http://www.sundayobserver.lk/2012/11/11/fea05.asp

Lanka on course to become leading travel destination

Shirajiv SIRIMANE in London

Chairman SriLankan Airlines, Nishantha Wickramasinghe, Deputy Minister for Economic Development, Lakshman Yapa Abeywardane, High Commissioner for Sri Lanka in the United Kingdom, Dr. Chris Nonis, Chairman Sri Lanka Tourism Promotion Burean, Baswara Gunaratne were among others at the signing of the Whale and Dolphin Conservation agreement

When President Mahinda Rajapaksa said a few years ago that Sri Lanka would attract 2.5 million tourists by 2016 certain pundits said the island would not attract even one million tourists. However, the country is well on course towards the one million arrivals target this year with September arrivals already passing the 693,000 mark and industry stakeholders now believe that achieving the 2.5 million target is also possible. The earnings from the industry for September was US $ 720 million and the country is well poised for the golden double of one million arrivals and one billion US dollars in revenue.

This is one reason for major global players such as Shangri-La, Hyatt, Four Seasons, Movenpick and Krrish,to invest billions of dollars in Sri Lanka and build hotels. These hotel chains do extensive market research before embarking on any project in another country.If Sri Lanka could attract less than one million tourists, these players would never look at Sri Lanka, said Chairman Sri Lanka Tourism Promotion Burean Baswara Gunaratne.

Sigiriya, a major tourist attraction

Speaking to the Sunday Observer in London, he said Sri Lanka would reach the 2.5 billion tourist arrivals figure well ahead of schedule. He said the Lonely Planet magazine and other international exposure for Sri Lanka have helped the island market itself as a valuable destination.

"However, the best tool we have to market in Sri Lanka is peace, which is hard to find in most countries," he said.While praising the Urban Development Authority for its beautification projects in the city, he said these too have helped tourism. "The tourists talk high of places such as the Dutch Hospital and Racecourse shopping centres which have been restructured, maintaining their colonial architecture," he said. He said in addition to peace, the mammoth development projects in the country have given a different perspective to tourists. "They no longer think of Sri Lanka as a poor and dirty country. They treat Sri Lanka with respect now," he said.

Ambassador for Sri Lanka in the United Kingdom, Dr. Chris Nonis said British arrivals to Sri Lanka are on the rise and this trend would continue. UK tourists account for over 22 percent of the total revenue from tourism.

Tourism projects

Deputy Minister for Economic Development, Lakshman Yapa Abeywardane said the Board of Investment (BOI) has already signed several agreements for tourism-related projects which is a clear endorsement of investor confidence in the industry. He said the Four Seasons group has purchased an island in Kalpitiya on a long-term lease, to the value of one billion US dollars to build a luxury resort.

It is predicted that three billion US dollars worth of foreign direct investments would come from tourism in 2016. There would be an additional 15,000 star-class rooms by then.

President Mahinda Rajapaksa, subsequent to setting up the 2.5 million tourist arrivals target, appointed Minister Basil Rajapaksa in charge of tourism and gathered all related industries under one ministry, enabling proper coordination among line ministries.

In addition, the Southern Expressway has boosted arrivals to the Southern Province while the opening of the Katunayake highway and linking it to the former would give more time for tourists to be in hotels, thus enticing them to spend more money.

To woo more British tourists to wed in Sri Lanka, Sri Lanka Tourism organised a mock wedding ceremony at the World Travel Market in London with Deputy Minister Lakshman Yapa Abeywardane acting as ‘father’ to the couple

At the World Travel Market London

Chairman SriLankan Airlines, Nishantha Wickramasinghe identified the Mattala airport, new cricket stadium and convention centre in Hambantota to cater to the MICE business segment as some key points, to attract more tourists. He said with Mattala, they can trigger another million arrivals and that Sri Lanka can attract 3.5 million tourists by 2013.

SriLankan Airlines has confirmed that it will be the first international carrier to operate from Sri Lanka's second international airport in Hambantota. The airline will operate its European flights to and from this airport from winter 2013. SriLankan will initially launch daily services to Europe and the Middle East, improving accessibility for tourists visiting the surrounding districts of the Southern, Central and Eastern regions of the country. The new airport will especially increase visitors to the Southern and Eastern beach resorts, wildlife safari parks and bird sanctuaries in addition to supporting the commercial and industrial development projects by catering to business travellers.

A stall at the World Travel Market in London

The airline has invested significantly in the airport's infrastructure and equipment including in hangars, engineering facilities, catering facilities and all ground-handling support facilities within the terminals.

The airline Chairman said they are proud to be part of this exciting new chapter in Sri Lanka's aviation history. "We are always looking to improve our offering to customers and the new airport will enable us to put on more flights per week, therefore providing customers with more choice and flexibility. We look forward to welcoming more customers on board which would give us the chance to demonstrate our excellent travel standards, namely comfort and quality of service."

"With visitor numbers steadily increasing and Sri Lanka being tipped as a must visit destination for 2013, the country is now firmly on the map as a holiday destination and the new airport will only serve to increase the number of tourists visiting our beautiful shores", he said.

Aviation industry

The new airport, being built at a cost of US$ 209 million, is expected to expand the local aviation industry while also being a catalyst for the country's economic development, enabling international trade, tourism, vocational training and employment. Tourist arrivals are expected to increase with an additional 10 to 15 percent in the first phase, growing to 30 to 40 percent year-on-year. The 2,000 hectare state-of-the-art airport has been designed to facilitate a large number of passengers at peak hours. SriLankan Airlines also became the first airline in the world to launch Project BLUEprint, in partnership with the group, Whale and Dolphin Conservation (WDC).

The airline and the wildlife charity will work together to jointly develop a community-based, responsible whale and dolphin watching industry off the coast of Sri Lanka and encourage responsible behaviour among local tour boat operators.

As well as raising awareness at a community level, SriLankan Airlines will show a film on their flights to highlight the WDC partnership. The airline will raise money for the charity through the on board sale of plush whales, with all profits going to the WDC.

The partnership will engage local stakeholders and wildlife tourism industries which will help fund and promote the project BLUEprint.

Sri Lanka is one of the best countries in the world to enjoy whale watching, with a variety of blue whales, sperm whales and 25 other cetacean species to be seen.

However, these beautiful creatures are increasingly threatened and endangered by a combination of irresponsible, unregulated whale watching and ship strikes."Raising awareness and educating the local community about responsible whale watching is of utmost importance in ensuring sustainable tourism. We are keen to relay the eco-tourism messages," he said. The Partners associated with the project include Jetwing Hotels and Keells Hotel Management.

The Government has presented legislation to Parliament under the Fauna and Flora Protection Ordinance to enforce strict guidelines in this regard.