- Tourism and 2021
27 September, tomorrow, marks World Tourism Day, a day designated by the United Nations World Tourism Organisation (UNWTO) for celebrating tourism all around the world. World Tourism Day 2021 focuses on “Tourism for Inclusive Growth”. Considering that the Covid-19 pandemic has had a massive social and economic impact on both developed and developing economies, recognition has been given to the fact that the restart of tourism should be “inclusive” and enjoyed widely and fairly by all.
‘Tourism for Inclusive Growth’ in a Sri Lankan context
Sri Lanka Tourism Development Authority (SLTDA) Director General Dhammika Wijayasinghe stated that this is an incredibly timely thematic trajectory for Sri Lanka. She said that our island is currently looking at “sustainable tourism”, and the most important component of that is the social aspect, which is where inclusivity comes into play.
“We have to include everyone in this journey forward, from those in the tech industries to the more directly related food and beverage industries. We must also enhance the role of women as we move forward,” she said.
Wijayasinghe stated that this year, on 27 September, Sri Lanka will be celebrating World Tourism Day in Haputale – which is just one of many examples of ideal tourist destinations in Sri Lanka that have been overlooked. She said that there are many such destinations in our island that should rightfully be featured widely all around the world as “must-visit” spots, but have somehow not received the due attention they deserve. However, in this new chapter, the SLTDA and adjacent authorities are all working towards this goal of supplementing tourism for inclusive growth.
She said that “it is important that we hear the voices of all parties involved” and therefore, much of the policy that is being drafted around tourism on the island is incredibly inclusive, providing more and more avenues for individuals and businesses to participate and benefit from it. “In the past, we have experienced that there have been certain regulations that did not allow the smaller players to come in; however, we are looking at a far more conducive approach to policy,” she said.
We are all tourism ambassadors
The Hotels Association of Sri Lanka (THASL) President Sanath Ukwatte shared: “Tourism is an industry that has no borders. It unites Sri Lanka, and when we market our island, we do it as a whole – our culture, cuisine, language, people, and many others, which means inclusivity. It is part and parcel of the industry to be all-inclusive.”
When it comes to the tourism industry, Ukwatte said that the industry has always been an inclusive one with a great trickle-down effect: “Everyone, from the local street vendors to the big hoteliers, all stand to benefit in the event of a booming tourist industry.” He also added that there must be a focus on growing female participation in the industry to further strengthen the industry’s standing as an equal opportunity playing field.
“All Sri Lankans are tourism ambassadors,” he added, noting that with the travel restrictions created by the pandemic, he felt as though Sri Lankans were forced to look within and explore their immediate space, rediscovering their island, and growing a stronger appreciation for their environment. This newfound love for Sri Lanka can benefit us all in promoting our country to the world, Ukwatte said, and help us share what the island has to offer, as well as the diversity we have in abundance.
Ukwatte also said that it is imperative that tourism takes centrestage, owing to the fact that foreign exchange is something we direly need in this country, and we can rely on tourism to provide this for us.
Positioning Sri Lanka to thrive
While Ukwatte spoke on a very positive note about the potential of the tourism industry, Jetwing Hotels Chairman Hiran Cooray set a more sombre tone, expressing that his wishes for the industry are incredibly hopeful, but adding that, however, he believes there is a lot of work to be done.
“My wish for tourism in Sri Lanka is that it will play a role in transforming people’s behaviours and make our country a nation that is overflowing with love, peace, and wellness,” he said, adding that this idea of “Tourism for Inclusive Growth” would mean that we safeguard all our assets and utilise them in a way that benefits the people. “Good tourism is when its activities benefit the general public, and in doing so we must safeguard our assets. We must be careful and not haphazardly build with the thought of growth, growth, and more growth without any care for the land or its people,” he said.
Cooray added that what is even more important is the vision that our authorities – the Government – has for Sri Lanka. “I believe that the Government is doing the best that it can,” he said, noting that it is imperative to have both a short-term and long-term vision when developing the strategy for tourism and its promotion.
Expanding on that, Cooray explained that the short term is the business aspect, and with those in the industry recurrently suffering, we must work in regards to opening up the channels that allow people to start making their living again. He also said that the long-term vision is the most important thing to get right. “We must position ourselves, position Sri Lanka, in such a way that we are a priority destination,” Cooray stated, adding that we are blessed with a five-star island, and all we have to do is open the world’s eyes to this fact.
Inclusivity and the individual
There is an abundance of travel influencers in Sri Lanka who work in an individual capacity to promote Sri Lanka to the world. Many of them have massive audiences, and voices that can communicate what Sri Lanka truly has to offer, particularly considering how the world traveller has changed and the average traveller seeking out the ultimate authentic experience.
One such blogger, Kasun Deegodagamage, who is one half of the massively successful travel channel “Travel with Wife”, shared that he doesn’t believe the landscape would be all that different, because the authorities have yet to look into local resources and consider people like influencers and content creators within the island as important assets. He said that prior to the pandemic, despite playing a major role online as promoters of what Sri Lanka has to offer via a large platform, all they received from Lankan authorities were obstacles to carrying out their work.
“There really hasn’t been any relief for content creators such as ourselves; we believe even the authorities would greatly benefit from collaborating with content creators, as they are able to do the groundwork, and are ready and willing to provide their services,” he said, adding: “Prior to the pandemic, we often came across roadblocks when it came to creating content, obtaining licenses and permissions, and getting access to locations. All such things were gruelling processes; unnecessary red tape wherever we went.”
With inclusive growth being the new projected trajectory of tourism, Deegodagamage shared that he hoped this “inclusivity” would extend to the authorities providing ease of access to content creators who are able to enrich the tourism experience of Sri Lanka, and for no additional cost. “It would be great if perhaps the authorities could potentially look into a select few creators to begin with, and provide an identification or some such version of an allowance to assist in our journey of creating content about Sri Lanka,” he said.
