Sarath Wijesinghe (President’s Counsel, former Ambassador to UAE and Israel Solicitor in England and Wales and president Ambassador’s Forum)

Tourist Destination

Sri Lanka is known to be tourist destination among the places known for tourists and tourism in the world of tourism in the competitive  market when the tourists are looking for places of interest for peace , relaxation, holiday, sight seen and various other reasons to travel. They prefer to have compact destinations to enjoy all needs and benefits on one destination rather than going to place to place. In compact Sri Lanka with the excellent network of roads the different climate, and places of interests could be seen with  a short drive driving or public transport, Travel and migration is inherent to the human that has made the world populous. Sri Lanka has been a destination for tourists, visitors explorists,’  religious dignitaries traders and many more for various reasons time immemorial due to the central and strategic geographic situation in the midst of the rich and busy Indian ocean. Tourism  is a business, trade, an art, and a way of life for some living on tourism in tourist nations living mainly on tourism.  Sri Lanka is ideally suited and  well placed geographically  in the rich Indian Ocean as a compact Island surrounded by sea right round and ideal climatic conditions. Tourist nation is a nation that depends on tourism for the GDP and a way of life for the inhabitants mainly depend on tourism as the main income of the people. In that context is Sri Lanka a tourist nation? May not now  but given the opportunity she has all the ingredients to be a typical tourist nation. It is  a question difficult to answer  though Sri Lanka is qualified to be tourist nation that she has not exploited the resources as the other tourist nations far of Sri Lanka to be  in the tourism map as a tourist nation. Occasionally Sri Lanka was rated as one of the best destinations by organizations on grading tourism but she is not in a position to sustain or to develop it to be on the world stage.  But there is no option for Sri Lanka but to concentrate on tourism as it is the easiest and cheapest way to raise the most needed foreign income and increase the GDP on tourism for economic recovery the country is struggling to. They say tourism is booing in Sri Lanka and world over a pleasant news to us and it is time for us to work harder on this matter harnessing all our resources in one basket for the betterment of averybody.

Known and Popular tourist destination

Sri  Lanka has been a known tourist destination for time immemorial and also as a place of interest on trade, sightseen, beauty, and cultural and  interactions. FA HIAN who visited Sri Lanka with a group of Buddhist monks on 410 AD wrote extensively and had interactions on number of occasions with important notes of great significance and MARCO POLO a French national who said that Sri Lanka is the best compact island in the world for the outside world in addition to the Arabe Sailers who voyaged for business naming Sri Lanka Serendib and the pearl of ocean are notable remarks by recognized travellers passed through Ceylon then. Ancient Arabs named it Thabrobane, Arabs Serendib, Europeans Ceylon and after the 1972 constitution it is now named Sri Lanka. ‘Ramayanaya’ gives an interesting historical that some says imaginary is a part of Indian history and literature that is world famous among historians and academics. Seetha and Rama is a part of Ramayanaya with  the remains of Seetha Eliya and other places of interest connecting India and Sri Lanka. Majority of tourists to Sri Lanka are from India and Sri Lanka must be smart to make use of the historical mythological and cultural connections to promote more tourists and tourism from India next door to Sri Lanka. It is ironic that Sri Lacks and visionaries on public policy on tourism though the country is full of inbuilt and natural places of interest admired by the writers and explores worldwide which is not properly exploited by the Sri Lankans which is a sorry state indeed, despite large array of resources tailor made for tourists. Sri Lanka is full of natural spots, flora and fauna, pleasant climatic conditions, geographical historical and archaeological and religious sites, performing and historical arts and  wildlife as ‘Forbes’ has declared the country full of wildlife next to South Africa are to the credit to the Sri Lankan tourism regime in addition to the presence of the Asian Elephant, Slot Bear, Lepard found in abundance which is the highest number that can be seen in one single destination jungles of rare species confined to Sri Lanka, blue sperm whales, Blue Wales and the rare view of 300 elephants that can be seen in ‘Minnariya’ are tourist attractions in addition to the beautiful beaches running round the island extending to 994 miles with shallow sandy beautiful beaches sometimes with corals and beautiful fish and underwater attractions which is rare in many tourist destinations in the world. It is also noteworthy to note that 13% of the land is reserved for protected areas which is unprecedented and environment friendly in deed. Forests reserved to wildlife and sanctuaries are numerous and easily accessible with the excellent network of roads right round the country. Sri Lanka is known to the modern world in various ways as a beautiful compact island as published by the lonely planet and many tourism journals. 30 year war and the clamping it down militarily was given wide publicity by the west that predicted it has been an unwinnable war that Sri Lanka succeeded. Leading professionals and politicians in the academic and international arena too give publicity the small nation in various areas. Madam Bandaranaike, Shirly Amarasinghe , Laxman Kadaragarmer, D S Sennayaka, are some who gave credit to Sri Lanka to be in the world map in addition to the places of historical and archaeological  significance lot recognized by UNESCO  in abundance.

Current Situation on tourism

The word revolving round is the boom on tourism for Sri Lanka is emerging gradually with the record number of tourist arrivals after the drastic draw backs  due to Covid 19 and Easter bombing that has shattered the tourist industry to the rock bottom until it is gradually recovering now. It is reported that tourist arrivals in 2023 has reached a record level of 763000 that has reached 100,000 recently with income of 800 million dollars which is gradually increasing despite the drawbacks on the lethargic administration and innovations of the governance when other tourism promotion countries are making use of tourism as a vehicle for the economic  boom they have gained on tourism with the correct and positive approaches with policies and master plans. Therefore one can imagine the real boom on tourism if wanton bribery corruption and inefficiency is eradicated and corrected  to be an efficient and honest administration. It is seen in Sri Lanka the hotels are almost full, tourists seen around the country, and things seem to be moving in the right direction on tourism which is insufficient to be a contributory factor on the GDP as many other competing destinations. There is an ambitious aim of 35 billion dollars in a targeted time space. Currently tourism is the third largest revenue source with many depending on as a source income on the trade in various ways and it is not a difficult task to raise it to a main income earner with a proper policy and a masterplan to suit the country following the footsteps of the competitors who depend on tourism for their main income as  the main source of  GDP of the nation.

Tourism and Public Security

Confidence of the traveller to the destination is a paramount part and the law and order situation plays a main role in the process. Tourist plans to visit to a peaceful destination for a peaceful holiday in a new country expecting new experiences to refresh themselves after long and hard work at home and adverse news of the visiting country discourages them from visiting the destination. Travel warnings of the country of origin is taken seriously and that will discourage their initial journey planning process. UK,USA, and Europe is prompt warning their residents on visits based on the media reports and the information from the Embassies that will play a pivot role on the media propaganda by respective countries. There the host country must be careful of the law and order situation which will be a main factor on tourism promotion in addition to the other requirements and facilities offered. Today news spreads faster due to modern technology where news travels worldwide fast with a click of a button with images and the adverse information. Therefore the host country will have to be extremely cautious on the country situation and the media publicity inside the country with the country situation of safety and security. News in Sri Lanka on law and order situation is worrying considering the media reports of the gun culture and the security situation where the governance appear to be out of control. Underworld and drug menace is worldwide yet in Sri Lanka there appear to be disturbing news. Sri Lanka went through a bloody unwanted war for thirty years and successfully eradicated it with a peaceful era for a long period which has unfortunately ended and the wishful thinking is to reemerge the peace enjoyed to be dawn again for a peaceful tourism regime. It is a sorry state that the governance was not in a position to maintain the peace  and reconciliation enjoyed at the end of the war of terror that took so long to end with lot of sacrifices and the wishful thinking of everybody is to reemerge the lost peace that will assist to prosper tourism and economy, which is a realistic expectation in deed.

Health wellbeing and facilities for the tourist

Tourist is living with us as one of us and the facilities that we enjoy must be shared with them to encourage the future tourist and tourism. They must be looked after when sick with adulate facilities they have been enjoying in the country of origin. Tur they are prepared to bear expenses yet the facilities should be available easily to encourage the future tourists. Some countries promote health tourism as a part of tourism promotion to promote tourism with the health system which is happening in the country with modern health facilities. In Singapore the tourist is given the details on consumer issues and the services in the country at the airport which attracts and helps tourists immensely. They may be given adequate facilities on enjoyment in the night which is lacking in Sri Lanka which is a matter to be looked into to improve as according to our way of life the citizen goes to sleep early especially in small towns. As the tourist is prepared to spend money for transport and extra and night life it is necessary to provide with them the facilities if the continuity of tourists are required. Food culture and the national heritage and the way of life are matters respected and expected by the tourist as a part of their voyage and it is so easy for us to provide with our culture and way of life with our cultural events which are plenty and spreads in the entire year. For example the new year, ‘Wesak, Poson, Peraharas’ ‘right round the year, and number of other cultural and traditional ceremonies in the country are easily shown and sold to the tourist wanting novel and traditional experiences. Traditional food crafts are and culture is advanced and attractive and it is a good idea to propagate it among the tourists.

Helping others is  inborn in Sri Lankan which is disappearing today

Sri Lankans are famous to help others especially in need and distress, which is disappearing today due to the economic deprivation and difficult income conditions when the citizen is pressed with financial stress due to cost of living and difficult living conditions. It is the duty of the incumbent regime to eradicate the economic difficulties of the citizen which has an effect on tourism as a whole as  the tourist is also a part and parcel of the local population thereby it is advisable to uplift the general economic conditions living conditions  to everybody for  a comfortable living for all including the visitors whose presence and contributions will be helping the local population. There is an encouraging trend the tourist take part in local functions and the cultural activities enjoying Dan Sal, Peraharas and even religious and cultural rituals.

Education

Is a part of Sri Lankan culture and wealth as an educated nation full of educational and professional in the country. Tourism provides education and professional avenues during tourism out of which hospitality plays a major role. In Philippines 30% of the population is employed worldwide mainly in the sphere of hospitality and Sri Lankans are equally or more  willing and qualified with lacking and less encouragement from the state sector which is lethargic. It is the duty of the governance and the private sector to take up the challenge to provide adequate facilities to produce them to Sri Lanka and world over to help tourism and the issue son unemployment and economic woes on the which the country is suffering from. In many countries education tourism is rampant for example Singapore, Hong Kong, U K, USA are a few tourist visit for education and employment as well Sri Sri Lanka too will be able to moot. Education includes education of the masses and the government apparatus including the security forces which includes tourism police which is not functioning properly in  Sri Lanka today which is  a lacuna in the process of implementation of a proper tourism regime to be one of the best destinations.

Innovations and novelty

Tourists need novelty and innovations that they could  not come across in their country. For example they do not expect the same food pattern in the country of origin in  the foreign soil they require  fresh and new food and experience. Forest in Europe is different in Asian region as thick and thorny, full of Asian animals elephant being most frequent that one can see around 300 in Minnariya and more often in peripherals in town, and rare Leopard in Yala and blue Wales in Galle which are novel and exiting. Food culture and varied fruits are a rare attraction n Sri Lanka. In the United Kingdom average citizen can purchase only one kind which is not tasty which is grown in bulk, unlike the Sri Lanka banana has large number of verities and so tasty with varied tastes. Food exhibitions are very attractive and innovative steps that the private sector and regulators could organize in their respective aeas, when the regulator plays only a regulatory and a legal role in the industry whereas it is the private sector that runs the machinery on tourism and promotion process.

Cleanliness, IT facilities and providers and digitalization

Are main requirements and main areas to propagate and streamline as any average traveller will want to have these facilities effectively at arms length to be utilized and share with. Without proper and effective IT and WIFI system no tourist will stay in a strange country and it is a salutary situation that sri Lankans possess 110% penetration of mobiles used and nearly 50% of internet and reasonable cheap internet providers of international standards. Sri Lanka is in the door steps of digitalization sharing international platforms on online and the shops are modern and ready to follow online and digital platforms effectively. Anybody like to be clean and in a clean and organized environment and it is the duty of the governance to adhere to for the benefit of everybody including the tourists. They need to do purchase and go through the living online which they have been used to wherever they are for a convenient living and the facilities in the host country will encourage them to stay and recommend the destination to others as the publicity on word of mouth is the most effective.  Apart from Sigiriya which is the image used so often as a model despite so many monumental places and areas of interest  but the irony is even Sigiriya is not properly presented with at least basic facilities such as proper toilets, infrastructure food and qualified guides to assist are matters to be considered seriously. It reminds us of requests of guides for Israel tourists who travel to surf and to see the country as tourists spend reasonably well unlike the backpackers taking shelter in temples and lead a life as parasites to the society.

Duty of the governance and the public

Duty of the governance and the public is many as they are the main groups responsible to make the visitors life pleasant and happy visit again and to recommend the destination to others to increase our revenue. It is our efforts to take the income on tourism upward to be a main revenue for the GDP and to earn most needed foreign exchange in short supply. It is the duty of the governance is to provide the facilities required and requested by the visitors who are prepared to pay promptly and on foreign currencies, which is the need of the hour for us. Governance should give special attention for the process as a public policy with a proper plan of action on promotional process with the community and the government servants not so effective and prompt to cater the visitors expecting high standers like in their countries. It is a joint effort with the government, people and the tourism staff members in private and public sector to work together as a group for a successful tourist regime for Sri Lanka. Sarahdw7@gmail.com