Although there was relief given in capital payments, the banks have been charging interest payments. The tourism industry has been paying an interest rate from 9 percent to 15 percent and it is suggested to totally remove the interest payments or to reduce the interest rates to 4 percent.

2. Tour guides and tourist drivers were given a relief package as a onetime payment of Rs.20,000 and Rs.,15,000, respectively, since there has been no tourist business happening. We would like to suggest the same payment to be continued for another six months, till the tourism industry resumes operations.

3. Consideration should be given to assist the indirect suppliers to the travel industry such as suppliers to hotels, those engaged in eco tourism, adventure tourism, manufacturers of handicrafts etc.

4. We also suggest the government to introduce a pension scheme for the tourist service providers.

5. All three international airports must be reopened with the necessary health guidelines.

6. Tourist hotels around the island are the biggest hit due to the outbreak. A special loan scheme, at 4 percent interest, needs to be introduced for SMEs engaged in the tourism industry. 

7. Foreign investors, who are interested in tourism investment in Sri Lanka, should be granted attractive tax concessions and duty concessions.

8. Employees in the tourism sector to be insured for all sicknesses, including all pandemics such as COVID-19. 

9. A pension scheme to be introduced to employees in the tourism sector. 

10.  Provide beach cleaning equipment to local authorities in tourism areas.

11. Provide a fully-equipped fire brigade to local authorities in tourism areas.

12. Request all booking engines commission to reduce fees till the industry picks up.

13.  The Sri Lanka Tourism Development Authority must establish a regional branch in the tourist areas.

14.  Set up a COVID-19  hardship fund to assist the tourist service providers, who have lost their livelihood income.
(A.M. Jaufer, President of the Chamber of Tourism Industry Sri Lanka, can be reached via [email protected])