ECONOMYNEXT – Sri Lanka President Ranil Wickremesinghe has urged tourism industry stakeholders to aim higher from its current target of five million tourists, inviting them to set their sights on 7.5 million arrivals including higher-paying tourists.
Speaking at the 58th Annual General Meeting of The Hotels Association of Sri Lanka (THASL), Wickremesinghe said on Monday November 27 that there is a need to move beyond the existing framework and embrace competition to elevate Sri Lanka’s standing in the global tourism market.
A statement from the president’s office said Wickremesinghe had questioned why countries like Vietnam get more tourists despite being in the industry for a shorter period. Increasing the number of tourists to 2.5 million in the upcoming year and subsequently expanding on this figure is important, he said.
“When I took over the government, I realised that sustainability alone is not sufficient. How are we going to earn foreign exchange? How are we going to have a positive balance of trade? In that, there were many suggestions. But what is the low-hanging fruit? And one of the low-hanging fruits was tourism. Let’s promote tourism fully,” Wickremesinghe was quoted as saying.
The president also highlighted the importance of maximising earnings and attracting tourists from both domestic and international markets without unnecessary restrictions.
Calling for the “enhancement of the tourism product” and a “nuanced approach to promotion” that go back to the “early roots of tourism” in Sri Lanka’s ancient Anuradhapura kingdom, he urged industry to specialise, tapping into the unexplored potential that Sri Lanka possesses.
“Look at our food. From one area to another. Have you utilised it? Let’s do that. We have to be special in many ways. You remember, tourism was not something that was new to us. It was there even in the time of the Anuradhapura period,” President Wickremesinghe remarked.
A comprehensive experience – encompassing accommodation, cuisine, and cultural offerings was among the suggestions made by the president in his speech to attract and retain tourists. He also called for the diversification and improvement of Sri Lankan cuisine, with a focus on a fusion of local and international flavours to cater to diverse tastes.
Noting the potential for collaboration with expatriates to further enhance the industry, Wickcremesinghe said Sri Lanka can tap into the potential of niche markets in a bid to mimic the success of boutique hotels initiated around 2003-2004.
The president also highlighted plans for the transformation of Colombo into an entertainment hub, calling for diverse activities to keep visitors engaged, in addition to developing tourism infrastructure.
“What do we do there? Very little. You go to a museum, it’s a short run. You go to Gangaramaya Temple. You look at the Independence Square and back. So what are we planning? It should be an area of entertainment or music or food. All the way up to the Independence Square, it will be a new area,” he said.
The development of the Bogambara prison in Kandy into a hotel and a hotel school was also discussed by Wickremesinghe which he said showcases his government’s commitment ot utilising available resources for tourism. He urged stakeholders to contribute ideas and support to implement these “transformative initiatives”.
On the issue of minimum rates, Wickremesinghe called for a shift towards higher rates, highlighting the need for a quality product that justifies the cost. The statement said he “encouraged the industry to think beyond conventional constraints and embrace a new mindset for achieving the ambitious target of 5 million tourists”.
“In this new era, we need new thinking. We can’t get there with the old mindset. Just forget it and put it aside. Think of the new people who will come. Then we can achieve our five million,” he said. (Colombo/Nov28/2023)