More on giving the COVID-era traveler a memorable experience
“The term tourism industry is rather a misnomer as there is not one industry, rather a collection of both linked and also unrelated activities that make up what is termed ‘the industry”.
This means tourism cannot exist in isolation from the host community and public domain. Tourism does not export a product. It imports the clients to consume the product whilst receiving services in situ.
Apart from natural attractions (beaches, wildlife, and scenery) and historical places of interest, travel agent (online/offline), airlines and hotels, there are numerous other ‘support’ players that can make the visitors stay memorable. Promoting a destination can be of no use if the country fails to properly communicate to all those ‘players’ entrusted on delivering the promise. Information is power.
All that marketing spend will yield the best results and ‘spin off’ only when the internal customers– i.e. the airport porter, taxi driver, bank teller vendor and everyone else that the international visitor is likely to interact with, is aware of the needs and requirements to support the country’s tourism marketing efforts.
That smile, the positive response and attention to detail together with the appropriate level of skills and capabilities are critical elements that need to be showcased – not only by staff working in hotels and restaurant…but by every business-service-person which/who “touches” a visitor. This is a tough ask no doubt, but the inescapable fact is that the role of the public and private sectors are intrinsically linked, where one or the other or both, can either delight or destroy the visitor experience.
The common goal of promoting the destination in a sustainable manner is too good to be overridden by other agenda’s. Just as much as providing the World reasons as to why tourists should visit the destination, it is equally important that the information is dispatched to the community at large on an ongoing basis. Reasons on the importance of treating visitors properly and the cascading benefits it brings must be communicated to everyone. They must understand what is at stake and deliver the best aspect of their businesses.
Where Tourism Officials or related stakeholders do not demonstrate the required participation and drive to properly develop tourism, private organisations such as Hospitality Associations or Business Chambers need to raise the issues firmly, rather than submit to political influences or silo - commercial interest.
Remember, experience is a fragile commodity and it requires energy and synergy from all to be truly memorable.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
|
|
|
|
