Will Sri Lanka Tourism be able to stay on track?
Except age, everything else that goes up comes down
2024 marks a pivotal turning point for Sri Lanka’s tourism and hospitality sector. Travel demand is back to near pre-pandemic levels. However several challenges lie ahead.
A combination of continued socio-economic vulnerabilities, slow expansion of air routes capacity, uncertainty whether to be a ‘laid back’ or ‘grab and let go’ visa destination, talent and labour shortages, increased prices and service and quality issues, threaten to de-rail progress.
To keep Sri Lanka a special destination for travelers, the tourism industry must take the ‘5,000 mile view’ – a high-level, summary examination of the situation. Be methodical to go fast. Making global decrees without first understanding the art of the possible is a recipe for disaster. Methodically engage local stakeholders to avoid having to roll-back hasty announcement and to ensure equitable outcomes.
Significant investment is needed to close gaps that prevent conditions for the travel and tourism sector to thrive and grow in a proper direction. And that can only be realised through a robust strategic and inclusive approach. This includes prioritising actions, such as leveraging tourism by investing in structural development and a skilled workforce, and strategically managing worker behaviour.
The success of the island as a destination depends not only on how effectively it is marketed, but also on the overall experience of the tourist. Once that is achieved, it must not bask in the glory of success, but strive to constantly refresh the visitor experience in a qualitative perspective. This requires raising the superiority of the experience and the value of each tourist, rather than focusing solely on increasing visitor numbers.
For the industry to be sustainable, it must continually invest in upgrading the capabilities of the workers – not only of those employed in hotels and restaurants, but also the other stakeholders who, in this context are “any group or individual who can affect or is affected by the achievement or the industry’s objectives”. They include, apart from the tourists of course, the businesses providing tourist goods and services, which are the entrepreneurs, the government of the host community or area and the host community, i.e., the residents. Each of these stakeholders is critical towards successful tourism activities.
Everyone involved in the product and services supply chain must be made to understand the role they play in projecting the image of the country in the most positive manner. When a tourist, for example, who books and stays at a five-star hotel in Sri Lanka and receives service of the highest quality, provided by smartly attired guest-centric staff, visits a historical site in the cultural centre – only to encounter unshaven / unkempt attendants in drab crumpled and unwashed clothes – the mis-match of experiences is a huge disconnect..
A lot of negative publicity on social media due to the unscrupulous behaviour of some tuk-tuk drivers has spoilt the image of the country. Conversely, the honesty of some drivers in returning valuable personal belongings left by passengers has earned high praise on these platforms.
Once a source of excitement and fascination for tourists to the island, reports of tuk-tuk scams have now made many tourists apprehensive and wary. Not all tuk drivers are necessarily cheats ‒ in fact, only a handful engages in dishonest practices. Unfortunately they mostly operate in areas with a higher density of tourists and their actions defame the country’s image. Since they get away with impunity, more tend to replicate their despicable behavours. That must be stopped.
Training programmes to enable drivers involved in the tourism industry to gain insights into the workings of the tourist industry and mechanisms on how to provide better services to tourists; how to transport tourists safely, treat them fairly, courteously and stamp out harassment of any kind will have great overall impact.
Furthermore, such training should implant personal learning on their role in the industry; share knowledge of the nearby tourist attractions and the socio-economic benefits to the country, industry and the community as well as dignify the labour perception among that category of drivers.
The fact that tourists come to Sri Lanka to spend and enjoy themselves does not mean anyone has the right to take wrong advantage of them.
Ilzaf Keefahs is a freelance writer who enjoys focusing on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike. He delves into the heart of hospitality to figure out both customer service and consumer trends that impact the industry
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