ENHANCING TOURISM WITH A STRATEGIZED FOREIGN POLICY

by George I. H. Cooke

Sri Lanka has remained the cynosure of the world for centuries. From being referred to, written about, conquered and even attacked, the island in the Indian Ocean is well entrenched in the global community. The attraction of the island has been its geographic location, scenic beauty, varied terrain, natural resources and diverse cultural attributes. While the lure of island has resulted in a chequered history, the use of such potential for the future is what remains crucial. The state and its key policy formulators are thus responsible, through an effective and strategized foreign policy, to ensure that all attributes of a country are used to its credit.

Given the inquiring nature of humans, the desire to discover and engage in adventure remains an insatiable appetite. While the tourism industry has been built on trying to satisfying this thirst, with people seeking new lands, keen to discover new cultures and explore diverse traditions and cuisines, the sector as a whole is vital to boosting national success and achieving progress.

The recent crises that Sri Lanka faced and the efforts made by the people to address grievances resulted in numerous changes which strengthened the democratic process in Sri Lanka, and ensured that the country remained even more relevant on the world stage. As news about Sri Lanka flashed across media platforms in capitals around the world, an inquiring mind would be intrigued to include a country that was upholding democracy, on a to-do list for future holidays, while some might have been apprehensive to make the journey. Irrespective of the nature of comprehension, and the context in which the island nation is featured internationally, Sri Lanka is in the news, and has remained so for millennia.

It is thus image that remains at the heart of information dissemination. While individuals strive hard to portray themselves in positive light and rectify errors or misgivings that others might have, we find that countries, their leaders and stakeholders too, seek the construction of a positive image internationally. Such positivity boosts tourism, nurtures trade, and attracts much needed investment. The creation and projection of a positive image is then pivotal for a country’s overall success. It is therefore the state, as the sovereign entity, that plays a catalytic role in ensuring that the image being communicated is conveyed in an appropriate manner, so as to captivate audiences, stimulate interest and create a conducive environment.

In Sri Lanka, the tourism sector was deeply affected by the Easter Sunday bombings in 2019, and the pandemic that struck in 2020. The latter’s impact was severe around the world as people focused primarily on health and safeguarding it, before venturing on holidays. However, within a brief span of time tourists started travelling, and braved conditions to ensure some semblance of normalcy returned to their lives. This was good news for a sector that was lagging behind and had made drastic changes to its cadre and capacity.

The tourism sector in Sri Lanka, as a key foreign exchange earner, provides employment to thousands directly and indirectly. As a sector which is highly lucrative and possesses immense potential, the island nation is not limited in the resources it has to offer. Although some travel destinations are considered unique for a particular aspect or attribute, Sri Lanka goes beyond in offering diversity across the island. From beaches to mountains, dry zones to forests, and ancient monuments to museums, the island is vibrant, colourful and an evolving construct that brings together a multiplicity of language, religion and culture.  However, in spite of the diversity, the infrastructure that has increased capacity and connectivity, and the passion of personnel, the sector is yet to reach its pinnacle in terms of returns. Where does the problem lie and what can be done about it?

The tourism sector, like all areas of engagement in Sri Lanka, needs a complete overhaul, and should be aligned with that which is to be achieved through a national strategy. The lack of such a national strategy has resulted in ad hoc action, and sporadic bouts of energy, all of which fails to deliver the full potential of the sphere. While changing administrations have changed personnel in decision making positions and hence changed policy, a national policy that is arrived at through consensus of all stakeholders is yet to materialize. Similarly, understanding the synergy of tourism and other key sectors is one that is yet to be realized in Sri Lanka.

In Singapore, the Tourism Board is under the Ministry of Trade and Industry. Korea amalgamates Culture and Sports with Tourism in one ministry. Nepal brings together Culture and Civil Aviation with Tourism, while China couples Culture and Tourism in one entity. In Europe, Germany’s Federal Ministry for Economic Affairs and Climate Action formulates tourism policy, which is the same in the Netherlands. In Portugal, the Ministry of Economy guides tourism policy, and Spain incorporates Trade, Trade and Tourism into one ministry. In West Asia, it is found that similar practices have been adopted. In Dubai, the Ministry of Economy and Tourism develop the two sectors, while in Oman, Tourism and Heritage come under one ministry. In Bahrain, Industry and Commerce are joined with Tourism.

Identified as winning arrangements, the unification of tourism with critical areas of the state have resulted in formulas that have generated positive results, boosted countries and increased their returns. At present in Sri Lanka, incorporating Tourism and Lands into one ministry, baffles the analyst and undoubtedly the sectors in question, as well.

Sri Lanka is in dire need of a national strategy outlining the goals and objectives of the next couple of decades, and an action plan to achieve the same, in order to overcome the numerous challenges that beset the country. Into such a strategy, tourism needs to feature high on the list of priorities given the potential of the sector. Adopting slogans or changing heads does not contribute to tangible benefits. Instead a comprehensive exercise needs to be adopted to realize real change and harness the full potential of the industry.

A strategized plan, akin to those which are activated in neighbouring countries, will give tourism its due place of significance. All too often the focus is on mainstream markets. Many large countries generate large numbers of tourists, and do so for many other countries and not necessarily Sri Lanka only. The emphasis has been on these countries, especially in relation to roadshows and other promotional activities. Tapping into smaller countries in all regions, which have the purchasing power is essential so as to derive the most from Sri Lanka’s international relations and foreign representation.

Of heightened importance in Sri Lanka is the incorporation of tourism within the sphere of foreign affairs. While representatives of the Department of Commerce support the promotion of tourism in Sri Lanka’s foreign missions, it is not a sufficient arrangement. Often a single officer is required to promote trade, tea and tourism plus attract investment, which is a near impossible task for a single individual. Much greater human resource allocation, concerted policy formulation and strategized implementation is required. A common dilemma is funding. However, if one is to get the best out of a process, that which goes into that process has to be the best as well, otherwise the result is substandard. This has been experienced in Sri Lanka for quite some time, and successive governments believe that the panacea is merely adopting slogans and changing heads at the helm.

Sri Lanka possesses a national airline which is said to fly to 126 destinations in 61 countries. A joint strategy wherein the Ministry of Foreign Affairs, Sri Lankan Airlines and the tourism sector collaborate would yield much higher dividends. Further, Sri Lankan missions in capitals around the world, should be the key nodes liaising with airlines in their respective countries of accreditation and enhance the attractiveness of the island. These missions need to form the framework through which tourism is promoted. It cannot be left to individual ministries to conduct in their vacuums, and must instead be a joint effort, which is result oriented, reviewed periodically and overhauled when required to enhance the returns.

Within the country clear understanding is required of all that the country has to offer. For decades the island has relied on specific locations, cuisine or pageants. Little attention is paid to diversity, and therein lies opportunities that have been hitherto untapped. Going off the beaten track, researching interests of those who have already visited, and attempting to explore new avenues remains at the heart of the exercise of enhancing tourism in Sri Lanka. This information needs to be generated using the plethora of technology that is available, and disseminated it across the world in a multipronged attack that would make the world talk about Sri Lanka for all the right reasons and not keep harping on that which is not.

A small island, surrounded by tiny islands, possessing an abundance of wildlife, nature, terrain, norms and traditions, is undoubtedly rich. Its riches come from its profusion of resources and passionate people. It however lacks a cohesive strategy that would ensure the synergy of cooperation. Such a strategy would help the island nation recover from the man-made economic crisis, overcome the rigours of the attacks and pandemic, and surge into the 21^st century as a travel and tourism hub in Asia, far outweighing its competition in the region.

This article first appeared in the October 2022 edition of the HOTELIER Magazine of the Sri Lanka Hospitality Graduates Association (SLHGA)