Dealing with tourism targets set with numbers and the
attempt to seek higher yields, while protecting the base resources used for
tourism, is a dichotomy faced by most tourism planners and decision makers. Yet
it is the success a destination achieves in dealing with that duality that will
determine the destinations long term success. This column written for the ‘Financial Times, Sri Lanka’ in April
2010 is reposted today for your critical thought.
“Act local, think global” is a dictum tourism at exotic Asian destinations
such as Sri Lanka, can follow to achieve lasting success in her operations. The
success of Bali, Chiang Mai, Chiang Rai, Sabah, Sarawak, Penang, Palawan, Luang
Praban, Hue and several other similar destinations in Indonesia, Thailand,
Malaysia, The Philippines, Laos and Vietnam can be attributed to effective
execution of this phenomenon. Given the identified mega trend of the emergence
of a new type of consumer (traveler/ tourist) at the mid and high ends of the
market, who demands authentic experiences, rather than sub-standard duplications
of their own at destinations they visit, we stand in good stead in offering what
is our own with consistent clarity and quality.
As a destination that has so much in such a small space, Sri Lanka can be
compared to one big natural theme park. We do no need to create superficial
experiences or events to stand tall among other destinations or in competing
with them. Our many cultural and religious festivals/events, village ‘polas’ or
trading fairs, traditional craft-villages, heritage sites, virtually un-spoilt
serene beaches and fishing communities and rural lifestyles all offer unique and
exotic sensual experiences to visitors to this land. What we need, in my opinion is to get the
basics right at the destinations. These include ensuring comfortable movement
by road/water and air as may be required, safety of visitors at all locations,
provision of facilities such as toilets and comfort centres, access to good interpretation
and information facilities, descriptive location signage, an environment free
of hassle from touts offering socially unacceptable services and a posse of
well trained service personnel at all levels of operation.
Emergence of many real domain and Internet based institutions covering
responsible travel to exotic destinations is indeed testimony to this emerging
trend. The World Hotel Link (WHL) Group that was established in 2002 with IFC /World Bank support is one such organization. It
is a group that brings together companies from
around the world, forming the largest global network of local-travel companies to
help travellers find unique ways to experience a destination. On a forum within
the network (www.whl.travel), a request was made by Clare Evans, Vice President
of Unusual and Unique Hotels of the group. The request called for a response to
the question “Do you know of extraordinary hotels (accommodation facilities)
that are completely different from the norm?, a teepee, tree house, a cave, a
glass house etc.” and went on to state that she was interested in helping them
become celebrated and be on every traveler’s ‘must experience’ list. My
response cited some of Sri Lanka’ gems: the Kumbuk River Resort, Boulder
Gardens, Jetwing Kurulubadde and Ulpotha.
These and many others like them are niche developments that can only cater
to a few visitors at a time. While they can generate higher yields, even a few
hundreds of them would not be sufficient to meet the volume targets of 2.5
million visitors, with over US$ three billion in revenue as stipulated in the
government’s future plans for tourism. As a destination that banks on natural
and cultural resources to attract visitors, Sri Lanka faces a dichotomy in
dealing with this aspect of duality between the need for volumes, while assuring
sustainability of resources that support our tourism.
A former chief of the Pacific Asia Travel Association and a ‘guru’ of mine
in tourism Mr. Kenneth Chamberlain, referring to a similar situation, once recommended;
“If you want to do damage at a destination by having large numbers of tourists,
do not spread them all over that destination. Have them all within a single resort”.
We have over 4,000 acres of land dedicated for tourism development at Kalpitya
and are about to take on its development. Kalpitya as a low lying coastal
region with similar contours faces a threat as the Maldives, where the area
could submerge, with rising sea levels within this century. Given that it is a
perishing resource, Kalpitiya can perhaps serve as a mega Macau or Las Vegas
style gaming resort, where casinos can be set up to serve the needs of the mass
Chinese, Indian and rest of Asia’s demand for gambling. Macau Special Region of
China which in 2002, expanded its gaming licenses to accommodate few other US
companies, within a short seven years has become a bigger money spinner than
even Las Vegas itself.
Singapore, a country that resisted gaming on its shores earlier, with “over
our dead bodies” type declarations by its leaders, is now lured by the rapid capacity
to earn from this activity. Malaysia has managed the duality aspect of
facilitating gaming, while conserving its Islamic culture by setting up a
gaming center at Genting Highlands, where access to its Malay citizens is
barred.
A gaming resort at Kalpitiya can be also be provided with direct access
from the Colombo airport by rail, road and fast ferries with exclusive
transport services and all its activities can be contained within, preventing
spill-over to the rest of the country. Those tourists do not need to traverse
the rest of the land, thus assuring our ability to operate a sustainable and
socially responsible niche tourism activity. While rapid gains and higher
yields can be generated, such a resort can become a money-spinner to support
the rest of the development efforts of our country, while keeping it as an
exclusive enclave for gaming for as long as Kalpitiya’s land remains in tact.
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