Without synergy, tourism as an agent for the development of destinations can go south
For any country to succeed in tourism it must overcome enormous economic, political and social barriers. For tourism - particularly international tourism to flourish, a nation needs to be peaceful and safe.
The coronavirus sent the world into an indeterminate state, where the pandemic associated with panic reigned supreme for a while. Thankfully, COVID-19 is on the wane whilst recovery is on the up. In this aftermath, countries, especially developing countries, with ambitions to re- build a successful tourist industry need to tackle internal instability and provide a safe environment for potential visitors.
Key challenges must also be addressed if peace-enhancing benefits from this industry are to be realized. These include investments in infrastructure and human capacity, the development of inclusive national strategies, the implementation of regulatory frameworks, robust mechanisms to maximize in-country foreign currency earnings, and unrelenting efforts to reduce crimes and harassment in any form.
For Sri Lanka, it is a huge challenge, which apart from addressing all of the above, requires a complete review of its current tourism values and supply chains and a national strategy that doesn’t get too fixated on arrivals and receipts.
One word that springs to mind is ‘Synergism’ – which by definition represents the combined, simultaneous, correlated actions of diverse entities to work together, where the total effect is greater than the sum of their individual effects. Tourism development requires systemic thinking and strategies that consider the tourism industry as a whole, i.e. going beyond investing and monitoring only standards in hotels and restaurants. It must be all encompassing – from the time the tourist arrives to the moment he / she leaves the country.
It must include those involved in transportation and visitor attraction sites, those who manage a local shop, are bank tellers, even customs and immigration officials - infact all of the public and private sectors that mingle and intertwine to create a memorable journey for the visitor. And this can be only done by educating the entire community. These front line players must understand what is at stake and represent the best aspect of their businesses and positions. They must have awareness for their role towards championing the destination.
A recent video upload by two foreigners who visited the country in January 2023, which went viral, highlights some negatives that battered the ‘good’ experiences they encountered during their stay. They included guys jumping into their path from the shadows yelling “Tuk tuk?’ every few meters when taking a peaceful after dinner stroll; cat calling and stalking female tourists – especially when they walk alone, overtly friendly locals armed with countless travel scams intent on attempting to take their money and so on. These are experiences that create memorable encounters of an unpleasant kind.
Sri Lanka has a reputation for hospitality because our social compass pivots on a tradition of care and understanding. Sri Lankans in general are recognised for their warmth and friendly nature and this has had a positive ‘rub-on’ effect on the island’s hospitality industry. The famous Sri Lankan smile helped market and sustain our hospitality industry. But all that is in the past – it can no longer be relied upon nowadays.
If the country wants to eventually position itself as a high-end travel destination, it requires an all encompassing superior standard of service – one that that goes beyond hawking friendliness.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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