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Tourism was the Unique Selling Point with which Sri Lanka earned huge profits. The situation is now rather murky, notes Arjun Bandranaike
Tourism is one of the country’s economic sectors that suffer most as a result of the ongoing armed conflict. The country is marketed to tourists as a wild life destination. Most tourist brochures, Tourist Board websites, even business visitors, are told of Sri Lankan exciting wildlife. Despite the assurance given about the country’s safety, foreigners do not appear to be convinced. In an article under the heading, ‘Don’t forsake Sri Lanka’, The Times defence correspondent, Michael Evans, recently visited the country, bemoans the plight of its tourism industry. Evans makes a plea for this "golden island in the Indian Ocean tailor-made for holidaymakers."  | |
Hotels are 60-70% empty and beach traders, are desperate to sell their silk scarves and jewellery. "It’s a sad story for an island that can offer so much for honeymooners or families, Evans laments. The tourists are staying away because when they contemplate their next holiday and read about the continuing conflict in northern and eastern Sri Lanka, and more recently the Tamil Tiger air bombing of the military base not far from the international airport in Colombo, they assume the country is too dangerous, or at least poses an unacceptable risk." The perception of danger in the minds of holidaymakers from reading about individual incidents in different countries is far greater than the reality on the ground. In the recent clash between the government and the LTTE, for example, the bombs dropped by the Tigers on the Katunayke air base adjoining the Katunayake International Airport, made headlines. The perception in the UK and elsewhere in Europe was that the main airport had been bombed and that tourists were in danger. As a result, hundreds of holidaymakers cancelled their bookings, and certain countries advised against any travel to the Indian Ocean island. In fact, the airport, although closed for a few hours as a precaution, was soon up and running, and unaffected by the drama beyond the perimeter fence. The Central Bank Annual Report 2006 confirms the declining trend in tourism. It says, after recovering from the setback, suffered due to the 2005 tsunami disaster in the first part of 2006, the situation gradually changed in the latter part of the year. The Central Bank attributes this decline to the travel advisories issued by some Western countries that discouraged travel to this country considering it as an unsafe place. It would thus be clear that immediate steps have to be taken to resuscitate the tourism industry, which is essential for the country’s economic well-being. The government has reportedly briefed the ambassadors of relevant countries and carried out marketing campaigns to promote Sri Lanka as a safe destination. These campaigns, however, will have little effect unless the biggest obstacle to tourism, namely the war situation, is brought to an end by resolving the North-East issue. But the achievement of this objective does not seem possible in the foreseeable future. As such while attempts are being made to end the war, all other possible measures have to be adopted to arrest the decline in tourism. The fact that correct and sufficient information about the events and the conditions prevailing in the country does not flow speedily to the world is clear from the example of the Katunayake incident. The authorities in the tourism industry should have been sufficiently alert to quickly dispel fears created in the minds of foreign tourists as a result of wrong information conveyed to them. Speedy communication of authentic information is, therefore, of the highest importance.
It is also important to take all possible steps to ensure the safety of tourists during their stay in Sri Lanka. A special system of security has to be set up for the protection of tourists because any mishap caused to a tourist could lead to loss of foreign exchange to the tune of millions of rupees. It is doubtful whether tourism authorities have taken sufficient interest to make full use of the image boost Sri Lanka currently received through the performances of its cricketers at the World Cup tournament. This indeed was a grand opportunity for the promotion of tourism in the country. No other field of activity in this country has contributed as much as cricket to enhance its image. Let the country know what measures the Tourism Ministry has adopted to make use of such opportunities as these to promote tourism. Tourism is a sector where even a small opportunity should be capitalised to make the tourists take notice of the country’s attractions. 
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