Tourism Strategic Plan 2017 To 2020 PDF

Sri Lanka Tourism
Strategic Plan
2017-2020
Ministry of Tourism Development

and Christian Religious Affairs
1
Contents
Tourism in sri Lanka: a sTory of unTapped poTenTiaL 3
inTroducTion: expanding The VaLue proposiTion sTraTegic direcTion & sdgs 4
chapTer 1: improVing goVernance & reguLaTion 21
chapTer 2: undersTanding VisiTors 31
chapTer 3: markeTing and communicaTing effecTiVeLy 45
chapTer 4: deVeLoping susTainabLe desTinaTions 57
chapTer 5: LifTing indusTry sTandards 77
chapTer 6: engaging The Workforce and communiTies 93
main annexes 109

Tourism in Sri Lanka:
A Story of Untapped Potential
A transformation of the tourism industry is required To achieve these ambitions, a variety of stakeholders
to make Sri Lanka competitive in the global travel must be involved to ensure that:
market place. This is the context and rationale for > Visitors have more opportunities to spend on
this Tourism strategic plan (Tsp), which recommends extraordinary experiences, with more value added
actions and implementation mechanisms for the next sites to visit and stay longer.
four years, with a long-term view toward Tourism Vision > communities are active participants in delivering the
2025 and achieving the united nations (un) sustainable memorable experiences.
development goals. > investors have access to hassle-free opportunities
and partnership prospects.
Tourism in Sri Lanka has been a story of untapped > a skilled, service-oriented workforce is better
potential. The country is missing opportunities to equipped to engage in higher-value tourism
increase investment and jobs and to use tourism services.
revenues to conserve the environment and sustainably > government is well coordinated and consistent,
support communities in all parts of the island. prioritising sustainability and using reliable data to
make decisions.
growth in the sector — visitor numbers, investment
projects and international interest — has taken place The industry is poised to offer great growth and
predominantly organically, without a deinite vision and investment potential. The underlying goal of all efforts
without coordinated planning. Visionary and strategic is to improve visitor experiences so that they are world
guidance for brand positioning as well as plans and class and sustainable while still being irmly rooted in the
policies for value addition have not been consistently inherent natural, cultural, historic and social capital of sri
executed. Lanka and its people.
Fundamentally, the ambitions of this TSP are to increase By 2025, it is hoped that Sri Lanka will be identiied
revenue for the country, support local communities, and as a place for memorable, authentic and diverse
increase tourism on a sustainable platform. tourism experiences.
ROOTED IN THE PEOPLE,

PLACES, NATURE, HISTORY,
HERITAGE AND VALUES
3
Introduction
In Sri Lanka, tourism is the third largest export much of the talent pool in the hospitality industry
earner in the economy, after remittances and textiles emigrated to other, safer parts of the world. in the years
and garments. in the past ive years, growth in visitor since the cessation of the civil war in 2009, sri Lanka’s
numbers has been unprecedented, averaging more than economy, particularly its tourism industry, has been
22% year on year, of which 80% to 90% was visitors growing rapidly.
coming to sri Lanka on holiday. in 2015, 1.8 million
international visitors came to sri Lanka, stayed an average although the tourism industry is expected to continue to
of 10.1 days, and generated an estimated us$2.98 grow, poor planning and management of this growth
billion1. in 2016, international visitor arrivals reached and limited diversity of markets and products is
over 2 million and revenue generated was approximately contributing to a lack of value-adding opportunities
us$3.5 billion2. and limiting per capita visitor expenditure. as visitor
numbers increase, there is mounting pressure to manage
Sri Lanka is an increasingly popular destination for environmental impacts in areas of high tourist use,
international travellers, as well as for expatriates for land use in high tourism potential areas, to access
returning home to visit friends and relatives. in 2013, appropriately skilled human resources, and to maintain
Lonely planet nominated sri Lanka as the #1 destination tourist service and product quality standards.
in the world to visit. in 2015, forbes magazine ranked
the island among the “top ten coolest countries” to It can already be seen in certain areas that the
visit. global inluencers including condé nast Traveler, rush to develop and expand tourism in Sri Lanka is
rough guides, Lonely planet, the guardian, and the harming the natural environment and excluding local
new york Times identiied sri Lanka as a top location to communities and local content — the very foundation
visit in 2016. and uniqueness of the Sri Lankan travel experience.
internationally, travel and tourism generated us$7.2 Community engagement is critical for tourism to take
trillion in 2015, accounting for 9.8% of global gross root in local destinations, to build local pride, to mine
domestic product, and 1 in 11 jobs worldwide were local tangible and intangible assets, to motivate more
in the travel and tourism sector3. The government of people to be trained, and for beneits to low to local
Sri Lanka recognises the importance of developing households. The general population still does not view
tourism and the potential it has to create jobs (the tourism as a sector that is good enough for their children
tourism sector reportedly provided more than 319,000 to build careers in. These cultural and social perceptions
local jobs in 20154), encourage domestic and foreign will change only if communities are fully engaged in the
investment, and promote conservation practices. process of developing tourism and feel empowered to be
proud custodians, as well as beneiciaries, of the valuable
Hitherto, the sector has not fully captured its true endowments around them.
potential and thus has not reaped the expected
beneits. in part, sri Lanka’s untapped potential is a based on the Tourism area Life cycle5, a tool for framing
symptom of the decades-long civil war, during which the development of a destination, sri Lanka is in its
large parts of the island were unsafe to travel to, and infancy and is at a critical juncture (figure 1).
infrastructure was not maintained. also during this time,
tourism operators were limited in the products and To continue up the growth curve, the Sri Lankan
services they could offer. The risks of taking visitors to tourism sector must reframe its value proposition
places and experiences outside the large resorts were to conserve assets, develop and better deine new
high. for instance, there were extensive restrictions markets and products, and include and involve
on marine-based tourism activities, and there was no citizens and local communities as participants in the
opportunity to develop the domestic civil aviation sector. tourism economy6.
international travellers saw sri Lanka as a cheap Expanding the Value Proposition
destination where the product was limited to sun, sea
and sand, and holidays to sri Lanka were traded on price; Sri Lanka’s prospects for sustainable tourism growth
operators survived only by offering low rates. There was are therefore at a critical juncture. building on
limited reinvestment because margins were small. steadily growing visitor interest over the past ive years
4
FIGURE 1: Sri Lanka’s Tourism Life Cycle
The exploration stage is the beginning of

Rejuvenation destination development, when “explorers” visit
Stagnation an area and the tourism infrastructure is limited
CRITICAL RANGE OF (e.g. Mannar).
ELEMENTS OF CAPACITY
Consolidation The involvement stage comes with the
NUMBER OF TOURISTS
Decline increasing number of visits that attracts local

investment in tourism and public investment in
infrastructure (e.g. Kalpitiya).
The development stage is a period characterised

by increased foreign direct investment and a
Development range of visitors and market segments, driven by
heavy advertising. The population in the
destination accepts tourism (e.g. Colombo,
Negombo, Kandy).
Involvement
In the consolidation stage, the main income of
Exploration the local economy comes from tourism, and visit
levels continue to increase but at a decreasing
rate. Extensive efforts in advertising and
TIME
marketing are made to overcome seasonality and
develop new markets. The local people fully
appreciate the importance of tourism. The growth
rate begins to slow.
Overall, Sri Lanka’s tourism industry today lies
Stagnation occurs when visitor numbers peak,
along the continuum from exploration to capacity limits are reached, and the area is no
development, depending on the destination. longer fashionable. New visitors are few, and the
destination relies on repeat visits and conventions
for business.
source: butler, r.W. 1980. “The concept of a Tourism area Life cycle of evolution: implications for management of resources.” The canadian
geographer 24 (1): 8.
and sri Lanka’s exceptional island-wide natural and At present, visitors and major investments are
cultural endowments, the government of sri Lanka has concentrated in clusters and corridors around colombo
positioned tourism as a central pillar of the economy. The as a commercial hub, the beaches of the south coast,
government is determined to nurture world-class visitor yala national park, the tea estates and forests of the
experiences irmly rooted in the inherent natural, cultural, hill country, and the historic and religious heritage
historic and social capital of sri Lanka and its people, and of the cultural Triangle. potential economic beneits
to ensure that these experiences generate island-wide are only trickling to other areas of the country, which
economic value. This intended expansion of Sri Lanka’s have untapped tourism assets. it is a priority for the
tourism value proposition is at the heart of this four- government to address these geographic and economic
year strategic plan. inequalities, informed by accurate, up-to-the-minute
market intelligence, asset mapping, and data collection
current demand patterns — origin of visitors and what and analysis.
they consume in sri Lanka — suggest there is potential
to improve sri Lanka’s market mix by targeting high- a brief summary and analysis of the current situation
growth-potential niche (and other mainstream but indicates its shortcomings and provides a basis for a four-
underdeveloped) markets compatible with sri Lanka’s year strategic plan that supports Tourism Vision 2025.
emerging value proposition. in general,
> sri Lanka’s tourism product and market mix lack
deining, expanding and sustaining these markets also diversity
depends on expanding products and services, which in > sri Lankan tourist products and services miss the
turn requires more-specialised jobs and more-focused potential to add value along the supply chain
product deinition and market interventions. > Sri Lanka’s tourism product and market mix lack
diversity
5
more than 85% of visitors to sri Lanka are travelling could inluence this considerably. There are clear
for leisure and participate in mainstream activities such seasonal variations in overall visitor arrivals, but it can
as going to the beach, visiting historical and cultural be seen that this trend is more nuanced when looking
sites, and viewing wildlife, following a well-beaten path at visitors according to country of origin. deeper
established in the 1970s (map 1)7. There are abundant analysis of the purpose of visit from different countries
resources and investment opportunities in addition to of origin could form the basis of more-targeted
these basic activities that could signiicantly expand the marketing strategies (see chapter 2).
economic footprint of the tourism sector. developing
these further is necessary for sri Lanka to disperse > Sri Lankan tourist products and services miss
visitors more widely around the island but also to the potential to add value to the supply chain
expand the value, diversity and quality of the overall
experience. Visitors also tend not to return to sri Lanka overall, the visitor experience could be improved,
because they may feel they have “seen everything” on beginning with destination planning to consider the
their irst trip, or it was not up to expectations. visitor experience from entry to exit. Improvement of
the visitor experience has the added effect of being
accommodations are a key building block for any a positive promotion tool and is an opportunity for
destination, and it is indicative that more than 95% job creation, entrepreneurship and innovation.
of sri Lanka’s oficially registered room stock is
distributed around this popular route. The pattern When products and services are more homogenous
is similar for unregistered rooms such as those sold and commodiied (e.g., a package holiday to a beach
through airbnb, booking.com and agoda. resort), there is a tendency for operators to undercut
each other in a price war to the bottom to gain market
To note, unregistered rooms are also appearing in share of a relatively inelastic demand situation. This
areas outside the main circuit. for instance, a large has been the case for sri Lanka’s tourism industry.
proportion of room stock in areas such as kalpitiya, economic research shows that there is more demand
Jaffna, arugam bay and ella is not yet registered and price elasticity where value is added to consumer
with the sri Lanka Tourism development authority products, which is also true of destinations.
(map 2). however, it is important to acknowledge the
role these early investors have played in providing for instance, experiences such as whale watching can
accommodations in new areas from which visitors garner high prices because of their market appeal,
can access activities and attractions in emerging but the current lack of value addition and poor
destinations. management in sri Lanka does not justify it.
The local and national governments have an important a spot price check for 3-hour whale watching
role in planning and managing destination growth. excursions reveals that sri Lanka is priced on average
This role is especially important in the early stages of at only us$26 per person, whereas internationally, the
destination development, when the unique character closest in price is $78, and the highest price charged is
of a place and its people is intact. The strengths and in greenland, at $1208.
settings of Sri Lanka’s natural, historic, and cultural
assets — tangible and intangible — will position Sri similarly, national park entrance fees for non-resident
Lanka competitively for years to come. foreigners in sri Lanka are lower than in many other
countries9, and although this may be an enticement
diversity of source markets and the market mix within to visit, again, the quality of the experience falls
them is as important as the development of diverse far short of expectations. also, the opportunity to
accommodations, activities, products and services. add value for the consumer, in terms of quality of
Visitors from the united kingdom, Western europe, experience, and for the supplier of services, in terms
china, and india make up more than 62% of sri Lanka’s of being able to charge more, are lost. This loss of
leisure visitors, and their own domestic economies value also compromises the sustainability of the parks.
and traditional travel patterns heavily inluence these furthermore, visitor satisfaction and a sense of value
source markets. for experiences that are in high demand are not met,
which is likely to result in poor consumer reviews10.
although current travel trends to sri Lanka are seasonal
(figure 2), improving the market and product mix (more details in ensuing chapters.)
6
MAP 1: Sri Lanka’s main transport and tourism sites
ait Point Pedro

Str
P alk
Jaffna
Delft Island Chundikkulam NP
Killinochchi
Palk Bay
Mullaittivu
Talaimannar Maankulam
Mannar
Madhu
Madhu Road NP Kuchchaveli
Gulf of
Vavuniya
Mannar Nilaweli
Trincomalee
Naval Bay of
Wilpattu NP Headworks S Muttur
Mihintale Bengal
Anuradhapura
Kalpitiya Kaudulla NP
Somawathiya NP
Minneriya
Puttalam Habarana Flood Plains NP
Sigiriya Polonnaruwa
Giritale Passikudah
Valaichchenai
Dambulla Kalkudah
Yapahuwa
Wasgamuwa NP
Batticaloa
Kattankudi
Chilaw
Maduru Oya NP
Kurunegala Matale
Laccadive Kalmunai
Knuckles FR
Sea Mahiyanganaya
Pinnawala Kandy Ampara
Peradeniya
Negombo Kegalle
Gal Oya NP
Gampaha Kitulgala
Nuwara Eliya
Badulla
Colombo Lahugala Kitulana NP
Hatton Ella Pottuvil
Bandarawela Arugam Bay
Moratuwa Horton Plains NP Monaragala
Haputale
Ratnapura
Kumana NP
Kalutara
Udawalawe NP Yala NP
Bentota Sinharaja FR Lunugamvehera NP
Kataragama
Kosgoda Dedduwa
Ahungalla Deniyaya
Balapitiya Tissamaharama
Hikkaduwa Bundala NP INDIAN

Hambantota
Galle Weligama OCEAN
Unawatuna Tangalle
Koggala Mirissa
Matara Dondra Head
note: np national park, fr forest reserve, s sanctuary
7
MAP 2: Most popular touring route visiting some of Sri Lanka’s tourism sites
ait Point Pedro MAIN TOURING CIRCUIT

Str
P alk MAJOR TOURISM HUBS
MAIN ROADS
Jaffna SECONDARY ROADS
Delft Island
RAILWAYS
Killinochchi MAIN PROTECTED AREAS
Palk Bay
Mullaittivu MAIN TOWNS AND VILLAGES
PROVINCIAL CAPITALS
Talaimannar Maankulam
Mannar
Madhu
Kuchchaveli
Gulf of
Vavuniya
Mannar Nilaweli
Trincomalee
Bay of
Muttur
Mihintale Bengal
Anuradhapura
Kalpitiya
Minneriya
Puttalam Habarana
Giritale Passikudah
Valaichchenai
Dambulla Kalkudah
Yapahuwa
Cultural
Batticaloa
Triangle Kattankudi
Chilaw
Kurunegala Matale
Laccadive Kalmunai
Sea
Kandy Mahiyanganaya
Peradeniya
Negombo Kegalle
Gampaha Kitulgala
Nuwara Eliya
Badulla
Colombo
Hill Country Bandarawela Arugam Bay
Moratuwa Monaragala
Haputale
Colombo
Ratnapura
Kalutara
Bentota Yala
Kataragama
Dedduwa National Park
Kosgoda
Ahungalla Deniyaya
Hikkaduwa INDIAN
Hambantota
Unawatuna Tangalle
Koggala Mirissa
Southwest Matara Dondra Head
Coast 0 25 50 Kilometers
8
MAP 3: Accommodation concentrations around Sri Lanka
ait Point Pedro ACCOMMODATION

Str
P alk ADVERTISED ON AIRBNB*
MAIN ROADS
Jaffna SECONDARY ROADS
Delft Island RAILWAYS
Killinochchi MAIN PROTECTED AREAS
Palk Bay MAIN TOWNS AND VILLAGES
Mullaittivu
PROVINCIAL CAPITALS
Talaimannar Maankulam *As of September 2016
Mannar
Madhu
Kuchchaveli
Gulf of
Vavuniya
Mannar Nilaweli
Trincomalee
Bay of
Muttur
Mihintale Bengal
Anuradhapura
Kalpitiya
Minneriya
Puttalam Habarana
Giritale Passikudah
Valaichchenai
Dambulla Kalkudah
Yapahuwa
Batticaloa
Kattankudi
Chilaw
Kurunegala Matale
Laccadive Kalmunai
Sea Mahiyanganaya
Peradeniya
Negombo Kegalle
Gampaha Kitulgala
Nuwara Eliya
Badulla
Colombo
Bandarawela Arugam Bay
Moratuwa Monaragala
Haputale
Ratnapura
Kalutara
Bentota
Kataragama
Kosgoda Dedduwa
Ahungalla Deniyaya
Hikkaduwa INDIAN
Hambantota
Unawatuna Tangalle
Koggala Mirissa
Matara Dondra Head
0 25 50 Kilometers
9
FIGURE 2: Seasonality Index
150
140
130
120
Index value
110
100
90
80
70
60
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Average (2009–14) Average (2015–26)
source: sLTda, sri Lanka Tourism development authority
Unleashing Sri Lanka’s Potential: The existing fragmentation of the planning, management
and policy making related to tourism assets11 and
A Journey of Transformation the associated and overlapping legal, regulatory and
Successful development of tourism requires vision, institutional responsibilities are core challenges to
planning and strategic commitment to actions to address in transforming the way sustainable tourism
achieve that vision. The untapped potential of tourism development is planned and managed in sri Lanka. The
in Sri Lanka will require committed, sustained support Tsp identiies pragmatic approaches, based on global
from all stakeholders, especially government and the best practices but relevant to the local context, that
private sector. contribute to a whole-government, whole-community
approach to the tourism sector.
This Tourism strategic plan (Tsp) deines a framework
and a transformation agenda intended to expand This four-year Tsp indicates steps and actions necessary
tourism’s economic footprint to underused natural, to move toward sri Lanka’s Tourism Vision 2025. To
cultural, geographic and human resources in sri Lanka. achieve the government’s high-level objectives and
economic, environmental and social sustainability, from address a range of identiied systemic failures, six
the local level to the national, underpin every action transformative themes have been developed, with
recommended. corresponding core strategies. The strategic plan is based
on extensive consultation with stakeholders over eight
furthermore, sustainable tourism is founded on — months; stakeholders included large and small companies,
sometimes-fragile — intersecting social, cultural, entrepreneurs, conservation organisations, education
environmental, political and economic ecosystems that, in bodies, and relevant central government agencies and
an island context, are especially challenging to manage. provincial governments (see main annexes, page 116).
STRATEGIC SYSTEMIC TRANSFORMATION CORE

DIRECTION FAILURES THEMES STRATEGIES
10
i) STRATEGIC DIRECTION
The strategic policy being adopted for tourism in sri Lanka is to strengthen and nurture the roots of people, places,
and natural and cultural heritage and to add economic value to these inherent assets throughout the island. This is
encompassed in sri Lanka’s roots philosophy.
ROOTS PHILOSOPHY
Celebrate Sri Lanka

Tourism is rooted in the people, places, heritage, and values of the country
Tourism can promote a sense of place and belonging and a voice for every community
Tourism should be used as an income generator to protect, conserve and enhance Sri Lanka’s
natural environment as well as the tangible and intangible cultural and historic assets
This Roots Philosophy should govern policy, planning and development to build economic, social,
environmental and local capital
Visitors, both domestic and international, are guests in the country
The Vision deines a desired future reputation. it draws inspiration from the 13th century explorer marco polo’s
description of the island as “the inest island of its size in all the world” and from market research conducted into sri
Lanka’s value proposition.
VISION
To be recognised as the world’s inest island

for memorable, authentic and diverse experiences
[MADE in Sri Lanka]
The mission sets an agenda for transformation — improved quality of services and service delivery that will lead to
greater local creation and retention of revenue, investment in human resources and skills, and improved coordination
and collaboration between government institutions, the private sector and local communities.
MISSION
To be a high-value destination offering extraordinary experiences

that relect Sri Lanka’s natural and cultural heritage,
are socially inclusive and environmentally responsible,
and provide economic beneits to communities and the country.
“high value” means that every aspect of tourism must ensure quality and yield, and not be volume driven. it does not
denote sri Lanka as an expensive, luxury-only destination.
The roots philosophy advocates that value not be viewed solely in a monetary sense, but in terms of the experience,
authenticity, diversity, community and sustainability. also, there must be value for money in every category of
experience.
11
There is a desire to set ambitious targets, but these must be balanced with the effect of “over-tourism”, for instance
on food security, housing and local culture. High-level national economic objectives for the entire industry are listed
below12. considerable research is required to gather more-reliable data and to analyse growth trends and opportunities.
(more details in ensuing chapters).
HIGH LEVEL OBJECTIVES FOR 2020
TOURISM TO BE SRI LANKA’S #3 NET FOREIGN EXCHANGE EARNER,

WITH A TARGET OF US$7 BILLION EARNED IN 2020.
in 2015, tourism was the #3 foreign exchange earner, at us$2.98 billion.
in 2016, tourism was #3 once again and earning us$3.5 billion.
TOURISM AND ITS SUPPORTING INDUSTRIES TO EMPLOY 600,000 SRI LANKANS,

WITH WOMEN ACCOUNTING FOR 10% OF THE WORKFORCE.
in 2015, 319,436 people were employed in the tourism sector. female employment has not been
calculated in oficial statistics.
TO INCREASE DAILY SPENDING PER VISITOR TO US$210.

in 2015, the daily spend was us$164.
during the 70th session of the un general assembly, 154 heads of state or government adopted the 2030 agenda for
sustainable development along with 17 UN Sustainable Development Goals (sdgs). although all of the sdgs pertain
to tourism to varying degrees, three in particular strongly feature tourism — sdg8, sdg12, and sdg14 (highlighted
below). sdg11 and sdg15 are also important.
UN SUSTAINABILITY DEVELOPMENT GOALS & TARGETS
SDG8: Promote sustained, inclusive, and sustainable economic growth; full and productive
employment; and decent work for all
by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes
local culture and products
SDG12: Sustainable consumption and production patterns

develop and implement tools to monitor the effect of sustainable development on sustainable tourism,
which creates jobs and promotes local culture and products
SDG14: Conserve and use the oceans, seas, and marine resources for sustainable development
by 2030, increase the economic beneits of small island destinations and low-income countries from the
sustainable use of marine resources, including through sustainable management of isheries, aquaculture,
and tourism
The un has declared 2017 the “international year of sustainable Tourism for development”. This is itting for sri Lanka
as the country embarks on a journey of transformation of its tourism sector.
sri Lanka’s Tourism Vision 2025 and sri Lanka’s roots philosophy are aligned with the sdgs, and speciic core
strategies and actions have been developed in the ensuing chapters of the Tsp to achieve them, namely:
> chapter 4 on developing sustainable destinations, particularly the Transformative Tourism projects (TTps)
(section 4.3.4)
> chapter 5 on lifting industry standards
> chapter 6 on engaging the workforce and communities, particularly the local community focus
(sections 6.2.2 and 6.2.4)
12
The central aim of the Paris Agreement is to strengthen the global response to the threat of climate change by
preventing the global temperature from rising by more than 2 degrees celsius this century. one hundred and ninety-
ive countries, including sri Lanka, signed the agreement. efforts need to be made to lower greenhouse gas emissions
and build climate resilience. Sri Lanka’s Tourism Vision 2025 and Sri Lanka’s Roots Philosophy emphasise eco-
friendly practices and green principles for tourism.
This Tsp and the tourism institutions will work closely with the relevant authorities and existing national plans and
strategies to achieve the sdgs and mitigate the effects of climate change.
based on the national economic objectives and the un sdgs, seven guiding principles for sri Lanka’s tourism industry
have been identiied.
GUIDING PRINCIPLES
1. CAPTURING THE BENEFITS OF TOURISM FOR SRI LANKA

The tourism industry makes a signiicant contribution to the growth and diversiication of sri Lanka’s
economy. it should be considered a key pillar of the economy and a priority in government decision-
making. facilitated by the public sector, the private sector should play a lead in the development of the
tourism industry.
2. DEMOCRATISATION OF ECONOMIC PARTICIPATION

Tourism should result in optimal economic beneit to sri Lanka’s economy by maximising net foreign
exchange income, spreading development throughout the island, and creating gainful employment for
sri Lankans. Tourism growth should stimulate and deepen the value chain and ensure viable, long-term
economic operations, providing socioeconomic beneits that are fairly distributed to all stakeholders.
3. CONSERVATION AND WORLD-CLASS MANAGEMENT OF ASSETS

Tourism development should promote the conservation and enhancement of sri Lanka’s natural
environment and its historical, social and cultural heritage, avoiding harmful effects. it should make
optimal use of environmental resources — maintaining essential ecological processes and helping to
conserve natural biodiversity.
4. LOCAL COMMUNITY INVOLVEMENT

Tourism should respect the sociocultural authenticity of host communities, conserve their built and living
cultural heritage and traditional values, and contribute to intercultural understanding and tolerance.
Tourism development should involve local communities in a real, holistic capacity. strong political
leadership, including regional and local government, should foster informed, wide participation of all
relevant stakeholders and support consensus building.
5. MEMORABLE EXPERIENCES ROOTED IN HERITAGE

all tourism services and activities should be visitor-centric and rooted in the environmental, religious,
social and cultural heritage of sri Lanka. They should provide a high level of visitor satisfaction and ensure
a meaningful visitor experience, providing learning opportunities and raising awareness about best
tourism practices.
6. RESPONSIBLE DESTINATION MARKETING

sri Lanka should be marketed responsibly to highlight the country’s distinctive environment, traditions
and attractions. efforts should also be made to dispel longstanding misconceptions about the country and
the tourism sector.
7. SAFETY AND SECURITY FOR ALL

a safe and secure environment should be ensured for all visitors, investors and communities, as well as
animals.
13
(ii) SYSTEMIC FAILURES
To move toward the vision and objectives of expanding sri Lanka’s tourism value proposition through world-class
visitor experiences, a transformation in thinking and planning for tourism is required. sri Lanka’s tourism industry,
in particular the role that the public sector plays, requires a systemic rethinking and reorganising to address the
following failures.
COORDINATION
FAILURES
INSTITUTIONAL RESOURCE
FAILURES FAILURES
MARKET
FAILURES
COORDINATION FAILURES
Poor coordination and communication between government ministries, institutions and stakeholders
with respect to tourism planning, tourism asset management and tourism destination management.
The distribution of tourism-related responsibilities across multiple agencies and government levels
complicates this. similarly, there is poor communication and coordination with other tourism stakeholders
(e.g., with respect to conservation, education, small and medium enterprises (smes)), which contributes
to conlict in land use13, and complicates and slows administrative and decision-making processes.
INSTITUTIONAL FAILURES
Deicient and politicised leadership and management at all levels of government. There is a greater
emphasis on institution and infrastructure building than on core functions. political interference has
hindered overall output of government agencies and progress on key growth initiatives.
Limited awareness and participation in tourism by host communities. This has caused conlicts
between local communities, institutions and investors and has negatively affected local perceptions of
tourism-related fdi projects.
Inadequate attention to cultural heritage conservation and natural habitat preservation. initiatives to
monitor over-visitation and promote animal welfare and natural habitat regeneration are not prioritised.
There has been a reliance on regulation to manage quality, safety and standards, but limited enforcement
of the regulations. in addition, rent-seeking practices subvert the regulatory process.
14
RESOURCE FAILURES
Limited emphasis in the public and private sectors on human capital development and on an inclusive
employment agenda across the tourism and hospitality value chains. in addition to the shortage of
skilled staff at all levels and professions, this has led to a failure to identify and foster talent. Women are
highly under-represented in the sector, particularly in comparison with other regional destinations.
Lack of comprehensive visitor research and data, ongoing research into products and markets, and
market intelligence. research into alternative attractions and niche and emerging market segments is
limited, which limits the effectiveness of product development decisions and marketing strategies, as well
as the ability to address seasonality and to make the most of regional attributes.
Lack of access to investment and inancing, especially for SMEs and women, and high capital costs.
for example, high land prices in certain areas hinder independent small businesses. construction costs
are high as a result of the high cost of inputs (e.g., steel, cement, aluminium, tile), and in some cases,
there is over-engineering of resorts, which adds to costs.
MARKET FAILURES
Limited attention paid to product diversiication and destination development. This restricts
competitiveness, recreation and tourism choices, development of niche markets, and the ability to add
value to the visitor experience. The emphasis has been predominantly on site-speciic copycat construction,
without a holistic approach, which has affected the authenticity and uniqueness of the sri Lankan product.
more importantly, it has led to geographic disparity, with signiicant tourism growth in only a few areas.
Lack of effective mechanisms to manage, standardise and enforce best practices. This has contributed
to poor interpretation, poor visitor experiences, and poor conservation of environmental and cultural values.
speciically, tour operators visit only the sites and outlets where they receive beneits, and middlemen
control the delivery of experiences.
Market distortions because of government policies, rent-seeking and subsidised government operations
(e.g., tariff rates, colombo room rates, domestic aviation). also, several government agencies with limited
tourism core skills and functions are responsible for government-owned tourism products and services (e.g.,
hotel accommodations, tours).
To overcome the above-mentioned institutional failures that impede sustainable tourism, a whole-government, whole-
industry approach must be taken. This will require meaningful communication, cooperation, and involvement of key
partners from local, regional and national governments.
A signiicant systemic transformation of tourism in Sri Lanka is required. This involves changing government
views and management of the industry (institutional reform), changing government and industry understanding
of and provision for targeted visitors (visitor experience), and changing the implementation process (to tangible
measurable actions).
This strategic plan has been prepared as an instrument of transformation, as a start on the journey toward Tourism
Vision 2025 and helping to achieve the un sdgs.
15
(iii) TRANSFORMATIONAL THEMES
as a result of this analysis and with a view to ensuring a thriving, professional tourism industry supporting a variety of
local businesses and communities, six key transformational themes were identiied in the Tsp.
KEY TRANSFORMATIONAL THEMES
1. IMPROVING GOVERNANCE AND REGULATION

create a system of tourism institutions, regulations and processes conducive to streamlined investment
and business operations; facilitate industry best practices, monitoring and enforcement; and support the
development of communities and the workforce.
2. UNDERSTANDING VISITORS
develop a research programme and visitor segmentation model (Vsm) to proile source and niche
markets systematically as input to guide product development and marketing decisions.
3. MARKETING AND COMMUNICATING EFFECTIVELY

on the demand side, the focus is on yield (total revenue), not numbers. The goal is not just to attract more
visitors, but to attract the right kind of visitors, using the most-effective media and making the most of
available digital data, platforms and applications.
4. DEVELOPING SUSTAINABLE DESTINATIONS

on the supply side, develop and deine (for the market) a range of products aligned with sri Lanka’s
attractions. The goal is to ensure that these are strategically developed across the island to encourage
longer stays, facilitate visitor movement and spending across all districts, and encourage return visits.
This is particularly relevant to the un sdgs.
5. LIFTING INDUSTRY STANDARDS

create mechanisms to support best practices in handling of water, energy and waste; in service and
quality control; and in the protection and presentation of wildlife and other environmental, cultural and
historical values. The aim is to achieve a reputation for being the best in each class of tourism products
rather than servicing only one type of visitor segment (e.g., large group, ixed itinerary travel package
tourists) very well.
6. ENGAGING THE WORKFORCE AND COMMUNITIES

develop the overall capacity of the tourism sector workforce in the public and private sectors. The
government has prioritised the human resources (hr) agenda for the country. greater participation in
the sector should be encouraged, particularly of women, and tourism training and skills development
opportunities should be linked to industry sector needs. Local communities should become actively
involved. This is particularly relevant to the un sdgs. overall, more-effective communication and better
relationships should be fostered between tourism stakeholders from relevant management agencies, the
private sector, conservation groups, the education sector and communities.
each theme above is addressed in a separate chapter of the Tsp 2017-2020. There is an overview of the current
situation, a set of core strategies to transform tourism, and a set of speciic actions to be delivered by 2020. each of
the actions is assigned a lead agency responsible for delivery and relevant partner organisations. a timeframe for
implementation and budget estimates are also provided.
16
To summarise, the approach taken to develop this TSP is as follows.
High-level objectives aligned with national strategies were deined.
Higher-skill & More opportunities for

Greater inclusivity
more jobs, more foreign direct investment
& sustainability
female employment & domestic investment
A clear strategic direction underpinned these: TOURISM VISION 2025
Philosophy, vision, mission, objectives,

UN SDGs & guiding principles
This was followed by analysis of products, markets, institutions, partnerships and policies.
analysis leading to 4-year

TOURISM STRATEGIC PLAN (Tsp)
The analysis highlighted areas of systemic failure that undermine achievement of Tourism Vision 2025.
Market Institutional Resource Coordination

Failures Failures Failures Failures
Six transformational themes are deined in the TSP to help achieve objectives
and address the systemic failures identified.
Improve Improve Improve

institutional performance, market understanding communication across
governance & regulations & visitor segmentation marketing channel
Develop & plan destinations;

Lift industry identify transformative project Improve
standards at all opportunities & signature workforce & stakeholder
touch points tourism experiences (product engagement
deinition & diversiication)
17
Monitoring Strategic Plan Progress
it is essential that regular progress reports on the Tsp be provided to an inter-ministerial committee. The summary
below provides a framework for developing a set of indicators against which to measure results during implementation
of the strategic plan.
Transformation
themes Core strategies Success indicators*
Improving revitalise key institutions • regulations enacted
Governance & improve relationships, communication, & coordination • collaborative memoranda of
Regulation understanding signed by sLTda
reform core legislation & regulations
• actual annual institutional
enable business & investment budget spending
Understanding improve data collection & analysis • regular reporting

Visitors monitor success of marketing efforts • niche segment arrivals
demonstrate economic value of tourism industry
Marketing & sharpen brand focus • brand health
Communicating embrace digital age • meetings, incentives,
Effectively conventions and exhibitions held
use events & festivals to showcase products
• regional events
build stronger partnerships
Developing implement integrated geographic planning • spending per day
Sustainable define tourism areas & create signature experiences • room inventory
Destinations • Visitor dispersal
improve access by developing key routes, hubs &
• duration of stay
gateways
• new visitor experiences
focus on destination development through
transformative projects
Lifting Industry improve conservation, presentation, & management • international brands
Standards of natural & cultural assets • average occupancy rates
facilitate use of best practices at key touch points • return visitors
improve visitor information, signage & interpretation
Engaging the develop actively engaged workforce • sector employment
Workforce & promote employment & career opportunities in • Women employed in sector
Communities tourism • numbers of hospitality schools
and students graduating
prioritise lifelong training & development
engage local communities in tourism
*: The indicators and their parameters must be clearly defined. monitoring of many of the indicators needs to be introduced and baselines established.
18
Endnotes
1. sri Lanka Tourism development authority (sLTda) annual statistical report 2015.
2. source: sLTda.
3. World Travel & Tourism council.
4. ibid.
5. The Tourism area Life cycle model was developed in 1980 and describes a general picture of the lifecycle of a tourism
destination or area.
6. several studies have shown that a binding constraint on future economic growth, not just in the tourism sector, is the lack of
availability of skilled labour.
7. Typical 10-day tour itinerary: airport > cultural Triangle > hill country > national park > south coast > airport. according to tour
operators, this conventional route in a clockwise manner is because it showcases the main tourism sites and most visitors ask for
their tour to end with relaxing time on the beach.
8. average price per person for 3-hour whale watching group excursion (october 2016) in us$: greenland ($120), iceland and new
Zealand ($95), australia ($89), south africa and san Juan ($85), madagascar ($78), sri Lanka ($26).
9. average price per person for a non-resident foreigner for daily national park entrance fee (october 2016) in us$: botswana
($120), Tanzania ($80), kenya ($70), south africa ($65), uganda ($40), costa rica ($18), sri Lanka ($15, additional jeep hire,
guide, and taxes are charged).
10. reviews on Tripadvisor for whale watching and the yala national park experience are overwhelmingly negative, despite the fact
that these are potential flagship experiences for visitors to sri Lanka.
11. Tourism assets include: cultural, historic, infrastructure, terrestrial, marine, coastal, urban, community and government owned.
12. baseline statistics and forecasts from sLTda.
13. examples of land use conflicts include environment versus infrastructure projects, fishing versus tourism, and energy versus
tourism.
19
20
Improving Governance
and Regulation
CHAPTER 1
21
A strong, supportive legislative framework and an by law, a ixed proportion of the Tourism development
effective, eficient institutional framework will form fund is allocated to each institution without
the backbone of Sri Lanka’s effort to move toward consideration of requirements or priorities.
Tourism Vision 202514. The legislative and institutional
framework must effectively regulate the tourism sector The distribution under the constitution of important
to maximise sustainability. it must also ensure returns on tourism-related responsibilities among other ministries
investment and maximise eficiency by clearly identifying and agencies at the central level and the delegation of
the roles of the public and private sectors and providing a substantial but uncertain powers to the provincial and
platform for coordination. local levels further compound institutional fragmentation.
There is little consultation, coordination or cooperation,
Current Context which makes it dificult to get things done.
The institutional framework for tourism in sri Lanka The national tourism institutions are subject to public
is fragmented under the existing tourism legislation. service regulations, which poses a challenge to recruiting
four separate tourism institutions function under the and retaining the most-qualiied, most-capable staff. This
ministry of Tourism development and christian affairs: makes it dificult for the organisations to assume their
sri Lanka Tourism development authority (sLTda), sri core responsibilities effectively and eficiently. although
Lanka Tourism promotion bureau (sLTpb), sri Lanka the private sector is well organised and entrepreneurial, a
convention bureau (sLcb), and sri Lanka institute for range of serious impediments to business and investment
Tourism and hotel management (sLiThm). limit its effectiveness.
FIGURE 3: Current public sector institutional framework for tourism
Ministry of Tourism
Development &
Christian Affairs
Sri Lanka Institute

Sri Lanka Tourism Sri Lanka Tourism Sri Lanka Tourism
for Tourism & Hotel
Development Promotion Bureau Convention Bureau
Management
Authority (SLTDA) (SLTPB) (SLCB)
(SLITHM)
Main Colombo
College & Six
Provincial Colleges
Extensive regulatory and structural reforms are needed to:

> revitalise national-level tourism institutions
> enable institutions to meet core responsibilities more effectively and eficiently
> establish a more whole-government consultative, cooperative, coordinated framework for tourism at the central
level and with provincial and local governments
> strengthen consultation and cooperation with the private sector
> enable business and investment, especially smes
22 TSP 2017-2020
STRENGTHS
• strong funding and empowerment of national tourism institutions in some areas (e.g., marketing)
• strong private sector entrepreneurship and institutional framework
• Large public land holding and extensive protected natural and cultural heritage areas
CHALLENGES
• multiplicity of government agencies with sole or shared responsibilities for important aspects of tourism
• further fragmentation between national, provincial and local levels of government
• silo approach within tourism institutions, leading to ineficiency and duplication
• inadequate planning, development, regulation, marketing and hr training in the public sector
• Lack of consultation, cooperation and coordination within and between all levels of government
and with the private sector
• impediments to business and investment
• many unregulated tourism businesses that can contribute to risks to safety and reputation
Core Strategies
The four core strategies to improve governance and regulation over the next four years are illustrated here.
core strategies 1 and 2 are short to medium term in nature, and strategies 3 and 4 are longer term.
IMPROVE GOVERNANCE & REGULATION:

CORE STRATEGIES 2017-2020
1. REVITALISE KEY INSTITUTIONS
2. IMPROVE RELATIONSHIPS,
COMMUNICATION AND COORDINATION
3. REFORM CORE LEGISLATION

AND REGULATIONS
4. ENABLE BUSINESS AND INVESTMENT
IMPROVING GOVERNANCE AND REGULATION 23

CORE STRATEGY 1.1: Revitalise Key Institutions
Institutions
Top-line action involved Timeline Outcomes
1 strengthen sLTda, sri Lanka Tourism promotion Tourism Prioritise, more efficient and
bureau, and sri Lanka convention bureau by ministry, completed by more cost-effective
introducing shared functions and cross-functional sLTda end 2017 institutions
teams
2 raise salaries and improve conditions to recruit and sLTda Prioritise, better recruitment,
motivate staff generally completed by motivation and
end 2017 retention of staff
3 hire professionals with special expertise or sLTda Prioritise, better quality of
outsource specialist functions for set periods of time completed by outputs and core
end 2017 functions
note: sLTda, sri Lanka Tourism development authority.
1.1 Revitalise Key Institutions at the central level, an Inter-ministerial Council chaired by
the prime minister could facilitate high-level coordination
division of the national tourism organisation (then on tourism. This council could mediate major national
called the sri Lanka Tourist board) into four separate challenges related to conlicting land or industry use and
institutions in 2007 has contributed to weakening the large-scale investments that affect the tourism sector. The
overall eficiency and effectiveness of the administration sLTda will need to enter into memoranda of understanding
of tourism. measures are available under the existing (mous) with the relevant authority or department in
Tourism Law to improve overall coordination, output each of the key line ministries whose jurisdiction affects
and working conditions. actions 1 to 12 are proposed or is affected by tourism to implement and supplement
to enable a more-integrated approach among the four these mous15, which will establish the mechanism for
institutions to improve communication, cooperation, consultation, cooperation, coordination and reporting, and
eficiency and effectiveness. an operational plan for addressing key challenges.
staff retention and attraction will require strong hr mechanisms must also be implemented to strengthen
policies, higher salaries and better employment conditions consultation, cooperation and coordination between the
(more information in chapter 6). To further enhance and central, provincial and local governments, especially on
expand technical capacity, consultants or outsourced planning and regulation; the sLTda should enter into a
expertise must be engaged. They must have the skill sets mou with each provincial tourist authority or its equivalent
necessary to strengthen the institutions and enable them to formalise these. other mechanisms to support this
to undertake existing responsibilities as well as additional coordination include the Tourism Task force, forums, and
responsibilities required to implement the Tsp. planning and regulatory measures.
1.2 Improve relationships, a similar collaborative structure is required for coordination

communication and coordination in the private sector. The creation of a national tourism
industry council with representation from each of the eight
between stakeholders
private sector tourism organisations and with a mechanism
given the fragmented institutional structure, effective to receive input from the four national chambers of
mechanisms must be established to achieve the commerce relevant to tourism will allow for a uniied voice
whole-government and public–private partnership to represent private sector interests and will streamline
(ppp) approaches required for a successful tourism coordination with government institutions (figure 4).
sector. These must transcend politics and personalities
and be formalised as much as possible using proven other mechanisms to strengthen the ppp approach
mechanisms within and between each level of include the Tourism advisory committee, Tourism Task
government and between the public and private sectors force, ppp arrangements for marketing and the sLiThm
(see central government stakeholder List in main satellite colleges, an ombudsman function within sLTda,
annexes, page 112). and mous with the relevant bodies.
24 TSP 2017-2020
CORE STRATEGY 1.2: Improve Relationships, Communication and Coordination
Institutions
Top-line action involved Sub-actions Timeline Outcomes
4 improve identified govt. establish interministerial completed common whole-
interministerial ministries council on tourism chaired by by end 2017 government approach
and agency the prime minister to tourism
consultation sLTda, other sign mous for interministerial completed
and ministries and and agency consultation and by mid-2018
cooperation on agencies cooperation on tourism
tourism
5 strengthen private sector advocate formation of national completed private sector
consultation associations tourism industry council by end 2017 advocacy
and strengthened
cooperation sLTda, private strengthen Tourism advisory completed stronger private sector
with private sector committee by end 2017 involvement in policy
sector on and roll out of Tsp
tourism sign mous for public–private 2017–2020
sector consultation and
cooperation on tourism
sLTda set up ombudsman function to completed dispute resolution and
resolve disputes and mediate by end 2018 facilitation
sri Lanka Tourism make ppp arrangements for completed greater cooperation
promotion marketing by end 2018 between public and
bureau, private private sectors
sector
sri Lanka
convention
bureau, private
sector
sLiThm, private ppp arrangements for sLiThm completed colleges established at
sector satellite colleges by end 2020 provincial level
6 strengthen sLTda, implement planning measures completed provincial planning
consultation provincial by end 2017 coordinated and
and councils and support provincial tourist consistent with Tsp
cooperation tourist bureaus, bureaus in functioning as 2017–2020
on tourism Tourism Task destination management
between force organisations
central, implement forums and mous completed Tourism destination
provincial, by end 2018 management improved
and local
governments
institute regulatory measures completed provincial statutes and

by end 2019 regulation uniform
and consistent with
national laws and
policies
note: sLTda, sri Lanka Tourism development authority; sLiThm, sri Lanka institute for Tourism and hotel management; mou, memorandum of
understanding; ppp, public–private partnership.

FIGURE 4: Proposed Private Sector Institutional Setup for Tourism for Consideration
National Tourism Industry Council
THASL SLAITO TAASL ASMET NTGA CTGLA CHSGA SLAPCEO
CCC NCCSL ECCSL AMCHAM
The hotels association of sri Lanka (ThasL)

sri Lanka association of inbound Tour operators (sLaiTo)
Travel agents association of sri Lanka (TaasL)
association of small and medium enterprises in Tourism sri Lanka (asmeT)
national Tour guides association (nTga)
chauffeur Tourist guides Lecturers association (cTgLa)
ceylon hotel school graduates association (chsga)
sri Lanka association of professional conference, exhibition & event organisers (sLapceo)
The ceylon chamber of commerce (ccc)
The national chamber of commerce of sri Lanka (nccsL)
european chamber of commerce of sri Lanka (eccsL)
The american chamber of commerce in sri Lanka (amcham)
1.3 Reform Core Legislation tourism. honesty, courtesy, helpfulness, friendliness,

assistance and authenticity are dificult to regulate but
and Regulations are becoming more important than physical facilities.
There are limitations to what can be achieved without consumers increasingly rely on reviews on sites such
comprehensive legislative and regulatory reforms. Within as Tripadvisor and social media to research, choose
the current operating context, enactment of new tourism and book accommodations, transportation and other
legislation and gazettal of regulations is critical. services, and ignore traditional registration, licensing,
star ratings, and the like. sri Lanka should take
The sLTda registration and licensing system requires advantage of this new paradigm.
regulations on each relevant tourism activity. drafts
of these regulations have been written, and only those The legal and institutional framework in sri Lanka
relating to tourist hotels were gazetted in 2016. in is undergoing extensive review at the national level
addition, the sLTda plans to introduce an enforcement (envisaged through a constitutional change). further
unit to ensure regulations are strictly followed. legislative changes are expected through the Tsp
and may involve the direction and control of other
under international best practices, many problems ministries and agencies. it is essential that these
can be resolved through self-regulatory codes of changes be closely monitored through the mous and
conduct. some quality challenges can be addressed other mechanisms, and that expert input be provided to
more directly and effectively through digital and social ensure they properly address problems in the tourism
media than through regulations in a service industry like sector and produce better outcomes for the sector.
26 TSP 2017-2020
CORE STRATEGY 1.3: Reform Core Legislation and Regulations
Top-line action Institutions involved Sub-actions Timeline Outcomes

7 complete sLTda ministry of Tourism, gazette appropriate completed by clear and
registration and sLTda tourism regulations end 2017 transparent
licensing system regulations
8 sharing economy, sLTda, provincial review regulations completed by clear guidelines
appropriate light- councils, provincial and develop codes end 2018 in place for
touch regulation tourist bureaus, digital of conduct to self- regulating sharing
marketing platforms, regulate key sectors economy services
consultants or problems
9 monitor and provide sLTda, consultants each new draft 2017–2020 better legal and
input into draft laws cross-cutting law institutional
including constitution, requires attention framework for
tax, land, investment, tourism investment
public–private and businesses
partnerships
1.4 Enable Business which licensing and registration requirements are unclear
or unnecessary (e.g., sharing economy). mainstreaming
and Investment the “informal sector” will facilitate inancing; promote
The impediments to business and investment, both innovation, product development and investment; and
foreign and domestic, in sri Lanka are well documented. increase consumer conidence.
The government, together with development partners,
has commenced a wide-ranging programme to improve mainstreaming the “informal sector” is a high but
the investment and business climate across all sectors. challenging priority, and a number of actions are proposed
each part of this reform process must provide for to address the realities of this in practical and immediately
improvements in the tourism sector and address the attainable ways in a variety of regulatory areas.
key constraints preventing development of business
and investment in the sector. regulations related to problems relating to land are also a serious impediment
sustainable development and human resources are to business and investment and, again, are pending
important but are not covered here. wider, longer-term reforms for the whole economy and
are beyond the scope of this Tsp.
What is broadly categorised as the “informal sector”
needs to be reviewed and better deined to address the Taxation and investment regulations and requirements
challenges that businesses face and introduce measures are the fundamental methods of facilitating or impeding
to mainstream more unregistered establishments. a basic business and investment. although economy-wide
approach is outlined in Table 1, but formal deinitions reforms are being developed, the actions below will
with clear thresholds should be introduced. address immediately achievable goals and ensure that
the special challenges and needs of tourism are properly
having a large and growing proportion of tourism service addressed in the overall reforms.
providers that are not registered with the sLTda is a
standards and compliance risk for all stakeholders, Lastly, the actions in this section and the Tsp generally
including visitors, intermediaries, the authorities, and complement and take advantage of the agency for
informal sector providers themselves. This includes development initiative, not only by providing a practical
activities that the sLTda or provincial council clearly national policy for the tourism sector, but also by
require to be registered or licensed and activities for identifying and supporting critical catalytic projects.

TABLE 1: Basic Approach to Categorising “Informal Sector”
Type Description Opportunity

Traditional showcase traditional sri Lankan village life in rural can be developed as a unique
homestay settings, linked to agro- and coastal community tourism. experience for sri Lanka in line with the
roots philosophy.
informal sector original concept of airbnb, with homeowners leasing income earner or supplementary
spare capacity. income earner, direct earnings to small
regulation of airbnb services is undergoing reform entrepreneurs, can empower households.
globally, and sri Lanka should adapt accordingly. codes of conduct, accreditation schemes,
and spot inspections can help maintain
standards and ensure safety.
unregistered These businesses are not registered with the sLTda, such businesses should be encouraged
businesses but some may have local trade licenses and business to register by enhancing value of sLTda
registration. businesses meeting earning thresholds should registration with training and incentive
register, although they may face challenges in registering, programmes, moratorium on back taxes,
such as: lack of awareness, complexity of process, limited online registration, etc.
categories of registration, need for land permit.
registered businesses registered with sLTda. commonly referred
businesses to as “formal sector.”
CORE STRATEGY 1.4: Enable Business and Investment
Institutions
Top-line action involved Sub-actions Timeline Outcomes
10 mainstream the sLTda define categories in “informal completed better regulation of
“informal sector” sector” in new legislation by mid 2017 informal service providers
ministry of explore options of a completed new business and
finance, moratorium on back taxes for by end 2017 investment facilitated;
sLTda first registration high numbers of
sLTda allow land permits to be completed firms registered with
sufficient evidence of title for by end 2018 greater compliance and
registration consumer confidence
and protection
sLTda, streamline process of completed
Lcg converting land permits by end 2018
and implement interim
workarounds
sLTda, streamline conversion of land completed
Lcg permits to leasehold titles by end 2020
sLTda provide for provisional 2017–2020
registration and licensing
11 Land-related actions sLTda, review tender and lease 2017–2020 greater private sector
consultants documentation for tourism investment
projects in defined tourism zones
12 Taxation and ministry of include tourism as a key sector 2017–2019
investment related finance, with appropriate provisions in
actions sLTda the proposed public–private
partnership laws
develop new system of tourism
incentives for national tax
authority to apply to new and
expansion investments
note: sLTda, sri Lanka Tourism development authority, Lcg, Land commissioner general’s department.
28 TSP 2017-2020
Endnotes
14. a detailed report ‘review of Legal and institutional framework of the Tourism sector’ (2016) provides a more comprehensive
analysis and further information.
15. There are at least 18 ministries and 32 related departments involved in the tourism sector.

30
Understanding Visitors
CHAPTER 2
31
a thorough understanding of tourism demand is The sLTda’s annual Survey of Departing Foreign
the foundation of effective marketing strategies, Tourists provides a foundation for proiling international
communications and product development. This visitors, but the sample size and survey format are
includes an understanding of international and domestic inadequate to provide reliable estimates to:
visitors, key niche interest groups, and visitors to
particular regions and key sites. for different visitor > identify high-yield source markets
segments, it is important to appreciate: > identify and proile current and potential niche
markets and experiences
> Their motivations and the experiences they want > develop robust estimates and forecasts of tourism
(e.g., why they travel, what the key attractors are, spending
what they want to see and do) > allow meaningful regional and attraction-level
> Travel and accommodation patterns (e.g., how analysis
they travel, where and how long they stay)
> Information sources (e.g., how they obtain, use in addition, the survey is not rigorous enough in terms
and share information) of sampling, implementation, question design and
> Expenditure (e.g., how much they spend, on what weighting to provide reliable estimates and forecasts
and where) of tourism spending and yield according to geographic
> Levels of satisfaction with the elements of their source market. This has implications for the industry’s
trip (e.g., accommodations, services, nature, ability to formulate focused market and product
culture) development strategies.
> Means of booking (e.g., direct online, direct with
supplier, online travel platform, traditional travel There is very little data on domestic tourism, from
agent, and independent traveller with minimal domestic visitor numbers to proiling. based on feedback
pre-bookings) from government and private sector stakeholders during
preparation of the Tsp, the domestic market appears to be
To validate indings and understand the tourism growing. current observations regarding domestic visitors
industry trajectory, it is also important to contextualise are largely anecdotal; their spending patterns and visit
any market segmentation analysis with consideration of: choices have not been statistically established or validated.
> Global trends in travel motivations, expectations, The present estimates of the economic value of and
best practices and technology, and how they affect employment in the tourism sector have been based
major source markets and niche interest groups on direct economic value and do not include secondary
> Global trends in accommodations, tours, impacts throughout the economy and the value chains
attractions and events, which will affect visitor associated with tourism consumption. The lack of
expectations and the competitiveness of sri Lanka’s reliable data on economic linkages is a key constraint to
tourism industry estimating the true economic value of the industry and
> The marketing and product strategies and underestimates its ability to generate employment and
development of competitor destinations, which provide livelihoods. furthermore, the estimates do not
offer insights into success factors and how sri meet the international standards encompassed in the
Lanka can develop a competitive edge tourism satellite accounting methodology.
Current Context Visitor Segmentation Model (VSM)

The tourism research currently available for sri Lanka The basis of tourism strategy is market segmentation
is wide ranging and provides a basic overview, but and must be based on reliable data and research.
there is no clear segmentation model to inform the The current context warrants developing a robust
tourism planning and strategy formulation process. Vsm following international best practices that lays
although the sLTpb has identified 22 priority markets, the foundation for effective marketing strategies,
marketing activities within them are not targeted. communications and product development. The four
more work is necessary to develop a well-designed components of a Vsm are international source markets,
strategic marketing and product development mainstream market segments, niche market segments
approach. and the domestic market (figure 5).
32 TSP 2017-2020
FIGURE 5: Visitor Segmentation Model
MAINSTREAM NICHE
MARKET SEGMENTS MARKET SEGMENTS
INTERNATIONAL
DOMESTIC MARKET
SOURCE MARKETS
VISITOR
SEGMENTATION
MODEL
although the limited data available have gaps and shortcomings, they have been used to develop an interim Vsm; box 1
has a summary of the methodology and data sources used.
BOX 1: INTERIM VISITOR SEGMENTATION MODEL (VSM) METHODOLOGY16
(I) CURRENT INTERNATIONAL VISITOR DATA

international tourist arrivals to sri Lanka, accommodation statistics, foreign exchange earnings, and light
data from the sri Lanka Tourism development authority (sLTda)
survey of departing foreign Tourists from the sLTda, which proiles the characteristics, travel behaviour,
and satisfaction levels of more than 5,000 international tourists and includes departure card information
private sector data from airbnb, amadeus and the consultation process
digital information from Tripadvisor
(II) SUPPLY-LED DESTINATION ANALYSIS

destination attributes, current offerings and infrastructure strengths to identify the types of source
markets, mainstream segments and niche markets that sri Lanka is currently servicing and those that sri
Lanka would be well placed to cater to
(III) COMPARATIVE DESTINATION ANALYSIS

examining global trends in similar destinations to identify high-growth, high-yield markets
after analysis of quantitative and qualitative information, the model emphasised the following key variables
for selection of priority markets: weighted average spending per day in package and non-package segments,
arrivals’ share of source markets, annualised growth from 2012 to 2015 for source markets, and average
stay. To use tourism assets more eficiently, three source markets in addition to the 22 priority markets were
identiied based on season of arrival.
a summary of the analysis based on the interim Vsm is provided below.
UNDERSTANDING VISITORS 33
INTERNATIONAL SOURCE MARKETS continued to contribute, with high annual growth rates.
criteria for identifying and categorising priority source figure 7 maps the main source markets based on their
markets may include spending, growth in arrivals, market signiicance in the current mix, annual growth rates from
size and other seasonal factors. 2012 to 2015, and spending per day.
Sri Lanka attracts a diverse mix of tourists (figure 6). Travel trends to Sri Lanka are seasonal. six months of
The top 10 markets, accounting for 66% of total arrivals, the year have higher visitor levels; January, february,
are india, china, the united kingdom, germany, the march, July, august, and december are considered the
maldives, france, australia, russia, the united states, high season (graph 4). better targeting could help use
and Japan. india, china, the united kingdom, germany, tourism assets more eficiently by taking into account
and france account for 50% of total arrivals. relecting seasonality.
the inluence of these countries, Western europe is the
largest regional source market (31%), followed by south accordingly, based on the interim Vsm, 10 priority
asia (26%) and east asia (20%). markets have been identiied as appropriate for a
targeted approach: united kingdom, china, germany,
arrivals from the main source markets grew at reasonably france, united states, india, russia, canada, middle east,
high rates in the last three years. annualised growth and australia. Three other markets have been identiied
rates for the top 10 source markets were in double digits to address seasonality, which will help exploit assets
during this period, except in the case of the united states more eficiently during low seasons: india, malaysia, and
and australia. Large markets such as china and india south korea (Table 2).
FIGURE 6: Arrivals share by source market in 2015
20
18
16
14
Percent of total
12
10
8
6
4
2
0
India
China
Germany
Maldives
France
Australia
Russia
U.S.A.
Japan
Canada
Netherlands
Pakistan
Italy
Ukraine
Indonesia
Malaysia
Switzerland
Sweden
Singapore
Spain
Czech Republic
Denmark
Korea (South)
Austria
Bangladesh
Poland
Belgium
Norway
Philippines
Thailand
New Zealand
Nepal
Taiwan
South Africa
Finland
U.K.
source: sri Lanka Tourism development authority annual reports
34 TSP 2017-2020
FIGURE 7: Source markets according to size, growth and spending
10 India China
9
U.K.
8
7
Arrivals share (percent)
Germany
6
Middle East
5
France
4
Australia Russia
3 Scandinavia
Benelux U.S.A.
2 Canada Japan
Malaysia
Switzerland Italy
1 Ukraine
0
0 5 10 15 20 25 30 35
Annual growth 2012–15 (percent)
source: sri Lanka Tourism development authority annual reports and survey of departing Tourists
FIGURE 8: Seasonality of Arrivals 2014-15
250
200
150
Index
100
50
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Germany Malaysia India

U.K. France Seasonality index (average 2014–15)
Middle East Russia South Korea
China
source: sri Lanka Tourism development authority annual report
TABLE 2: Priority and Seasonal Travellers from the Interim Visitor Segmentation Analysis
Category Markets1,4 Attributes and Considerations

Priority United Kingdom, China, • double-digit annual growth from 2012–2015 except australia
Germany, France, United and canada
States, India2, Russia3, • Traditionally large markets accounting for more than 2% of total
Canada, Middle East, arrivals to sri Lanka
Australia - Longer-than-average stay except china and india
- united kingdom and united states are inluencer markets
- To consider: effect of brexit in united kingdom; oil price
slump in saudi arabia; economic hardship in russia;
aftermath of u.s. presidential election
Seasonal India, Malaysia, South • sizeable source markets
Korea • seasonal patterns could help better use tourism assets
(india peaks in may, october, december; malaysia in June,
december; south korea in January, may, october)
notes: Less emphasis was placed on spending because of lack of reliable data. This list should be revisited annually to review global and source-specific
trends. although india is identified as a priority market, the relative value addition of this market should be further examined. an alternative ranking
system generated through the segmentation model revealed that, because of low spending and short average stay, india’s significance in the overall
ranking is low, although lack of spending data could have had a distorting effect on this finding. The indian market could be important in managing
tourism assets efficiently during low seasons. indian states and travellers could be better targeted with more comprehensive, better-quality data.
russia was included in the priority segment based on historical data despite year-to-date double-digit contraction in 2016. This reflects the expectation of
economic recovery in russia in 2017 and beyond (international monetary fund World economic outlook, october 2016 edition).
CASE STUDY 1: THE CHINESE MARKET
many countries see china as a low-yield, short-stay market. To achieve Tourism Vision 2025’s goal of attracting
high-value visitors, the approach to china needs to change. There is a growing middle- and upper-income
market in china that is prepared to pay for special experiences — the type of experiences that sri Lanka can
deliver. for instance, chinese weddings and honeymoons in sri Lanka are growing.
chinese travellers are diverse. based on an analysis of income and travel spending by the World Travel &
Tourism council and oxford economics, household income of close to us$20,000 is the threshold at which
chinese households can afford outbound leisure travel. households earning us$35,000 annually ind
international travel more affordable and can take longer trips. When traveling abroad, many chinese tourists
are willing to pay a premium for accommodations, dining and shopping. for the higher-end market segments,
recent chinese travel trends show that cruises, safaris and adventure travel are becoming increasingly popular.
china has a fast-growing population of well-travelled high spenders looking for new experiences. a boston
consulting group study (2013) showed that, from 2012 to 2030, three segments of the outbound leisure
market will grow fastest: young “afluents” (aged 18 to 30), senior professionals (aged 45 to 55 not traveling
with an organised tour group), and small groups of families and friends (aged 30 to 45, also not traveling with an
organised tour group). by 2030, these segments combined will account for an additional 100 million annual trips
and us$340 billion in annual spending. This is different from the past, when mass-market travellers in organised
tour groups accounted for most outbound leisure travellers. it indicates potential opportunities for independent
consumption that offer niche and higher-end products and tend to attract more-experienced travellers.
36 TSP 2017-2020
Visits of friends and family are on the rise, driven NICHE EXPERIENCE SEGMENTS
mainly by the Sri Lankan diaspora living overseas. To strengthen sri Lanka’s competitive advantage, to
from 2011 to 2015, visits by families and friends expand the total tourism capacity of sri Lanka, and to
increased at a 60% annual rate, compared with 15% for distribute the beneits of tourism more widely, niche
the pleasure and vacation category during the same market segments should be developed. There are many
period. consequently, the signiicance of the family and niche market segments that could be suitable for sri
friends category for total arrivals more than tripled to 26% Lanka, but information on these is scarce, and further
in 2015, thanks to the surge in arrivals from india, the research must be completed before major marketing and
united kingdom, the middle east, germany, australia, product development decisions can be made.
the united states, and russia. This category is expected
to contribute to strong tourism growth during the period based on data from the survey of departing foreign
of the Tsp (figure 9). Tourists 2015, desk research, and the consultation
process, it is recommended that the following 10 niche
MAINSTREAM EXPERIENCE SEGMENTS market segments for international visitors be considered:
The survey of departing foreign Tourists 2015 indicates
that most international visitors to sri Lanka are engaging > Health and wellbeing
in mainstream activities, which are broadly categorised > Pilgrimages
as sun and beach, historical and cultural sites, and > Bird watching (avitourism)
wildlife viewing. > Whale and dolphin watching
> Suring and kite suring
These segments encompass the core activities that many > SCUBA and wreck diving
visitors participate in in sri Lanka. sun and beach is by > Cuisine
far the most-popular mainstream activity17 but is not > Meetings, incentives, conventions, exhibitions
always a high-yield market. There is great potential for (MICE)
these mainstream experiences to be better managed to > Weddings
generate higher value and long-term sustainability. > Cruises
The sLTpb has focused on these mainstream segments These niche markets have been selected for the
and made some targeted but ad hoc efforts to develop following reasons:
niche segments (e.g., health and wellbeing, tea, sports > There are already signiicant tourism activity and
events, weddings), which spreads the focus too broadly products centred on these experiences
and does not allow for targeted strategic marketing. > sri Lanka has the natural attributes and
furthermore, the sLTda does not adequately use infrastructure to further develop these experiences
existing market research and visitor proiling in regional > people are willing to travel a long way for these
planning and destination development. experiences
FIGURE 9: Growth in visiting family and friends (2011-2015)
Family and friends

500,000 30.00 India
450,000
Germany
400,000 25.00
Canada
350,000
U.K.
Arrivals
300,000 20.00
250,000 Australia
200,000 15.00 Others
150,000 Middle East
100,000 10.00 U.S.A.
50,000 Share of
– 5.00 total arrivals
2011 2012 2013 2014 2015
source: sri Lanka Tourism development authority
38 TSP 2017-2020
> They are growing market segments globally DOMESTIC MARKET
> They have a higher yield than the mainstream data on domestic tourism are limited, but sLTda
segments estimates there are approximately 6 million domestic
travellers annually. based on feedback during the
The MICE market in sri Lanka is still in its infancy consultation process from government and private
because of the lack of conference and convention sector stakeholders, the domestic market is seen to be
facilities (beyond small to medium facilities), the limited growing. domestic travellers generally travel in groups,
entertainment activities in colombo and urban areas to and most interest comes from families during school
occupy the leisure time of mice-related visitors, and or annual holidays. The most-popular destinations are
the lack of an incentive market, and is thus considered historic and religious sites (e.g., kataragama), followed
niche. it is an important segment because the seasons at by wildlife and beach sites. in the southern coastal belt,
home or in the countries they visit do not motivate mice it is estimated that three of ive households depend
and business travellers, which can help address seasonal on tourism. anecdotally, the predominant concerns of
luctuations18. it is useful to understand the correlation the domestic visitor are transportation (train and bus
between the categories of experience and the most- services) and facilities (changing rooms, toilets, places
relevant source market or market segment (Table 3). to eat and relax).
TABLE 3: Experiential Categories and Most Relevant Source Markets
Mainstream & niche categories Most-relevant source markets and market segments
Sun and beach united kingdom, china, germany, france, united states, india, russia, canada
Historical and cultural sites united kingdom, china, germany, france, united states, australia, malaysia
Wildlife interaction united kingdom (62%), france (52%), australia (52%), canada (47%), germany
(46%), russia (41%), united states (39%), china (35%)
Health and wellbeing middle east (31%), united kingdom (18%), germany (16%), france (16%),
canada (14%)
Pilgrimage india, china, united states, canada
Bird watching
avitourism and marine tourism consumers in all markets
Whale and dolphin watching
Surfing and kite surfing soft adventure sports fans of all ages
SCUBA and wreck diving younger individuals [<35] in all markets
Cuisine united kingdom, united states, australia, china
Meetings, incentives, india, middle east; europe for incentive segment
conventions, exhibitions
Weddings india, united kingdom
Cruises older individuals [≥50]; europe, united states
notes: The percentage of tourists engaged in the identified niche category from the relevant source market according to the survey of departing foreign
Tourists 2015 is shown in parentheses. other niche segments are not identified and polled in the survey and are based on general market intelligence.
Core Strategies
The strategies set out below have been identiied as priorities for the next four years to facilitate movement toward
Tourism Vision 2025. They have been selected because they address the highest-risk areas in terms of misdirected
investment and spending on marketing and product development; setting unrealistic targets for growth; and
inaccurate forecasting of visitor numbers, revenue, and employment.
obtaining reliable data and comprehensive analysis by implementing the actions listed below will empower decision-
making for sustainable and competitive product development and marketing
UNDERSTANDING VISITORS:
1. ACHIEVING ROBUST DATA

COLLECTION AND ANALYSIS
2. MONITORING SUCCESS
OF MARKETING EFFORTS
3. DEMONSTRATING ECONOMIC
VALUE OF TOURISM INDUSTRY
2.1 Achieving Robust Data occupancy rates, length of stay, hotel construction costs,
labour costs) for continuous benchmarking.
Collection and Analysis
collection and analysis of data requires a full-time in the interim, certain research actions could be
dedicated research unit within the sLTda with several initiated immediately by leveraging partnerships to
qualiied staff and a contemporary research agenda obtain and purchase data from global and regional
coupled with effective communication of research travel experts. Tourism institutions, industry partners
indings to guide sLTda and the tourism industry. The and other stakeholders can use these indings to aid
existing team can be strengthened for this purpose and decision-making about marketing strategies and product
then transitioned into a distinct unit. competencies in development and to lift industry standards.
the unit should focus on analytics that inform strategic
planning. Through this unit, the sLTda must actively SHORT-TERM ACTIONS
encourage academic research on the tourism industry The current face-to-face survey of departing foreign
and publicise papers and indings on its website. Tourists conducted at the bandaranaike international
airport should be enhanced to provide richer
The irst priority of this research unit would be to information for market segmentation purposes.
conduct market intelligence reporting and begin to additional questions are required to expand ‘travel
validate visitor survey data. it would work alongside purpose’ responses to include key niche market
industry partners to survey, analyse and publish indings experiences, ‘travel spend’ responses to understand
from this research regularly. The research would expenditure, and ‘green preferences’, which will relect
encompass details of visitor travel habits, spending, the ‘economic value’ of ecotourism and sustainability
and booking and information-gathering methods of practices, etc.
the various source markets. The unit could maintain
a database of local industry and competitor country To create sustainable research models, an online
indicators (e.g., spending, marketing budgets, hotel international visitor survey and multi-channel
40 TSP 2017-2020
domestic visitor survey should be implemented. by continuously collecting data, it will be possible
The domestic visitor survey would also help capture to develop and validate a reliable VSM that informs
outbound tourism trends and help with seasonal purchasing and spending behaviour for niche market
planning. segments. This will guide strategic marketing efforts and
feed into the Vsm. The Vsm is only as good as the data it
There is a wealth of information in the immigration is fed. using the data currently available, an interim Vsm
data collected through the e-visa system. subject has been developed, as mentioned above. it is intended
to conidentiality agreements and as done in other that, once one year’s research and analysis is complete,
countries, this data can be analysed to better understand the interim model will be validated and further reined or
visitors to sri Lanka. re-evaluated.
CORE STRATEGY 2.1: Actions for Achieving Robust Data Collection and Analysis
Lead agency and

Actions partners Timeframe Outcomes
13 strengthen sLTda research team and transition to setting Tourism Ministry Priority in improved
up a dedicated tourism research unit for data collation, SLTDA Q1 2017 data
analysis and dissemination. sLTda to encourage university collection
and other academic research and help to publicise. and
14 enhance current face-to-face Survey of Departing SLTDA Priority in analysis
Foreign Tourists at the airport with additional and more Q1 2017 leading
detailed questions. to more
efficient
15 implement international visitor survey online to SLTDA 2017
marketing
complement enhanced airport survey (action 14) and development ongoing
spending
increase sample size of survey to at least 30,000. partner
and higher
16 comprehensive analysis of immigration data for visitor SLTDA 2017 visitor
trends Immigration ongoing numbers
Department in targeted
17 design and implement domestic visitor survey of sri SLTDA Priority markets
Lankan residents using online and face-to-face data development in 2017, and
collection at various touch points and in collaboration with partner ongoing segments.
local university university
18 purchase relevant international market research studies, SLTDA Priority
data and annual subscriptions for market-specific in 2017,
information to understand consumer trends and key ongoing
outbound markets
19 develop niche market profiles using data from the from SLTDA 2017
the redesigned survey of departing foreign Tourists, SLTPB
online international visitor survey and other sources SLCB
20 once above actions are implemented, validate and refine SLTDA 2018
interim VSM used in Tsp and develop reliable Vsm. SLTPB
develop criteria for identifying and categorising priority SLCB
source markets
note: sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau; sLcb, sri Lanka convention bureau; Vsm, Visitor
segmentation model
2.2 Monitor Return on for or intention to visit sri Lanka would need to be asked
about their motivations and the types of experiences
Marketing Efforts they are seeking plus barriers to travel.
research must be conducted to monitor the success of
ongoing marketing efforts and be constantly adapted if ONLINE SOURCES OF INFORMATION
required. success of the marketing strategy is measured Technology can be harnessed to monitor the take-
in terms of boosting awareness and the appeal of sri up and response by consumers, especially tracking
Lanka in line with Tourism Vision 2025, and it must websites, social media and online platforms. Online
be tracked through continuous consumer research tools (e.g., google analytics) and online review
of travellers in the key source markets. The following platforms (e.g., review pro, Local measure) can be
research methodologies can be used to track sri Lanka’s used to access consumer reviews of accommodations,
brand as a global travel destination. tours and restaurants. They provide a dashboard of
consumer reviews (google and facebook reviews and
BRAND HEALTH RESEARCH travel booking and review websites) to gauge standards
This research measures the degree to which international and visitor satisfaction. The sLTda can consider forging
travellers seek different holiday experiences and then commercial arrangements with online platforms
ascertains the extent to which sri Lanka is perceived as (e.g., google, Tripadvisor) to analyse their search data
offering these experiences. This research will assist in and provide traveller search trends such as rankings
identifying the current perceived strengths and areas in of sri Lanka relative to other destinations in terms of
which more marketing or product development needs to holiday search data. Beacon technology is a tool to
be undertaken. such surveys should be repeated every provide information, recommendations and on-the-spot
two to three years to assess whether the brand image of marketing offers to visitors at speciic locations such
sri Lanka has shifted in the source markets. as airports and attraction sites while collating data for
visitor proiling.
BRAND TRACKING RESEARCH
This is needed to track international travellers’ all this brand monitoring is important as sri Lanka
preference for and intention to visit sri Lanka. a large transitions from being known as a cheaper destination
online sample would be needed to do so, but only a small to a higher-value destination that offers specialist niche
percentage of the source markets who have a preference experiences.
CORE STRATEGY 2.2: Actions to Monitor Success of Marketing Efforts
Lead agency
Actions and partners Timeframe Outcomes
21 undertake online consumer research in key source SLTPB 2017 ongoing greater
markets to track brand health and brand research. efficiency
22 implement regular website and social media SLTDA 2017 ongoing and targeting
monitoring to gauge success of digital marketing SLTPB of marketing
efforts. spend
23 use online review platforms to access online SLTDA 2017 ongoing
dashboard of consumer reviews to gauge standards SLTPB
and visitor satisfaction.
24 evaluate and contract online platforms to analyse SLTDA 2017 ongoing
their search data to understand traveller search trends SLTPB
relevant to sri Lanka.
25 consider using beacon technology to communicate SLTDA 2017 ongoing
with visitors in country using a mobile app for SLTPB
marketing and visitor profiling. beacons will need other government
to be installed at high-traffic tourist locations (e.g., departments
airports, attractions).
note: sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau.
42 TSP 2017-2020
2.3 Demonstrate Economic To complement the Tsa work with more granular
details, a tourism value chain analysis and mapping
Value of Tourism Industry exercise should be conducted. it would help
reliable data need to be collected from international understand the grassroots trickle-down effect of the
and domestic tourists to estimate and forecast tourism tourism industry and highlight opportunities for further
revenues and jobs. This will more accurately estimate the value addition.
total contribution of the tourism sector to the country’s
economy through a tourism satellite account (Tsa), in addition, the provincial and local government
which will provide data on revenues from international network can be used to conduct regional visitor and
and domestic tourists, jobs attributable to tourism, business surveys, which would collect information at
tourism as a percentage of gross domestic product, and a regional level about the appeal of the destination,
tourism exports and imports. The Tsa: visitor spending, business seasonality, visitor
satisfaction (e.g., with accommodations, access and
> provides credible data on the effect of tourism transportation, information services, attractions,
and associated employment, and on the country’s restaurants and cafes, shopping, safety and security),
balance of payments and reasons for satisfaction or dissatisfaction. such
> provides information on tourism human resource information can be used to monitor and improve quality
characteristics and service standards, which will help sri Lanka become
> provides information on consumption, investments a high-value destination.
and taxes that tourism generates
> is a powerful instrument for designing appropriate in collaboration with the private sector, the government
policy must conduct employment surveys to identify human
> is based on international standards, which makes it resource gaps and forecast workforce-related industry
easier to compare and benchmark with other countries trends (chapter 6).
CORE STRATEGY 2.3: Actions to Improve the Measurement of the Economic Value of Tourism Industry
Lead agency
26 Expand questions on expenditure and niche experiences SLTDA Priority in improve data
in international and domestic visitor surveys (see actions Q1 2017 quality and use
14,15 and 17), which will provide reliable data for use in to disseminate
tourism revenue and demand estimates and forecasts and more-accurate
data that can be used to build a tourism satellite account. economic
27 develop a tourism satellite account for sri Lanka SLTDA, 2018 information
consultant about tourism
28 conduct a tourism value chain analysis and mapping SLTDA, 2017
exercise university
29 develop and implement regional visitor and business SLTDA, other 2018
surveys in partnership with provincial and local government ongoing
governments; potential support from development partners departments
30 develop and implement workforce employment surveys in SLTDA 2018
collaboration with private sector private sector ongoing
Endnotes
16. marketing supplementary paper 1 (2016) provides additional information.
17. The sun and beach segment is the mainstream experience segment for the selected priority markets. according to the departing
foreign Tourists survey, in 2015, travellers identified sun and beach as their first choice, with a range from 61% for india (lowest)
to 86% for russia (highest).
18. according to World Travel monitor, the number of mice trips globally had increased by 6% to 94 million trips in 2015 from 88.1
million in 2014. The incentive sector tops the list of growth, at 61%, followed by the convention sector at 44%. bali is the largest
incentive tourist destination.
44
Marketing and
Communicating Effectively
CHAPTER 3
45
Sri Lanka’s image as a tourist destination needs to change. To achieve Tourism Vision 2025 and work toward the un
sdgs, destination marketing encompassing sri Lanka’s roots philosophy must be used. Without a change in marketing
approach, sri Lanka will not be able to move to higher-yield niche markets. Tourism marketing needs to be more
focused, inclusive, and tailored to address speciic consumer needs.
Current Context
STRENGTHS
• asia’s travel growth is the highest it has ever been, and sri Lanka is strategically placed in the
region alongside growing source markets; it has the ability to attract people already travelling
within the region.
• perceptions of sri Lanka as a tourism destination are largely positive albeit not widespread.
• sri Lanka is well positioned to be marketed as an authentic destination for experiential travel,
including high-value, nature-based, culturally rich tourism.
• sri Lanka ills a niche in high-value destinations.
CHALLENGES
• absence of a holistic approach to marketing and communications from overarching policy to

strategic planning.
• absence of quality-driven, professional, digitally savvy strategic activity plans.
• sLTpb focuses on limited low-return marketing activities, namely conventional methodologies such
as trade shows, consumer shows and above-the-line advertising.
• sLTpb marketing and communications activities have not been trend conscious and dynamic in
response to market requirements.
• sLTpb is faced with challenges in implementing and executing due to capability, competence and
experience limitations of staff.
• perceptions exist of sri Lanka as a country that is still at war and therefore unsafe.
Core Strategies
The diagram below shows the components of a marketing strategy — research, brand development, market
development, and the respective channels. This strategy can assist with determining resource requirements for teams
internally and what needs to be outsourced. The marketing strategy and marketing teams are also closely linked to the
destination planning team.
46 TSP 2017-2020
VISION, MISSION, PHILOSOPHY, OBJECTIVES, PRINCIPLES
MARKETING STRATEGY
RESEARCH
brand health & tracking, data & indicator trends, visitor segmentation & insights, competitor destination trends,
brand equity study & key drivers, journey mapping
BRAND DEVELOPMENT
deine brand, position values, personality, target consumer values, proposition
brand comprises brand identity (logo), brand architecture (extension), value proposition (tagline), and
brand guidelines covering all touch points
resources required: internal team to deine brand strategy, external contract or outsourced agency for
brand identify development
MARKET DEVELOPMENT
formulate development plans and strategy for current markets: mainstream markets, source markets,
domestic market
formulate development plans and strategy for new markets: niche markets
consider sales channel development because of global trends toward greater independent travel and less
use of intermediaries
use of channels to reach these identiied markets (conventional above-the-line and below-the-line, digital,
public relations, staging)
resources required: internal team to develop product plans, execution, monitoring; cross-functional
working groups or teams should come together.
CONVENTIONAL ABOVE-THE-LINE AND DIGITAL

BELOW-THE-LINE ADVERTISING prepare digital strategy roadmap
brief advertising agency aspects include web development, social
develop advertising campaign, collateral, media, content development & management,
merchandise other web tools
resources required: internal team to brief resources required: provide brief & contract
and evaluate advertising agency, contract external company for digital strategy roadmap
advertising agency
PUBLIC RELATIONS STAGING

prepare public relations an communications includes events, activations, road shows,
plan trade shows
resources required: internal team for overall plan and events calendar
planning, one external global agency or an
agency in key markets for execution
MARKETING AND COMMUNICATING EFFECTIVELY 47

an inclusive, holistic approach is required to achieve be judged on per-visitor or per-dollar spending. for
Tourism Vision 2025 and work toward the un sdgs. example, although events and stunts can generate
The core marketing and communication strategies signiicant publicity, they may not translate directly
and actions for the next four years are outlined below into visitor arrivals and spending, although they can
(actions 31 to 56). The intended results will use existing build the destination brand. furthermore, marketing
resources more effectively and economically and lay has a wider responsibility to manage the visitor’s
strong foundations for sustained growth for the future. expectations and experience. rather than continuing
to highlight the same attractions, marketing lesser-
The interim Vsm indicates that 10 priority markets and known, off-the-beaten-track spots can encourage visitor
four seasonal markets should be focused on; together dispersal and help alleviate over-visitation.
with big data indings and international outbound
tourism research, visitor proiles per market need to be The actions below will help to achieve a diverse yet
developed. This further extends to niche and domestic targeted marketing programme as part of realising
markets being paired with appropriate products and Tourism Vision 2025 that is based on sound research,
services (chapter 2). sophisticated segmentation, and productive private
sector partnerships. The actions deined will also
return on investment for all marketing initiatives should support the online proile of sri Lanka and connect and
be continuously and carefully assessed. investment communicate with travellers who share its sustainable
in marketing is for the long term and cannot always tourism principles.
MARKETING AND COMMUNICATING

EFFECTIVELY: CORE STRATEGIES 2017-2020
1. SHARPEN THE BRAND FOCUS
2. EMBRACE THE DIGITAL AGE
3. HARNESS THE POWER OF STAGING
4. BUILD STRONGER PARTNERSHIPS
48 TSP 2017-2020
3.1 Sharpen the brand focus STILL AND MOVING IMAGE LIBRARY — a library
of still and moving images should be developed
sharpening the marketing focus means having sound immediately and be professionally catalogued, and all
research at the core, strong brand identity, and the copyrights should be owned or an agreement should
most effective and value for money channels — be made with the owners over licensing of each
based on strong evidence — for all marketing and image. This should be outsourced to professional
communications activities. photographers or managed by an art director within
sri Lanka Tourism. additional suitable images that
sri Lanka’s tourism stakeholders need to know far more tourism industry and visiting journalists, photographers
about visitors and their demographic characteristics and and bloggers take should be added to the library once
source countries to segment markets, build visitor proiles, suitable copyright approval has been negotiated and
and market to them using the most-appropriate channels. obtained. youTube is a cost-effective way to share a
focusing and targeting enables more-effective use of message with potential customers, and collateral needs
staff time and resources. it also ensures better monitoring to be developed speciically with this in mind. sri Lanka
of the eficacy of marketing campaigns communicated Tourism should closely manage the types of images
differently according to the maturity of each market. The used in any promotion so that they reinforce the brand
irst step is to develop and implement a rigorous research and depict sustainable tourism experiences.
system that will inform the marketing teams and the
tourism industry about the characteristics of all markets a revitalised public relations and communications
qualitatively and quantitatively (chapter 2). strategy with media coordination that fully supports the
marketing strategy should be developed. story telling
Just as the proile of the contemporary traveller is always is an essential ingredient for communicating through all
changing, the Vsm should be a rapidly evolving model. media types, and original content should be developed
each iterative version will enable data-driven, intelligent and distributed. There should be consistent baseline
decision-making, thereby continuously sharpening the messaging on sri Lanka as a safe, secure destination.
marketing focus. This model should evolve to a standard according to source market proiling research,
where the desired high-yield traveller becomes a reality, travellers from india, china, the united kingdom and
which is central to Tourism Vision 2025. germany base their travel choice irst on “safety and
security”. This message can be transmitted subtly but
sri Lanka’s tourism sector requires a brand that coherently using overseas missions, key travel agent
characterises the essence of the destination and is in meetings, conferences and brand ambassadors
line with Tourism Vision 2025 and market research. The (see section 2.2.4).
brand is not just a logo and tagline, although they must
be developed as a means of communicating the brand. continuous communication with the general public,
The brand identiies the destination and its appeal and industry partners, domestic travellers, and international
values, and differentiates it from its competitors. The press where relevant will further enable a strong
brand will inluence images and editorial content so that communication policy for the tourism institutions.
a common message is being delivered. government and This is best addressed by conducting a monthly press
the tourism industry need to accept and use it.19 brieing.
Photo images and video content should be curated The Visiting Journalists Programme and
and used in all marketing and communications activities, Familiarisation Tours should be revitalised by
ensuring that the imagery is in line with the brand and staggering delegate arrivals throughout the year and
signature experiences associated with the brand. developing tailored itineraries and Vip programmes for
key journalists, editors and travel agents. applications
PRODUCE AND CURATE ORIGINAL CONTENT — and criteria for selection must be reined in accordance
original and curated content is the cornerstone of with international best practices. credible journalists,
digitally savvy campaigns and communications, serving editors, travel agents, wholesalers and bloggers should
as a visual reference for the brand and epitomising be invited to visit sri Lanka and then their content be
brand values. evaluated.

CORE STRATEGY 3.1: Actions to Sharpen the Brand Focus
Lead agency
31 hire a creative agency to review current brand identity to SLTPB draft Tor increased
assess whether to continue with current logo and tagline sLTda Q1 2017 brand equity
or redesign and revise messaging and images in line with sLcb and awareness
Tourism Vision 2025.
develop a brand toolkit that can be made available to
broader tourism industry. encourage use of toolkit through
industry partnerships and launch road show.
32 create updated or revised campaign with specific, SLTPB Q2 2017
appropriate messages for each priority source market. sLTda
Tourism
associations
33 use new research findings (chapter 2) to create new SLTPB sLTda Q3 2017
campaigns with specific messages for each priority niche Tourism onwards
segment and signature experience. associations
34 revitalise publicity collateral. develop still and moving SLTPB Private Q1
image library with negotiated copyrights. produce and curate sector 2017
original content, including niche and signature experiences. onwards
35 develop and implement public relations and SLTPB 2017
communications strategy including consistent safety and SLCB onwards
security messaging and regular press conferences. Private sector
36 develop structured visiting journalists programme, SLTPB 2017
including tailored itineraries, catering to range of media SLCB onwards
journalists and content editors. Private sector
37 Develop marketing internship programme for innovative Tourism 2017
content production (photographers, content writers, Ministry onwards
designers, bloggers, etc.). SLTPB
note: sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau; sLcb, sri Lanka convention bureau.
3.2 Embrace the Digital Age sri Lanka’s destination marketing efforts have not fully
embraced the digital landscape, lacking ingenuity and
national tourism organisations worldwide are having relevance. government procurement procedures, which
to change their ‘bricks and mortar’ approach with the are not entirely familiar with this space, have also limited
advent of the digital age. The most important element of marketing efforts.
marketing is now digital marketing. online and social
media platforms are the irst source of information digital channels may be used for various purposes,
for travel abroad. Travellers use smartphones and including outreach, research, crisis management,
tablets throughout their trip, so travel companies and community mobilisation and recruitment, to reach
destination marketing organisations have multiple emerging markets and domestic travellers. This chapter
opportunities to communicate and connect with ‘hot discusses marketing-speciic priorities. To this end,
leads’ over a longer period of time. embracing digital a comprehensive digital marketing roadmap must
media and communications means the destination can be prepared. This would include website design and
remain relevant for longer. development, content creation, management of social
media channels (facebook, Twitter, instagram, snapchat,
Well-designed professional campaigns properly Wechat, Weibo, baidu, etc), search engine marketing,
implemented across digital platforms can broaden search engine optimisation, travel apps, and online
consumer and trade reach. They are signiicantly platforms (e.g., Tripadvisor).
more cost effective than conventional above-the-line
advertising and offer an added advantage of an evolving external consultants should be tasked with executing
approach, with the ability to track progress and results content plans in consultation with sLTpb, and online
in real time. presence should be highly curated.
50 TSP 2017-2020
as an immediate priority, a visually striking, highly This website should be combined with engagement
functional destination website that is rich in content, in appropriate social media channels. social media is
customer friendly and mobile responsive, and includes the fastest-growing means of consumers interacting
search capabilities according to location, signature with destinations and their products. channels such as
experience, and type of product should be developed facebook, instagram, baidu, Tripadvisor and Weibo
and regularly updated. it must contain a series of should be considered alongside the Vsm, and content
interactive routes and itineraries themed according plans for each channel should be developed. These
to experience, geography, duration and area of further feed into concurrent digital marketing campaigns.
travel. These itineraries will provide potential visitors
with information on a range of alternative holiday consistent, active engagement with potential
experiences in sri Lanka and spread visits beyond travellers online creates a unique environment where
the current hotspots, resulting in broader dispersal of conversations happen. This can be stretched across
economic beneit and taking the pressure off sensitive website and social media channels, for example by using
cultural and wildlife sites. an online help desk or customer service desk on the
website. sri Lanka Tourism will also need to synergise
in the spirit of cooperation with private enterprises, its online presence with industry and the related private
the website should be a tool for signiicant value sector to engage with social media systematically,
addition for SLTDA-registered tourism businesses. consistently, professionally and regularly.
it can contain details of these businesses under
it is critical to establish a digital marketing team or
appropriate categories (e.g., accommodations, tours,
cross-functional working group with core digital media
attractions, retail arts and crafts, local cuisine), links
capabilities to handle this work. There should be at least
to the operator’s website (if applicable), and monthly
three competent full-time social media communications
promotional editorials. The site can also include an
staff to source stories, upload those stories and photos,
interactive events calendar covering man-made and
answer questions, and connect with consumers. They also
natural events. Website images and editorial should
need to organise insta-meets to bring focus on sri Lanka
be in line with Tourism Vision 2025 and promote
through this medium. it is necessary to outsource the
sustainable tourism practices and experiences.
expertise where it does not exist in house (see chapter 6).
CORE STRATEGY 3.2: Action to Embrace the Digital Age
Lead agency
38 prepare a digital marketing roadmap using multiple SLTPB prioritise, improved
channels for wide reach to 10 priority markets. consultant implementation by results
end of Q2 2017 from online
39 redevelop Sri Lanka Tourism consumer website. SLTPB new website distribution
sLTpb, sLTda, sLcb staff should: SLTDA framework channels
• collate detailed destination and experience SLCB completed by end
information with emphasis on visuals consultant Q3 2017.
• Write copy with audiences in mind continuous visible
• strict copyright considerations progress will be
• assign responsibility for management of site, including seen.
weekly updates on posts, analytics and trafic
40 develop digital interactive visitor touring routes and SLTPB Q2 2017
digital interactive events calendar Private sector
41 establish virtual help desk for visitor support and SLTPB Q2 2017
interaction Private sector
42 provide value addition for SLTDA-registered SLTPB Q2 2017
businesses on sri Lanka Tourism consumer website sLTda
43 Strengthen digital capacity within sri Lanka Tourism SLTPB Q2 2017
with cross-functional working groups, new recruits, sLTda
temporary consultants and by outsourcing

3.3 Harness the Power of Staging in connection with World Wildlife day or World elephant
day, and a campaign about the one-of-a-kind elephant
The current emphasis on trade shows and public road gathering in minneriya could be promoted alongside it.
shows must be rigorously examined to ensure they are
delivering strong return on investment. each show should events are an excellent way of attracting visitors, with
be measured against strict criteria because the value the added bonus that they can be scheduled during the
of these types of promotions are being questioned by low seasons to help even out visitor demand. a dynamic,
national tourism organisations globally as the internet is multifaceted annual events calendar is an excellent tool
becoming the top source of information for prospective for building and marketing the sri Lanka brand while
visitors, and there is a move toward independent travel. showcasing sri Lankan talent and heritage. events can be
timed to highlight the island as an all-season destination
participation at trade shows needs to be critically and to promote particular locations or lesser-known
assessed according to presence (how important is attractions (e.g., a world-class event in passikudah,
it to be there), activities, attendance, spending, and international suring and kite suring championships
value for money, particularly considering the types of in arugam bay and kalpitiya). The calendar should
markets and the targeted segments. There are mainstay have a quarterly international standard event to attract
trade shows in each key source market (e.g., World visitors from the region and showcase the country (e.g.,
Travel market in London, international Travel bourse international artist, celebrity chef). an events calendar
in berlin, international french Travel market Top resa needs to cover a running 12-month period at a minimum
in paris) that should be continued, but they should but preferably two to three years in advance. it should
be maximised. These major events provide a captive include events, festivals, holidays and signiicant natural
audience of travel communities, which can be leveraged phenomena (e.g., whale season, elephant and bird
for product launches and publicity stunts. They can also migration). These events will help create content that
be coupled with fringe events and consumer activations people can share in real time, which is a form of direct,
to amplify the brand and its values. a calendar of luxury authentic advertising (see sample events calendar in
fairs (e.g., Virtuoso, pure) and niche fairs (e.g., bird main annexes, page 113).
watching, culinary, wellness, cruise and sailing) should
be considered to support sri Lanka’s transition to the rather than replicating what is done elsewhere, it is
high-value and niche segments. industry partners could important to develop home-grown events with a distinct
be given responsibility for such activities when the market identity that showcase special elements of the island and
begins to mature. can help develop niche segments. for instance, Vesak
day is an iconic event celebrated throughout sri Lanka in
in future, it may be more effective to have in-market may (international example: songkran Water festival in
representation by a company that can connect with Thailand). ideas for events are listed in box 2 but must be
industry and the media on an ongoing basis; a cost– assessed for viability and produced in a partnership of the
beneit review needs to be undertaken to determine public and private sectors.
whether this is the case. models comparing return on
investment for trade representation, public relations and To support local events, a clear and consistent events
advertising can be developed to establish the most- policy must apply to all applicants. The process can
effective method of delivery in international markets. be made more eficient through an online application
This model has proven successful in several other process and a way of evaluating the tourism value or
countries and offers signiicant value for money. potential of a proposal. sri Lanka Tourism will target and
provide support for events held in the off-season and in
Publicity stunts often provide excellent return on speciic areas to encourage visitor dispersal. This strategy
investment. provided they are in line with brand values may also be used to disperse domestic travellers during
and are tasteful, they can gain signiicant exposure in holiday seasons to help reduce over-visitation. an events
mainstream media and go viral. at least one publicity grants scheme could be set up to provide incentives for
stunt should be held each year in priority and emerging provincial governments and entrepreneurs to develop
markets. These can take place in target countries or in such events with community involvement (e.g., regional
sri Lanka, with adequate exposure, but relevance to the food festivals, craft celebrations, beach bazaars). There
market segment and being trend conscious are critical to are opportunities for signiicant events that can showcase
success. for example a giant papier-mâché elephant in unique features or lesser-known attractions of sri Lanka,
Trafalgar square can create publicity for the uk market to such as marathons and triathlons in scenic locations, for
visit elephants in the wild in sri Lanka. This could be done example the hill country.
52 TSP 2017-2020
BOX 2: EXAMPLE EVENT IDEAS
ROOTS SRI LANKA — an annual celebration of everything that stems from sri Lanka; an embracing of
the sustainable simple life; an appreciation of everything local, from elders to heritage to peace. see the
extraordinary in the ordinary (e.g., fruits, vegetables, spices, trees, medicinal plants, lowers, folklore,
dance, music, astrology, indigenous rituals, gems, meditation, history, architecture). With the support of the
provincial councils and local government, this event can be held in a different location every year. it can be
one major event with related activities throughout the year.
COLOMBO PARADE — one weekend a year when the colombo fort and pettah areas are closed to trafic
and the public can walk the streets in a carnival atmosphere. historical traditions can be commemorated with
food, costumes and loats. seminars and workshops on living heritage with a focus on architecture, history and
traditions can be organised. This event should have active participation of schools and can become a must-see
event for international and domestic visitors alike.
The sLcb has made strides in developing sri Lanka’s small national park with ranger guides. not only do they
mice market, but the industry has been predominantly deliver high-net-worth visitors and higher returns to the
focused on conventions and exhibitions. conventions private sector, but they also enhance the image of sri
can only host up to 2,000 attendees until a suitable high- Lanka as a high-value tourist destination.
tech convention centre is built (see chapter 4, section
4.3.4). nonetheless, there is considerable scope over sri Lanka can also consider hosting niche but high-proile
the coming four years to capture the incentive side of conferences that support Tourism Vision 2025 and the
the mice market. This is the creation of exclusive or un sdgs, for instance, a roots tourism travel fair with
“money can’t buy” experiences as special incentive a strong sustainable and community tourism focus and
packages for corporations, for instance, dinners at hilltop summits on special subjects (e.g., whale watching, wreck
tea plantations with helicopter transfers and trekking in a diving, wetlands, bird watching).
CORE STRATEGY 3.3: Actions to Harness the Power of Staging
Lead agency
44 prepare selection criteria for trade and road shows and SLTPB private Priority in Q1 staged
prepare trade and road show calendar. include specialist sector 2017 events
fairs based on targeting key markets and niche segments calendar
based on the visitor segmentation model. developed;
45 develop and execute at least one public relations stunt per SLTPB Q2 2017 return on
source market per year. Publicity team onwards investment
monitored
46 prepare a comprehensive annual events calendar, with SLTPB Priority in Q1
emphasis on home-grown events, regional events and events Provincial & 2017, onwards
during the low seasons. develop an events policy with pre- local
plan objectives and a post-evaluation. government
47 Establish events grants scheme to encourage local events SLTPB Q3 2017
and entrepreneurship. Provincial &
local
government
48 identify and develop at least 10 “money can’t buy” SLCB annually starting
incentive packages to market systematically. Private sector Q1 2017
49 specialist travel fair in sri Lanka and subject summits in SLTPB annually starting
coordination with Tourism Vision 2025. SLCB Q1 2018
private sector
note: sLTpb, sri Lanka Tourism promotion bureau; sLcb, sri Lanka convention bureau.

3.4 Build Stronger Partnerships alignment. partnerships with media groups should go
beyond advertising contracts or single programmes,
sLTpb and sLcb should be the lead agencies in overall and they can help develop world-class editorial content,
destination marketing, working closely with other photography, footage and digital content that can be
government stakeholders, provincial governments used for multiple media channels. for instance, and
and private enterprise (see chapter 1 for working based on the target markets, animal planet and national
arrangements). SLTPB and SLCB should enhance private geographic for the wildlife and ecotourism offering and
sector relationships and develop strategic partners for discovery channel and cnn for cuisine, luxury and
optimum collaboration, speciically in marketing. new experiences. speciic collaborations for television
series in specialist areas or pop culture, which sLTpb is
This partnership should be strengthened with regular already working on, should also be actively pursued; one
contact through formalised tourism advisory working in ive travellers have visited a destination they saw on a
groups representing sectors, experiences or niche television show, according to Tripadvisor. This content
segments. planning meetings can be held well in advance can be used for domestic markets as well.
of marketing events to ensure adoption of marketing
plans and initiatives. frequent follow-up meetings should sri Lanka Tourism can work closely and collaboratively
then take place to ensure implementation, which is the with key country promotional agencies, such as the
weakest link. for example, quarterly planning for trade board of investment, export development board,
shows can take place with themes, collateral, gifts, or sriLankan airlines, and Tea board. These government
any product launches being decided in advance. data agency partnerships use public funds more eficiently,
collated and analysed for the Vsm can support decision- avoid duplication of limited resources, and amplify the
making. in line with current practice, the private sector promotion.
should be involved in developing marketing action plans.
The above strategic partnerships can be entered into only
sharing knowledge and educating travel agents about after clearly deined criteria for evaluating each partner
sri Lanka and its product offering empowers them and their offering are established. furthermore, sri Lanka
as partners of sri Lanka Tourism. To this end, direct Tourism and the teams must have the capability and
educational interactions with the trade is essential, evaluation mechanisms in place to monitor progress and
particularly with individuals providing niche experiential results continuously.
travel experiences because sri Lanka is positioning
itself as a high-value destination. competitions can be another key partnership strategy is creating connections
held, with the winners being selected for high-value with target audiences by better understanding
familiarisation tours, as mentioned above. their hobbies and interests. by considering the niche
categories and market segments, the most-suitable
a quarterly quality digital newsletter for the industry corporate partnerships can be sought. These are subtle
should be sent to all registered tourism businesses and scenarios, for which there is not an obvious destination
overseas missions. rather than a list of past activities, the promotion angle. for example:
content should be progressive and engaging, including
aspects such as market insights, new research indings, > develop a strong connection between The pearl
upcoming events and promotional opportunities, which fishers opera (Les pecheurs de perles), a story
helps with advance planning and builds rapport. based in mannar in ancient ceylon, when it is
performed internationally and sri Lanka. This is a
by entering strategic partnerships for joint promotion, direct consumer promotion and a link with visitors
sri Lanka Tourism can gain greater value for money. This interested in high culture.
can be done with key stakeholders such as airlines, major > facilitate product lines, for example, sri Lanka
hotel groups, cruise companies and niche tour operators summer collection or colombo collection (a line of
to outline cooperative marketing opportunities. clear summer crockery, swimwear etc.) from reputable
policies and agreements must be entered into to ensure international home and lifestyle companies, which
mutually beneicial outcomes. can also connect sri Lankan designers.
> place sri Lankan specialities and lavours on the
strong strategic partnerships with global media world culinary map (e.g., create a national dish and
groups should be built to take brand sri Lanka to the cocktail that can be introduced on menus around the
world. selection of media groups should be based on world; identify and promote traditional recipes and
the markets targeted, the content available and brand food items).
54 TSP 2017-2020
representation of sri Lanka through brand champions Lanka Tourism. This maybe of signiicant value in niche
could add additional value to brand building and segments, for example, wildlife and photography or bird
strategic partnerships. carefully selected high-proile watching. it is also important to have brand champions
individuals who are well respected in their ields and who are the “real faces of sri Lanka Tourism,” such as
represent sri Lanka on the world stage could formalise knowledgeable tour guides, local vendors, independent
their representation through partnership with sri operators and young entrepreneurs.
CORE STRATEGY 3.4: Actions to Build Stronger Partnerships
Lead agency
50 set up tourism action groups to share industry trends SLTPB, SLCB 2017 public–private
and plan ongoing campaigns; develop calendar of regular private sector ongoing partnerships in
meetings and follow-up. marketing and
51 Train travel agents (linked to familiarisation tours). SLTPB 2017 promotion are
SLCB the norm
52 produce and digitally distribute quarterly industry SLTPB 2017
e-newsletter for sri Lanka Tourism stakeholders. SLTDA
53 establish strategic partnerships with joint corporate SLTPB Q2 2017
promotion and activation. SLCB ongoing
54 establish strategic partnerships with global media groups. SLTPB Q2 2017
ongoing
55 Create connections through hobbies and interests (e.g., The SLTPB Q2
pearl fishers opera, sri Lankan cuisine, product lines). 2017
56 identify brand champions (e.g., cricketers, celebrity chefs, SLTPB Q1 2017
“real faces”) to promote sri Lanka as a tourism destination. ongoing
Endnotes
19. There needs to be a review of the current brand identity (brand and brand values including logo and tagline of ‘Wonder of asia’)
to establish if it is currently delivering as mentioned, or whether a new brand needs to be developed, followed by an ongoing
brand health evaluation.

56
Developing
Sustainable Destinations
CHAPTER 4
57
Successful and sustainable tourism industries tend agencies at all levels (national, regional, local and
to be built from interconnected and complementary municipal).
regional and local destinations. These destinations
have, over time, deined their unique selling Planning enables key catalytic or anchor projects
propositions. They have also combined attractions, to be developed so that other projects may follow.
amenities, access, human resources, image and prices to Typical examples of catalytic projects are roads, airports,
match their demand and supply dynamics. ppps, ongoing jetties and marinas, urban regeneration, and high-value
dialogue and joint planning between national, regional integrated accommodations. in the case of natural and
and local stakeholders underpin such destinations. cultural attractions, institutions not directly involved
in the tourism industry provide many of these catalytic
Sri Lanka has not systematically and proactively projects, which means that a whole-government
engaged in planning destinations. Tourism has grown approach to destination planning and development can
and is growing opportunistically, which has led to the greatly contribute to accelerating tourism growth.
regional disparities described earlier.
Sri Lanka should move toward establishing a

Current Context
tourism planning framework and approach that can sri Lanka’s greatest strengths as a destination lie in its
effectively build sustainable tourism destinations by extraordinary diversity of natural resource assets, ancient
conserving, developing and implementing integrated and modern culture, rich history, and friendly people.
tourism destination plans, while facilitating sustainable added to that is sri Lanka’s compact size and strategic
destination management. Tourism planning is especially location in the indian ocean. its challenges lie in that this
important so that resources can be directed where they rich mosaic of endowments is not organised to deliver
can provide the greatest beneit and for government optimal economic and experiential beneits.
STRENGTHS
• hundreds of signiicant cultural sites, national parks, forests and sanctuaries around the country
• eight unesco World heritage sites
• opening up of signiicant areas that were not easily accessible during the civil war
• relatively small island with short distances between tourism sites
• 61% of the national road network developed
• Two international airports with planned expansions and upgrades
• development plans for domestic light aviation network
• colombo and other strategic port expansions and upgrades
• good telecommunications and internet, strong information and communication Technology plans
for the country
• accessible high standards for services such as health care and banking
CHALLENGES
• Limited systematic implementation of existing plans and projects

• protracted and disjointed government decision-making and approval processes
• inconsistent policy and political interference in infrastructure priorities
• no formal, organised destination management framework linking central, provincial and local
governments
• economic disparity between areas, particularly those inaccessible during the civil war
• cases of over- and under-development leading to destinations not evolving individual “personalities”
• Long travel time because of road conditions and congestion
• Limited vital connectivity infrastructure such as highways and domestic aviation and leisure
infrastructure such as cruise facilities, tourist jetties and marinas
• Lack of established tour routes to north, east, northwest and southeast
58 TSP 2017-2020
Destination Planning Sri Lanka seeks a greater diversity of visitors to
stay longer and spend more wherever they visit in
Destination planning — the process and the the country. every visitor should have a positive and,
output — is the irst and most-critical tool to where possible, world-class experience so that they
address fragmentation of human and inancial return to their homes as ambassadors and advocates
resources, and, to distribute tourists and tourist for the destination. achieving these outcomes depends
experiences. The tourism economy involves a set of on a broad tourism-related infrastructure that caters to
experiences delivered by many organisations in the multiple price points and interest groups.
public and private sectors. it is essential that they work
together to better use and manage resources, which an important starting point is to identify tourism hubs,
strengthens the quality of the visitor experience and the corridors and gateway towns that have a critical
performance of businesses. mass of supporting services (e.g., banking, retail,
food and beverage, healthcare, accommodations,
by strengthening the tourism economy, services that places of interest) to accumulate and then distribute
local people enjoy, such as restaurants, attractions, arts visitors (to the next hub). access is a major determinant
and entertainment, will also beneit; actions directly in how hubs, corridors and gateways, and eventually
aimed at making somewhere a better place to live and destinations, will develop. air, roads, rail, and perhaps
work will also make it a more appealing place to visit. the sea and rivers link the gateways and hubs and offer
destination planning can play an important role in different experiences. each gateway town, corridor
identifying how local services (e.g., planning, transport, and hub has a number of attractions or assets nearby,
environmental management, leisure and recreation, such as national parks, marine parks, cultural sites and
culture and the arts) can support the visitor economy. religious sites that add to its value and appeal. The
by showing these links, tourism can be considered tourism gateways, corridors and hubs can:
less in a silo and more as a core contributor to
economic and social development. > harness the natural and cultural values of the
country
Every effort should be made to integrate national,
> disperse tourism more broadly across the regions
district and municipal plans. based on the priorities
> diversify the range of tourism experiences for
and actions set out in the Tsp, the mapping of tourism
visitors
regions, nodes, gateways and hubs may evolve along
> provide opportunities for poverty alleviation and
current administrative lines to facilitate implementation.
employment across the country
nevertheless, complementarity and cooperation between
> provide opportunities for micro, small and medium
districts and provinces is important. Tourism Vision 2025
enterprises (msmes) and smes to prosper
designated ive tourism regions for planning purposes
only: colombo & Western megapolis Zone, cultural
a critical factor for successful tourism planning is an
heartland & east coast Zone, north & north Western
organised destination management structure. This
Zone, southern coastal Zone, and hill country Zone. it
is usually a public local entity that meets regularly
remains to be seen whether these regional designations
and brings together public, private and community
or existing provincial and district boundaries will frame
stakeholders to monitor progress and address
the planning process and decisions about infrastructure
challenges that arise during implementation of a
development or other public investment. nevertheless,
destination plan. These kinds of entities are completely
for destination planning purposes, it is constructive to
absent in sri Lanka, but there is scope to develop them
view the island in terms of tourism regions, corridors,
with constitutionally devolved responsibilities.
hubs and gateways.
DEVELOPING SUSTAINABLE DESTINATIONS 59

MAP 4: New Tourism Development for Feasibility and Consideration
ait Kankesanthurai INTERNATIONAL AIRPORTS

Str
P alk DOMESTIC AIRPORTS
Jaffna
MAJOR PORT
MARINAS
Delft Island
SLTDA TOURISM
DEVELOPMENT AREAS
Palk Bay TOURISM HUBS
Mullaittivu (MAJOR & EMERGING)
TOURISM GATEWAY TOWNS
EXPANDED TOURING ROUTES
Mannar
Gulf of
Kuchchaveli
Mannar Nilaweli
Trincomalee Port
Trincomalee
Bay of
Bengal
Kalpitiya Anuradhapura
Hingurakgoda
Palavi Habarana Polonnaruwa
Passikudah
Kalkudah
Batticaloa
Kurunegala
Laccadive
Sea Kandy Oluvil
Pinnawala Ampara
Digana Palamunai
Negombo Bandaranaike
Intl. Airport
Dikkowita
Colombo Nuwara Eliya

Colombo Bandarawela Ella Pottuvil
Port Mount Lavinia Arugam Bay
Ratnapura
Okanda
Beruwala
Bentota
Dedduwa
Madu Ganga Mattala Rajapaksa
Intl. Airport
Akurala
Hikkaduwa INDIAN
Galle Hambantota Port OCEAN
Unawatuna Tangalle
Mirissa
0 25 50 Kilometers
note: The map is a visual aid but is not comprehensive. There are many hundreds of additional cultural heritage sites that are not depicted but could be
developed to increase the depth of attractions on touring routes.
60 TSP 2017-2020
MAJOR TOURISM HUBS each with its own value proposition – with the right
major tourism hubs are well-established destinations investment, management and community involvement.
that attract visitors and form the mainstay of travel additional emerging nodes are the government-planned
itineraries. They include destinations with a wide range integrated developments in iranawila, dedduwa, akurala
of accommodation options, attractions and support and kuchchaveli.
services, such as colombo, kandy, galle, negombo
and the southwest coast, although there are still TOURISM DEVELOPMENT AREAS
opportunities for development in these destinations, an important part of this detailed planning effort will
particularly in niche segments. be analysis of sLTda-held land, identiied as Tourism
Development Areas, in 14 locations, including beach-
EMERGING HUBS front lands and islands in: Hikkaduwa, Bentota,
emerging hubs are centres of signiicant or emerging Unawatuna, Mount Lavinia, Pinnawala, Negombo,
tourism as attractions, centres of accommodation, or Beruwala, Nilaweli / Uppaweli, Madu Ganga,
both. They rely on major hubs for support services and Arugam Bay, Trincomalee, Kalkudah, Kalpitiya, and
connectivity, such as touring routes. current examples
Kuchchaveli. The original intent of developing these
include habarana, polonnaruwa, Jaffna, nuwara eliya,
areas was to facilitate international tourism resorts. such
Trincomalee, mirissa and Tangalle. in 2025, the following
sites have acted and can act as catalysts to stimulate
hubs could emerge as major tourism hubs.
growth of new destinations. The nature and scale
of those new developments can set the tone for the
> TRINCOMALEE — being a natural harbour and
perception and reputation of the destination, so great
in close proximity to expansive beaches and a
care must be taken to avoid unintended consequences.
range of natural and cultural heritage attractions
and marine tourism, Trincomalee will develop
TOURISM GATEWAY TOWNS
into a major tourism hub. in particular, adventure
gateway towns provide strategic access to other
and exploration cruise ships, super yachts and
destinations, for example, as stopovers or crossroads.
leisure ishing boats are likely to be attracted to
This is especially important in the short-term because
Trincomalee, so suitable water-based infrastructure
transport links have not been developed. With the right
and recreational facilities should be developed
clustering of activities, visitors might stay an extra night.
accordingly.
They may also be locations that help to manage capacity
and spill-over from nearby tourism hubs, especially
> HAMBANTOTA — hambantota will emerge as a
at peak times. They can help distribute visitors to
major industrial city and shipping port with mattala
different locations, especially with the emergence of
international airport and serviced by the highway
more-independent travel and traveller conidence.
from colombo. The city is near a wide range of
developing these gateways to be more self-suficient
marine and land-based tourism destinations and
could help with business viability because costs of
has a large convention venue, which could facilitate
goods and logistics can be reduced when products
commercial-scale tourism.
and services are available locally. gateway towns are
described in Table 4.
> JAFFNA — With infrastructure development,
greater connectivity and a domestic airport, Jaffna
There is a gradual evolution of tourism gateways
will emerge as a commercial and tourist hub. its
into smaller and larger hubs. for instance, ella was
traditional culture, architecture and food should be
a stopover location or gateway for visitors heading
conserved and enhanced for visitors to learn about
to other towns, namely the east coast, but has since
and enjoy.
organically developed into a destination in its own
right. nonetheless, some destinations will not become
smaller hubs, albeit at varying scales of growth, include:
major hubs with greater connectivity and international
batticaloa, arugam bay, ella, mannar, passikudah,
airports. not only is this to tackle urban sprawl and
kalpitiya. although of strategic value, they currently
maintain authenticism, but also based on their carrying
face challenges due to both tangible and intangible
capacity, biodiversity and community considerations.
infrastructure. These can emerge as tourism hubs

TABLE 4: Potential Emerging Tourism Gateway Towns
Location Significance Access

Kurunegala several notable historical sites, including impressive on route to kandy, anuradhapura,
remains of citadels and palaces built by sri Lankan passikudah and bia airport
kings, buddhist temples, and monasteries
Ratnapura gem mining on route to hill country, sinharaja
rainforest and ella and opening to east
Anuradhapura unesco World heritage site but currently has only opening to Jaffna, north and east
small hotels and homestays
Around Digana Quality golf course and can ease congestion in access to kurunegala and central
kandy highlands, eastern national parks
Around Tea estates and potential for ecotourism, can ease connects to Wellawaya
Bandarawela congestion in nuwara eliya during peak season
Okanda along the south coast, just outside yala national access to arugam bay and east coast
park; good surfing
Pottuvil coastal town on east coast, close to arugam bay access to east coast
Mullaitivu historical significance and two renowned birding access to northeast coast
areas nearby—chundikulam sanctuary and kokkilai
bird sanctuary
Wellawaya potential for community tourism, linked to hill country access to east and south east coast
Connectivity and Accessibility other major road projects that have been proposed are:
> katunayake–anuradhapura expressway
ROADS > northern expressway (anuradhapura–Jaffna)
The road network around sri Lanka is dense and well laid > eastern expressway (anuradhapura–Trincomalee)
out, providing basic coverage for the country’s population > south-east expressway (hambantota–batticaloa)
and centres of economic activity. in 2015, 87% of internal > ruwanpura expressway (kahathuduwa–pelmadulla
tourism trips were taken by road20. via horana)
> colombo metropolitan highway 1 (kirulapone–
Buses are a common means of transport for visitors, and kadawatha)
services reach even the remotest corners of the island, > colombo metropolitan highway 2 (colombo fort–
although travelling can be a frustratingly time-consuming kottawa)
process. The island’s narrow roads are congested with > colombo metropolitan highway 3 (colombo fort–
trucks, buses, pedestrians, cyclists and tuk-tuks. The road peliyagoda)
from colombo to kandy (a distance of about 100 km)
takes approximately 3 hours by car, bus or train. The bus given these circumstances and that overcrowding on
trip across the island from colombo to arugam bay is not roads other than expressways is likely to continue for
direct and takes at least 10 hours for a distance of 320 km. years, alternative means of access should be developed.
many independent travellers opt to hire a car or van and
driver. The congested narrow roads are a challenge for RAIL
self-drive travellers. sri Lankan railways have great potential to increase
the depth of the country’s tourism product. The rail
The road development authority has a national highway infrastructure is old and service is slow, but trains often
network plan, and a major ongoing programme across traverse far more scenic routes, (e.g. the colombo to
the island of road widening and highway upgrades, which galle route along the coast and in the tea country from
will gradually improve the situation. The country’s irst nuwara eliya to ella) and are sometimes quicker than the
proper highway, the southern expressway, opened in clogged narrow roads.
2011, has reduced travel time from colombo to galle from
approximately 3 hours to just one. The plan provides for The addition of irst class tourist rail carriages and
an orbital beltway to bypass colombo and reduce trafic premium private sector operations have improved
congestion and a central expressway (due to be completed traveller comfort, although service is still slow and
by 2018) to link colombo with kandy and dambulla. relatively inconvenient for tourist travel. investment
62 TSP 2017-2020
in rail services, whether through ppps or direct public participation and, more in general, for proitable operations.
investment, should be a priority. The government has on the supply side a key observation is that the gosL
proposed three new rail projects that are projected to be subsidises the market through the sLaf’s involvement in
completed in the next three years: the management of domestic airports and in the provision
> matara to beliatta of commercial air services. helitours plays a relevant role
> beliatta to hambantota in the market as it contributes to serve and to generate
> kurunegala to habarana demand for air services, which might not be available
otherwise. it must be noted though that the price distortion
AIR created by the subsidised fares makes it harder for private
INTERNATIONAL sector operators to enter the market and to compete
as an island nation, sri Lanka depends very heavily effectively, and therefore retards the development of the
on air access. efforts must be focused on maintaining domestic aviation industry.”
current lights and increasing current route capacity and
frequency. To meet expected expenditure growth under Seaplanes provide access to the key tourism hubs but on a
a scenario of high-value tourism, it will be necessary to small scale. There are approximately 20 waterdromes in use,
achieve viable new routes. The 2020 plan to open the which include tanks, reservoirs and lakes around the country.
second runway for bia will be able to accommodate up to
15 million passengers per year. WATER
sri Lanka is endowed with extensive marine resources
air services are added in response to increasing demand — offshore, near shore and inland. The natural assets of
for the destination to the point where new or increased reefs, marine life, picturesque islands and bays welcome
air service appears to be viable. The number of charter high-value visitors, and attract super yachts, ocean sailors,
lights to sri Lanka is growing, which bodes well for future divers and snorkelers, lagoon and canal houseboats, day
scheduled services. cruises, and sports ishing. The capacity to build these
segments is restricted if marine tourism operations are
mattala international airport is a signiicant infrastructure limited to beach-based landings.
investment that is underused. despite its many
shortcomings, it offers opportunity for tourism as a future Tourist excursions take place on old or modiied boats,
hub convenient to a number of marine and land-based and cruises and leisure boats must use commercial ports
wildlife hotspots and the highland tea areas. or ishing harbours, which compromises the visitor
experience. cruise ships (estimate of 40 ships in 2015)
The impact of re-routing and operational changes at the dock in colombo, galle, hambantota, and Trincomalee.
national carrier – sriLankan airlines – will need to be a private company has constructed mini-marinas in
assessed in 2017. mirissa and beruwala. narrow waterways limit access
to inland waters, but there is potential for houseboats
DOMESTIC on inland lagoons and lakes. This segment of visitor
in aviation, partnerships between national and provincial accommodations is a key component of the tourism
governments, national tourism bodies and economic experience in kerala, india, for instance, where there are
development bodies must be supportive, and recognise more than 1,000 registered houseboats and riverboats.
the importance of air services. The national Air Force meanwhile, in sri Lanka, there is only one commercial
providing commercial lights in nonemergency riverboat with overnight accommodation.
situations should be reviewed. The operation of sri
Lankan air force helitours is an impediment to the entry The department of aquaculture resources is committed
of private sector aviation services in sri Lanka because they to upgrading or replacing a number of jetties (e.g., Jaffna,
compete unfairly by operating with government subsidies. eluvativu, analathivu, kapparatota, Weligama, mirissa,
kudawella). similarly, the sri Lankan ports authority
a recent study21 found that: “overall the (domestic) market controls the three major ports of colombo, Trincomalee
is fairly underdeveloped: the limited tourist demand and hambantota, as well as kankesanthurai (being
for some of the domestic routes, limited availability of reconstructed) and port pedro in the north, galle harbour
scheduled seats and perceived high cost of air tickets and oluvil on the east coast, north of arugam bay.
from private operators are some of the key factors leading
to the low levels of trafic. a key consideration from the The Western region megapolis project is evaluating the
analysis of the domestic aviation market is that the low use of inland waterways and the canal network for public
trafic volume limits the opportunities for private sector transport.

Core Strategies
The following four core strategies have been identiied as the priorities for the next four years to facilitate sustainable
destination development. not all of the actions in the tables below are under the remit of the sLTda, but they are
included here as focal points for stakeholder partnership projects to be implemented using the kinds of collaborative
and ppp mechanisms discussed in chapter 1.
DEVELOPING SUSTAINABLE DESTINATIONS:

1. IMPLEMENT INTEGRATED
DESTINATION PLANNING
2. DIVERSIFY PRODUCT RANGE AND

CREATE SIGNATURE EXPERIENCES
3. IMPROVE CONNECTIVITIY TO
TOURISM EXPERIENCES
4. FOCUS ON DESTINATION DEVELOPMENT

VIA ‘TRANSFORMATIVE TOURISM PROJECTS’
4.1 Implement Integrated an initial analysis of regional attributes is captured in

the destination planning map (map 4), which shows
Destination Planning the links between key destinations, current tourism
a dedicated, well-resourced destination planning team experiences, products, access and infrastructure. more-
within the sLTda that can use the concepts outlined and detailed mapping efforts are required.
translate them into a comprehensive national destination
development plan including tourism zones will greatly investment is essential not only in tourism hubs, but also
enhance efforts to implement destination planning in touring route infrastructure (e.g., wayside stops,
and development. a small team of tourism planning viewpoints, interpretive centres, museums, markets).
professionals can use this plan to develop regional such developments can be government investments or
destination plans. key local stakeholders will need to be ppps. They should be high quality and of an international
consulted in the destination planning process. standard but have a local lavour, while focusing on
immersive experiences and use of innovative technology.
in the long term, the provincial council tourist bureaus for instance, visitors enjoy interactive experiences when
or their equivalent at the district level should be viewing traditional methods of craft, gem cutting or
strengthened to function as destination management artistic works.
organisations. They can be involved in gis mapping,
implement destination plans, prepare regional events in regions with msmes, there will be value in
calendars, monitor clean-up programmes, and develop a developing enterprise centres where micro-businesses
network of regional suppliers. programmes for capacity can come together, in a way similar to that of farmers
building and funding of these destination management markets — allowing a critical mass of quality produce or
organisations will need to be assessed. The destination products to be presented and building the appeal of the
planning team at sLTda will provide leadership to these attraction to visitors.
organisations and work closely with them.
64 TSP 2017-2020
CORE STRATEGY 4.1: Actions to Implement Integrated Destination Planning
Lead agency
57 establish a destination planning team within sLTda SLTDA Priority in destination
to prepare a national destination development plan and development Q1 2017 planning
tourism zoning consistent with this national plan. partner established
58 capacity building and strengthening of provincial council SLTDA 2018 as tourism
tourist bureaus (or their equivalent) to function as provincial ongoing development
destination management organisations. government tool
development
partner
59 initiate a countrywide gis mapping programme to use SLTDA 2017
local government networks to record lesser-known provincial
attractions, folklore and traditional values that can be used government
in destination development.
60 develop at least four regional integrated destination SLTDA 2018–2019
plans for selected tourist hubs or regions where there is provincial
strong demand from provincial or district governments to government
guide the development of specific destinations. consultant
61 To ensure the supply side is considered, develop niche SLTDA 2017–2019
market national development strategies for each of the consultant
10 identified niche categories: health & well-being;
pilgrimage; bird watching; surfing & kite surfing; scuba and
wreck diving; whale & dolphin watching; cuisine; meetings,
incentives, conventions, exhibitions; weddings; cruises.
62 map locations for micro, small and medium size SLTDA 2018
enterprise centres in different regions. development
partner
4.2 Diversify Product Range and such as no or restricted plastic use, waste recycling and
renewable energy use.
Create Signature Experiences
To bring additional value to the tourism experience, it similarly, there should be enhanced protection of Sri
is essential to provide a diversity of experiences and Lanka’s coastline, viewpoints, heritage properties and
higher standards and to broaden visitor offerings from the fragile environments. stringent, consistent guidelines
current one-dimensional products to the multidimensional must be introduced for building heights, roof gradients,
range of experiences. This would expand the product buildable density, and building materials on the coast
offering and open tourism experiences to a wider range of and in environmentally sensitive locations. speciic
visitors, increasing the country’s competitive advantage. locations should be zoned for higher-rise properties.
A strategic tourism development process involves There should be legislation such as a beautiication act
ensuring that visitor infrastructure, access routes, to prevent signiicant visual pollution in environmentally
services and accommodations meet visitors’ needs sensitive locations by restricting large construction
across the range of targeted segments. that obstructs scenic views and vantage points. urban
conservation precincts should be demarcated to protect
Just as important as creating and enhancing new historic and exemplar architecture, particularly in
experiences is preserving the authentic locations that colombo. urban development guidelines should be
have grown organically. They have a unique sense of issued for new construction and renovation projects
place, look and feel; for instance, arugam bay, ella and within these precincts. There must be identiication
unawatuna. clear regulations, codes of conduct and of speciic buildings as protected heritage properties,
construction guidelines should be produced to prevent which adds to their value and helps preserve them. This
large-scale developments and enforce environmentally recommendation is not only to protect sri Lanka’s assets,
friendly business practices in a gradual phased process, but also to provide security for investors.

CORE STRATEGY 4.2: Actions to Diversify Product Range and Create Signature Experiences
Lead agency
63 evaluate protected locations and develop regulations, SLTDA 2018 some locations
codes of conduct and monitoring mechanisms Local government in sri Lanka
private sector preserved and
managed as
demonstration
destinations
64 stringent guidelines and consistent enforcement of SLTDA Priority in more integrated
regulations to protect Sri Lanka’s coast, viewpoints, other government 2017 destination
heritage properties and fragile environments departments planning and
management
65 assessments, planning and development as public–private SLTDA Priority more appropriate
partnerships of strategic integrated development projects Local government in 2017, private sector
private sector onwards investment
66 develop an urban night economy strategy and SLTDA 2017 improved
programme for downtown colombo (e.g., cultural shows, SLTPB onwards visitor feedback
markets, outdoor performances) as well as policy decisions private sector in targeted
on licensing, zones, etc. destinations
67 conduct scoping and prefeasibility studies for a network of SLTDA 2018 new product
international standard, interactive museums to showcase other government onwards development
sri Lanka’s heritage and encourage visitor learning: departments
• Tea museum in colombo
• Transport museum in ratmalana (expanded)
• flying boat museum in koggala
• silk road by the sea museum
• international cricket museum
• buddhist civilization centre
• rajarata hydraulics civilization museum in cultural Triangle
• asian War museum in north
68 evaluate feasibility for public–private partnerships for SLTDA 2018
culinary schools in different regions offering professional SLTPB
chef training and recreational tourist courses to promote sri private sector
Lankan cuisine.
69 develop a network of craft centres in each zone and SLTDA 2018
alongside major roads where visitors can watch craft making road development
and purchase items. private institutes and design schools can authority
work with these centres to develop more competitive and craft council
contemporary lines alongside their traditional wares. The private sector
centres will sell local foods and organic produce, and provide
comfort centres for journey breaks. They can have regular
dance and music performances involving local schools.
70 comprehensive feasibility and environmental assessments SLTDA 2019
for integrated golf courses. potential for two distinct golf Other government
circuits—mountain and coastal.22 departments
private sector
71 assist small and medium enterprises to develop high- SLTDA 2019
quality traditional crafts, spices, produce, gemstone other government onwards
cutting, small-scale manufacturing, and outlet and attraction departments
enterprises in hubs in locations known for these items. development partner
72 develop a plan for enhancing existing or creating major SLTDA Priority in
family recreation attractions for colombo city. other government 2017
departments
note: sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau.
66 TSP 2017-2020
speciic integrated development projects must carriages on major tourist routes. standing for several
be professionally planned and managed from hours in a non-air-conditioned carriage with baggage is
conceptualisation to commercialisation. These include not a high-value tourism experience. another idea is to
architectural concepts, land and environmental further extend the private sector use of sri Lanka’s rail
assessments, stakeholder consultation, community network with a regular luxury Orient Express style of
involvement, and investor engagement. Locations operation for upmarket day trips or extended touring
identiied during the duration of the Tsp include services. a private sector provider could introduce these
iranawila, dedduwa, akurala, and kuchchaveli. initiatives under a ppp.
The differentiation and diversiication of sri Lanka’s as an interim measure until marinas are constructed, it is
offering requires development of new and competitive recommended that the relevant government authorities
products comprising the urban night economy, determine a ixed annual price and allocate space in the
museums, culinary arts schools, royal craft centres, and isheries harbours and ports for leisure boats and yachts.
integrated golf courses — all to provide visitors with a
range of authentic, memorable experiences. sites not once the ongoing role of the air force in domestic
typically identiied for tourism should also begin to cater civilian aviation has been clariied, a programme of
to visitors with improved interpretation and become upgrading airports that service existing cities with
a part of touring circuits (e.g., agriculture parks, fruit signiicant tourism potential is a priority. potential
picking farms, agricultural research centres, ayurvedic airports are identiied for consideration in Table
gardens, traditional medicinal centres, meditation 5. an audit is required to determine the extent of
centres). The actions 63 to 72 are examples of speciic upgrade needed in each case, covering the technical
high-value products that support the identiied niche speciications of the runway and support systems,
segments and country positioning. terminal upgrades, and public transport access to the
airports from the closest city. Terminal upgrades should
4.3 Improve Connectivity to provide for the comfort and convenience of travellers yet
be consistent with a low-key island style and character.
Tourism Experiences additional specialised tourism-related aviation services
government agencies are responsible for the core are likely to develop, such as ixed wing and helicopter
transport links, and sLTda should advocate support of rides, general aviation services, and parachuting and
initiatives to improve connectivity, including expressway ultralight schools.
extensions, road and rail upgrades, airport expansion,
and new expressway construction. additional jetties and marinas are required at strategic
locations to fully harness the tourism potential of the
as an interim measure, until plans for highways and coastal economy. dedicated tourism jetties or mini-
roads are complete, the sLTda should consider marinas will be required at prime tourism coastal
alternate direct transport links. This is possible by ports to develop a sophisticated sector capable of
collaborating with the private sector to launch express handling visitors in comfort and safety for a high-value
luxury coach services to tourism hubs, including experience. The marinas should be planned with an
kandy, arugam bay, Trincomalee, and nuwara eliya, island-wide holistic perspective so that each has a
particularly during peak seasons. distinct functional identity. site-speciic feasibility
studies should be conducted to ensure they are
as an interim measure until more-regular tourist train proportionate and complementary to each location and
services are available, the sLTda should advocate to local ishing industries. existing and possible sites are
extending the number of irst class online-bookable listed in Table 6.

CORE STRATEGY 4.3: Improve Connectivity to Tourism Experiences
Lead agency
73 assess feasibility of express luxury coach services to SLTDA 2017 improved
specific tourism hubs in season under a ppp and issue a Private sector connectivity
request for proposals. leads to more
74 increase number of first class online-bookable train SLTDA 2018 visitors and
carriages on major tourist routes under a ppp. Railways extended stays
Department in targeted
destinations
75 advocate for a regular luxury Orient Express style of SLTDA 2018
operation on two major tourist routes under a ppp. Railways
Department
76 negotiate with relevant government bodies for fixed annual SLTDA 2017
price and allocated space in fisheries harbours and ports for Other
leisure boats. government
departments
77 develop strategy for domestic airport upgrades in line SLTDA 2018
with national plans and tourism growth profiles. ensure Civil Aviation
consideration of visitor services and experience in terminals. Authority
Provincial
governments
78 assess tourism jetties, piers and marinas in strategic SLTDA 2017–2018
locations and development of a holistic implementation plan Sri Lankan
with ppp; issue request for proposal. Ports
Authority
note: sLTda, sri Lanka Tourism development authority; ppp, public–private partnership.
TABLE 5: Possible Use of International and Domestic Airports in Sri Lanka
Airport Status Service potential

International
Katunayake existing international airport
domestic terminal to be located at bia instead
of ratmalana
Mattala existing international airport underused access to popular south and east tourism areas
and hambantota commercial area. possible charter
flight hub
Domestic
hingurakgoda currently air force base access to polonnaruwa and dambulla and to
kandy and national parks in vicinity. potential to be
assessed for international airport.
Trincomalee existing air force base and domestic airport access to east and northeast
kandy To be constructed direct access to hill country and central highlands
batticaloa air force base that has operated as domestic access to east and southeast including arugam bay
airport since July 2016
ampara existing air force base and domestic airport access to east and southeast
Jaffna existing air force base and domestic airport access to north
anuradhapura currently air force base access to cultural Triangle and cultural heartland
Zone
palavi currently air force base access to west, including kalpitiya and national parks
68 TSP 2017-2020
TABLE 6: Current and Potential Locations for Marinas for Consideration
Type Existing locations Potential future locations

Mini/Small marina or jetty beruwala, mirissa department of aquaculture resources–
identified locations
mannar, kalpitiya
Leisure marina none colombo, galle, Tangalle, Trincomalee,
(medium sized) batticaloa, Jaffna, palamunai
Working marina none dikkowita, oluvil, kankesanthurai
further advances in transport that come under the Through consultation with government institutions and
purview of other government institutions could include: the private sector, the following criteria were identiied
for the selection of transformative projects:
RAIL
extending the rail network to Colombo’s BIA, which > increase yield rather than volume
would avoid peak-hour delays in travelling from central > deepen market penetration and awareness
colombo to the airport. There is a station close to the > encourage msme growth in tourism-related business
airport, and an extension or dedicated coach transfer > can be managed sustainably
from the airport terminal together with increased rail > facilitate visitor dispersal and improves access
services would simplify and speed up transport from > increase diversity of products and experiences
the airport to colombo and connecting rail services. > achieve destination development in identiied
priority areas
AIR > create community beneits
sLTda should work with public and private aviation > can involve ppps
industry stakeholders to identify potential charter
lights and permanent route additions and align seven TTps that meet these criteria have been identiied
marketing initiatives to support these routes. stronger for further consideration. Location, economic viability,
partnerships between sLTda and the international and environmental feasibility need to be determined. key
and domestic airports as well as between sLTda and destination planning decisions should be taken to protect
the airlines serving sri Lanka would aid intelligence the low-impact, high-value potential of the sites to ensure
sharing and cooperative destination development and they do not become overrun by ad hoc development and
marketing initiatives. lose their unique points of difference.
There is a need for a domestic transfer gate at bia to ECOTOURISM DISCOVERY

facilitate passenger transfers. CIRCUIT (12- TO 18-MONTH
PROJECT)
4.4 Transformative Tourism
Projects (TTPs) sri Lanka can credibly place a strong focus on
ecotourism and realistically aim to be an international
it is recommended that a selection of key projects leader in ecotourism within a decade. key elements
be developed in the irst four years that can serve as of ecotourism include ethical business practices,
demonstration projects. These TTPs will help achieve sustainable environmental management, commitment
the goals of the TSP, enable Sri Lanka to embody to conservation, and local community involvement,
the Roots Philosophy and guiding principles, and which are closely aligned with Tourism Vision 2025 and
act as catalysts in developing new tourist hubs and embody the roots philosophy.
experiences and deining new product segments
around the country. each project will create a focal a new ecotourism-focused touring route will be deined
point that will conserve and showcase sri Lanka’s based on existing products and experiences that embody
unique natural and cultural heritage. The TTps will ecotourism principles. independent operators already
create anchor sites, which help draw visitors to a offer several immersive social, cultural and natural
destination and keep them there and, through their activities and experiences around sri Lanka, but they are
development, help increase business activities not connected and branded as one collective experience
throughout the area. that might appeal to consumers of ecotourism products.

a touring route could offer various schemes, including would be on developing the inventory, management
national tourism signage, national standards for visitor plans, and the presentation approach. There is huge
services, and ecotourism certiication (see chapter 5); potential for ppps to build mixed developments in and
free wireless would be provided at key sites to facilitate around the forts. for instance, hammenheil island fort,
social media postings for destination marketing that currently a navy-run hotel, could be developed into
could be developed in collaboration with input from local an asian War museum, with sections on hammenheil
communities involved in the projects. island and on the mainland (international example:
alcatraz in san francisco). This could be an anchor
This would be a irst-of-its-kind-in-asia 10-day fully attraction for the northern coast.
eco-certiied tourist itinerary. it should be branded and
showcase the best of eco-conscious sri Lanka through The purpose of this TTp would be to preserve these
authentic, home-grown socially and environmentally important historical buildings while putting them to
responsible businesses. The itinerary would include, good economic use. clustered together, they also
among others, platinum Leed-certiied accommodation present a compelling case for World heritage listing
in one of the planet’s oldest tropical rainforests, small on cultural criteria. The project would bring visitors to
tented camps in national parks, critically acclaimed local the peripheral parts of the island, encouraging visitor
architecture, locally grown and distinctly sri Lankan dispersal and demonstrating and strengthening the
cuisine, local village life, and traditional ayurveda roots philosophy.
spa treatments. What is unique about this itinerary
is that each interaction will be produced end to end COLOMBO CONVENTIONS
following the best ecotourism principles. potential & EXHIBITIONS CENTRE
sites on the route could be in sinharaja, deniyaya, ella, AND OTHER RECREATION
bandarawela, and haputale. (4-YEAR PROJECT)
The circuit can be expanded with new eco-discovery With the signiicant growth of 4- and 5-star hotels in
products such as rainforest canopy walks, wilderness colombo, international access offered through bia, the
and forest trails, and soft adventure options. specialist opportunity for the mice market to even out seasonal
wildlife research centres on subjects such as endemic tourism, and the strong potential for the mice market
species, birds, elephants, leopards and primates can be from india, there is considerable merit in examining
set up at key spots on the circuit in collaboration with the potential for a state-of-the-art convention,
local and international universities. This encourages the exhibition and event centre in colombo. The mice
growing trend of voluntourism and travel experiences for market is competitive, with many asia-paciic nations
learning. in time, operators would sell different specialist building grand convention centres and offering heavily
segments of this route. discounted rates to attract business.
This TTp would present sri Lanka in a new light in key colombo lacks capacity for events beyond an audience
source markets and bring strong, responsible tourism of 1,600. a new centre should be a hi-tech lexible
standards to domestic suppliers. space with seating capacity for 8,000 that can be
reformatted for trade shows, indoor sporting events,
COASTAL FORTS OF SRI concerts and performances, and consumer shows
LANKA (4-YEAR PROJECT) and have adequate parking. such a project calls for a
comprehensive prefeasibility analysis to investigate
sri Lanka has some 30 forts distributed at strategic the likely viability and funding models that might
points along the coast dating from up to 1,500 years apply, including potential as a ppp. This project is a
ago. They present a compelling case for World heritage high priority because, apart from trafic and transport
listing on cultural criteria. This TTp is important because considerations, it does not depend on other major
some of the assets are fragile. They offer an opportunity infrastructure and can contribute to building a new
for a mini-cruise, hopping to each site, which can be segment of tourists as well as local goods and service
one of sri Lanka’s signature experiences. The project providers.
— requiring signiicant investment — would involve
developing conservation and presentation management in the long term, other family recreation activities and
plans to preserve the remaining fabric and to interpret experiences must be developed and promoted for the
their individual stories to visitors. The early focus capital city of colombo.
70 TSP 2017-2020
MARVELS OF ANCIENT promotion, and marketing initiatives is an
WEWAS (4-YEAR PROJECT) opportunity to plan and build destinations.
> Lack of a developed regulatory framework is
There are an amazing 30,000 tanks (reservoirs) across the an opportunity to pilot decentralised regulatory
country, some dating back more than 2,000 years. There services.
are many tanks in the cultural Triangle, and the story of > absence of large anchor investors and investments
sri Lanka’s renowned skills in water management dating is a huge opportunity for fdi and domestic
back centuries is one that would appeal to international investment.
and domestic visitors. The lagship attraction among > absence of a consultative dialogue between the
these is sigiriya rock. private and public sectors is an opportunity to
establish relationships and approaches deemed
developing museums, interpretive centres, signage and essential for further tourism development.
related trails around other water bodies (e.g., kaudulla, > generally weak capacity in product offering and
giritale, minneriya) could add another stop to a tour of lack of innovation is an opportunity to deepen and
the cultural Triangle and help link less-visited natural and strengthen local supply chains to generate local
cultural heritage sites. a rajarata hydraulics civilization employment and investment.
museum and interactive interpretive centre could tell the > Lack of service standards is an opportunity to
story of sri Lanka’s water engineering history and ancient upgrade skills and create better jobs.
innovation. Visitor signage and low-impact excursions
such as guided calm water tours and non-permanent iconic projects in each key tourism location and related
picnic spots could allow for further exploration. for project actions are identiied below.
instance, giant’s Tank in mannar has abundant potential
for high-end bird watching and other wildlife viewing. it DUTCH FORT, BATTICALOA — This is an anchor site
could be an important stop-off point for visitors and an for batticaloa town. a concession for the buildings
opportunity for local communities to earn revenue by within the fort to the private sector to develop as a
providing goods and services. small boutique hotel, restaurant, café and other tourism
services could ensure the physical renovation of the site.
EAST COAST SUNRISE it could be coupled with a requirement to enhance and
CORRIDORS (4-YEAR PROJECT) maintain the paths and other structures and develop
interpretive materials about the fort to allow for a
since opening to more outside visits in 2009, the comprehensive tourism experience.
eastern province has seen a small but steady increase
in visitors, domestic and international. This TTP would WATERSIDE DEVELOPMENT, TRINCOMALEE — The
have a high economic rate of return for Sri Lanka. development of a ‘tourist street’ in Trincomalee town
Tourism endowments in the east are comparable with along the inner harbour road or dutch bay could create
those on the west coast but are underused, particularly a hub to attract visitors. a street development project
in batticaloa, ampara and Trincomalee. several markets would attract restaurants, shops, and possibly small
are evolving in the province, with higher-end beach and accommodation facilities, which would help to create
whale watching tourism focused north of passikudah a focal point for visitors to congregate and stimulate
and more-independent budget and adventure tourism, business in the town.
especially suring, expanding from batticaloa southward.
The east coast is on an opposite monsoon season from FAMILY ENTERTAINMENT, PASSIKUDAH —
the southwest, offering an opportunity for year-round recreational options are limited in passikudah. a plot of
island tourism. land currently used as an expansive car park in the sLTda
tourism zone could be repurposed as a family entertainment
although each of the districts has a slightly different and recreation space. a park space for soft adventure,
value proposition, they share a similar set of challenges small restaurants, events, and music could be created to
that present opportunities for national economic complement the water-based activities along the coast.
development:
NATURE TOURISM, AROUND ARUGAM BAY — an
> poor access from colombo is an opportunity for air additional anchor for tourism, especially in the ampara
access and scheduled rail and coach services. region, is the national parks of the region. The parks
> Lack of destination planning, development, of kumana, Lahugala kitulana, and gal oya (not in the
eastern province but accessed through ampara) offer

exceptional wildlife attractions but are under-visited. RELIGIOUS AND SPIRITUALITY
of the three parks, kumana offers clear short-term EXPERIENCE (2-YEAR PROJECT)
development possibilities, primarily because it can be
accessed from arugam bay and its breadth of potential The rationale for this TTp is to strengthen and better
activities. expanding the nature tourism product offers deine, promote and package an already developed
a way for arugam bay to extend its tourism beyond the segment that has signiicant potential to grow. religious
may to october surf season. pilgrimage trails for different religions can be packaged
into 5-day or up to 2-week trips. Visiting a place of
JAFFNA ISLANDS EXPLORATION spirituality can become part of the travel experience
(2-YEAR PROJECT) in sri Lanka. examples of sites and trails of religious
signiicance include:
The islands off the Jaffna peninsula are largely
unexplored but offer an interesting water-based > buddhism – sri pada, kandy, mihintale,
experience. instead of large hotel development on the anuradhapura, sri maha bodiya, polonnaruwa,
islands, accommodations will be based on the water, and Tissamaharamaya, kataragama, Buddhism trail
excursion opportunities will be created on the islands.
This will be developed and marketed as a community- > hinduism – adam’s peak (sivanolipatha malai),
based tourism product, linking blue and green coastal kataragama, koneswaram Temple, keerimalai
tourism. With a strong community focus and aiding in springs, Ramayana Trail
poverty alleviation, this has the potential to be a model
project on the world stage. > islam – adam’s peak (al-rohun), red mosque
exploration of the islands and island hopping are possible, > christianity – adam’s peak, Wolfendhal church,
with day excursions on revamped traditional ishing boats madhu church
and overnight accommodation on custom-built leisure
boats, houseboats and mini cruise ships. a marina and The itinerary can be complemented with dedicated
two piers will need to be constructed near shore on the quality facilities for meditation and ayurvedic rituals,
mainland. Low-impact tourism with kayaking, recreational treatments and cuisine. because these services already
ishing, swimming, and diving will be encouraged. exist, this TTp can be made market-ready soon.
construction of an interpretation centre on one island as
well as a research and conservation centre for the wild There is opportunity to delve into buddhist heritage. in
horses on delft island will add value. cottage industries addition to the well-known sites, there are other sites of
in ishing and aquaculture will be promoted whereby interest that can be combined into itineraries. examples
visitors can see and interact with traditional ishermen. include the tallest buddha statue in south asia at
Visitors can then enjoy coastal cuisine at small restaurants batamullakanda, matugama; the oldest buddhist temple
and day trips to the islands. a community programme to in sri Lanka at girihadu seya, Trincomalee; extraordinary
improve standards and output of local cottage industry wood carved interiors at embekke Temple, near kandy;
can be set up with development partner support. The unusual cave temples such as ridi Vihara Temple in
possibility of granting national marine sanctuary status to kurunegala and aluvihara Temple in matale; and island
the archipelago must be assessed. temples just off the coast.
72 TSP 2017-2020
CORE STRATEGY 4.4: Actions to Ensure Focused Destination Development via Transformative Tourism
Projects (TTPs)
Lead agency
Actions and partners Timeframe
79 TTP1: Ecotourism Discovery Circuit SLTDA Phase 1
• convene a working group of interested ecotourism operators and other completed by
academics who will help deine potential products around sri Lanka government 2018
that would it the new philosophy. departments
• scope and map these products and use the operators to design an Local Extended
itinerary. government circuit
• scope and assess potential products for certiication and establish private sector completed by
certiication and veriication principles. media 2020
• conduct inspection and training to facilitate certiication.
• develop a short promotional ilm of the journey these products have
taken and develop other collateral to help with promotion.
• establish a media partnership with an international network to create
related documentaries and other content.
• share this material with the private sector in sri Lanka.
• aim to launch at World Travel market and follow up with a
familiarisation trip for key journalists from the uk market, followed
by activation in other markets.
80 TTP2: Coastal Forts of Sri Lanka sLTda phase 1

• convene a working group of historians, an architect, tour operators, department of completed by
photographers, unesco, relevant government bodies, etc. archaeology 2020
• assess the potential of accessing and renovating each of the central cultural
identiied forts (some have already been renovated). fund
• develop a funding proposal to scope each location and assess the unesco
likely costs of renovation and the potential repurposing of these Local
buildings and their grounds (potential for mixed-use tourism government
activity). private sector
• convene decision-makers responsible for each location and assess
willingness to move forward with renovations and reinvestment.
• develop a staged project plan with distinct phases.
• approach potential donors to support preservation and adaptive
reuse of this important heritage.
• once renovation has started, begin developing collateral that tells
the story of each fort and the roles they have in sri Lanka’s history.
• start discussions with the private sector and local communities
about ppps for management and maintenance of forts; consider
forts as possible tourism information centres, sites for orientation
and interpretation, small museums with possible retail, restaurants,
boutique hotels, boutique shops featuring local handicrafts or locally
produced agro products.
• develop tourist itinerary with as many forts as possible.
• start unesco World heritage listing process.
81 TTP3: Colombo Conventions & Exhibitions Centre SLTDA planning in

• appoint a public and private sector working group to develop Megapolis 2017
concept, location, scale, green credentials, and design features, authority construction
including a prefeasibility study. begins in
• make plans for additional recreation activities and investments for 2018
colombo city.

Lead agency
82 TTP4: Marvels of Ancient Wewas SLTDA completed
• convene a small working group of historians, tour operators, Other by 2020
photographers, relevant government bodies, potential donors, government
community mobilisers, etc. departments
• develop a plan, based on location, to scope and map each tank site.
• develop a funding proposal to scope each location and assess likely
low-impact tourism product potential, including learning experience,
museum and interpretation centre.
• produce and implement phased project plan.
• develop collateral that tells story of each tank and its setting and
context; link with international media channels.
• start discussions with private sector and local communities about ppps
for tourist services around these water bodies (e.g., craft markets, small
boat tours (engineless), agro and community tourism, local shops).
• build new products into tourist itineraries.
83 TTP5: East Coast Sunrise Corridors SLTDA planning in

• identify teams, including local stakeholders, for each location — other 2017
Trincomalee, passikudah, batticaloa, arugam bay. government
• perform initial site assessments, stakeholder scoping, local awareness departments begin imple-
workshops. Local mentation in
• facilitate opportunities for sustainable community engagement. government stages from
• batticaloa fort — relocate district government ofice; develop plan for Q3 2017
fort including initial feasibility, business plan, architectural concepts,
interpretation opportunities. plan for private sector concession.
• passikudah — explore family recreational space in sLTda-owned plot
near existing tourism zone
• Trincomalee Waterside development — identify tourist street and
determine status of buildings along street, develop plan for area,
including feasibility analysis, conceptual designs, renovation proposal,
strategy to attract investors.
• arugam bay nature Tourism — Work with relevant stakeholders
to enhance services and promote kumana national park wildlife
experience. identify habitat conservation, business feasibility,
resources required, partners for implementation, expected return on
investment.
• produce phased project and implementation plan.
• market destinations and create media opportunities.
84 TTP6: Jaffna Islands Exploration SLTDA in operation

• convene small working group of historians, tour operators, relevant other by 2020
government bodies, potential donors, community mobilisers, etc. government
• develop plan to scope and map each island and its unique assets and departments
traditions. Local
• assess declaration of archipelago as national marine sanctuary. government
• develop funding proposal to scope each location and assess likely private sector
low-impact tourism product potential, including interpretation centre, development
research centre, water sports, aquaculture. partners
• produce and implement phased project plan.
• develop community programme to improve standards and output of
local cottage industry.
• produce promotional collateral and link with tourist itineraries.
• Launch at international fair with media coverage.
74 TSP 2017-2020
Lead agency
85 TTP7: Religious and Spirituality Experience SLTDA completed by
• convene small working group of religious organisations, tour other 2019
operators, etc. government
• develop potential distinct touring routes and trails to be incorporated departments
into other itineraries. Local
• produce and implement phased project plan. government
• produce promotional collateral and create media opportunities. private sector
86 sLTda encourage private sector to develop various general and SLTDA 2018 ongoing
targeted travel apps to help independent visitors explore country more Private sector
comprehensively. examples include key touring routes, World heritage
sites, forts of sri Lanka, key Wewa sites, wildlife of sri Lanka, festivals,
events (including content development).
87 Market signature experiences of sri Lanka, including events, editorials, SLTPB 2018 ongoing
blogs, even during planning stages.
Endnotes
20. Travel in sri Lanka, euromonitor international, august 2016.
21. World bank group. 2016. options study for private sector participation in the development of the domestic airport sector in sri
Lanka.
22. potential sites should be assessed based on environmental impact, climate conditions for play, rainfall to lower maintenance
costs, vegetation, topography and environment for the course, as well as options for other recreation.

76
Liting Industry Standards
CHAPTER 5
77
all sectors of the tourism industry must conform to cultural offerings. in addition, with information lowing
international best practices to conserve the country’s freely in the digital world, sri Lanka cannot afford bad
natural and cultural endowments and attract the right reviews on service standards, professionalism, health
kind of visitors to Sri Lanka — visitors inclined to respect and safety, wildlife interactions, environmental and
sri Lanka’s roots: wildlife, environment, culture, heritage heritage management, and community interactions. This
and communities. The global trend is also toward more chapter considers the context and actions required to lift
environmentally and socially conscious consumers standards at speciic touch points that will improve the
seeking authentic experiences who are discerning in their high-value reputation of sri Lanka’s tourism industry.
travel, accommodations and spending choices.
Current Context
The un World Tourism organisation calls this trend
a complete paradigm shift toward a more-responsible national parks and wildlife and historical, religious and
traveller23. This rapidly growing group of travellers is cultural sites are a core attraction for visitors to sri Lanka
more inclined to support and pay more for high-quality and play a vital role in the tourism industry. in particular,
service, professional practices, high environmental sri Lanka’s iconic wildlife (marine and terrestrial) is a
standards, authentic community engagement, and critical competitive advantage. Together they generate
evidence of community support. research suggests signiicant revenue (graph 6) for conservation — not
this segment is likely to become mainstream in the near only of the natural and built environment, but also of
future24. intangible cultural traditions and ancient legacies that
may otherwise be lost. These areas provide employment
Well-respected large hotel chains and tour operators and and community engagement opportunities and the
countries such as costa rica are already increasing proits chance to present what is uniquely sri Lanka. however,
by tapping into these ‘green’ preferences25. sri Lanka will over-visitation and mismanagement of assets can
need to position itself competitively against destinations be detrimental to the country’s reputation and
with a similar comparative advantage in nature-based and counterproductive to marketing efforts.
FIGURE 10: Annual Revenue from National Parks in Sri Lanka
1800
1600 1,585
1400
1,235
1200
Total income (Rs. Mn)
1000
916
800
708
546
600
412
400
215
200 149
0
2008 2009 2010 2011 2012 2013 2014 2015
Year
source: department of Wildlife conservation.
78 TSP 2017-2020
Carrying capacity comes up frequently in any visitor capacity, there is an opportunity to manage visits
discussion of sri Lanka’s natural and cultural heritage through the combined use of time, price and alternative
management. carrying capacity studies have not been opportunities.
conducted for the country’s major attractions. it is
said that 90% of visitors will be happy if they can gain Visitor numbers to national parks, cultural attractions
access to 10% of a protected area, so equipping that and religious sites and the resulting revenue collection
10% of the protected area to handle the 90% of visitors are increasing steadily (figure 11 and 12), but these
becomes the primary focus. This also contributes to visits are concentrated in a few heavily used sites.
the primary aim of protecting environments in these for example, four of the national parks (yala, horton
areas. some of the most-popular national parks and plains, udawalawe, minneriya) together with the
cultural sites in sri Lanka are approaching capacity pinnawela elephant orphanage account for most
under existing management approaches. in addition to nature-related visits, with yala and horton plains
providing for a broader range of activities to increase accounting for almost 50%26.
FIGURE 11: Visitor Numbers at National Parks in Sri Lanka in 2015
600,000
500,000
400,000
300,000
200,000
100,000
0
Yala
Horton Plains
Udawalawe
ETH
Minneriya
Pigeon Island
Wilpattu
Kaudulla
Hikkaduwa
Kumana
Wasgomuwa
Bar reef
Bundala
Lunugamvegera
Gal oya
Horagolla
Galways Land
Angamedilla
Maduru oya
Lahugala
source: department of Wildlife conservation.
LIFTING INDUSTRY STANDARDS 79

FIGURE 12: Visitor numbers at Central Cultural Fund–managed sites of Sigiriya, Anuradhapura, Polonnaruwa and Galle
300,000
250,000
Tourists arrival July–December
200,000
2014
150,000
2015
100,000
50,000
0
Sigiriya Anuradhapura Polonnaruwa Galle
CCF projects
source: central cultural fund
STRENGTHS
• A wealth of natural, cultural, historical and community lifestyle assets is well distributed
around the island — including eight unesco World heritage sites, ive ramsar wetlands, and
many areas of high environmental, cultural and historical value still underused for tourism. sri
Lanka has the second-highest coverage of protected areas in asia, with the department of Wildlife
conservation managing nearly 90 natural areas. The forest department manages more than 500
areas, many with high levels of biodiversity, endemism, and tourism values similar to those of
currently overvisited sites27. The central cultural fund, in the ministry of education, manages
21 cultural sites, including four World heritage sites28: anuradhapura sacred city, polonnaruwa
ancient city, sigiriya rock fortress, kandy sacred city. There are several noteworthy buddhist,
hindu, christian and muslim religious sites.
• all this provides year-round opportunities for a diverse range of visitor experiences and activities
without the need to contrive attractions. as a result, sri Lanka possesses signiicant potential to
offer excellent ecotourism and interpretation around:
- Large charismatic species
- endemic species and high levels of terrestrial and marine biodiversity
- agri-tourism — particularly tea and spice production
- gemstones and jewellery
- religious pilgrimage
- historical ports, forts, and engineering feats
• There is a good revenue base that the respective organisations collect and directly manage and
the ability to disperse visitor numbers and impacts. using other areas with the same-quality
values is an advantage for implementing good conservation and visitor management practices.
• The presence of large international chains provides opportunities for private sector–led
leadership in developing voluntary certiication and standards schemes to drive higher standards
across the industry. it also provides opportunities for mentoring and training support through
information sharing in industry meetings and forums.
80 TSP 2017-2020
CASE STUDY 2: WILDLIFE SAFARI
The traditional approach to protected area visitation is jeep-based safari tours — exclusively undertaken by
independent jeep operators that may be owner operated or have multiple vehicles and employed drivers. This
provides a one-dimensional experience of sri Lanka’s national parks. There is signiicant potential to broaden
the range of experiences offered and provide signiicantly better tourism experiences, but more important
in the short term, there is a need to address management of these tours. There are numerous social media
references to rundown vehicles, speeding, overcharging, and crowding at wildlife sites. The dWc guides
also regularly receive feedback related to poor language skills and demands for high tips. a high-end tour
or accommodation provider must currently ‘hand over’ their guests to a jeep driver and dWc guide even
though they may have suitable four-wheel drive vehicles and highly trained interpretive guides on staff. There
also appears to be little enforcement of park rules, which has implications for visitors and wildlife. There is
an urgent need to apply standards to jeep operations (e.g., minimum pay and conditions for drivers, age
limit on vehicles, protocols on how many vehicles may surround wildlife and minimum distances). specialist
eco-guide training and improved language skills are also critical. The itting of GPS tracking devices on all
jeeps and safari vehicles could also enable park managers to monitor movements, vehicle numbers, vehicle
clustering around wildlife, speed, and known animal congregation points. it could also identify vehicles that
break park rules.
Visitor services and infrastructure are generally extremely limited, with most areas lacking access to basic
toilet facilities. There is little in the way of interpretive, behavioural and way-inding signage, and interpretation
displays are often absent and, where present, very dated. although online booking systems are planned, there
is little to no use of interactive technology or digital apps. There are some camping areas available in national
parks and some bungalows mostly used by domestic visitors; these structures could be dramatically improved
by considering low-impact safari-style tents that blend with the environment.

82 TSP 2017-2020
CASE STUDY 3: WHALE & DOLPHIN WATCHING
sri Lanka is rapidly gaining a reputation for whale and dolphin watching. Three key sites are mirissa on the
south coast, Trincomalee on the northeast coast, and kalpitiya peninsula on the northwest coast. blue and
sperm whales, dolphins and turtles can be viewed; there are reliable sightings in the peak whale watching
months of december, January and april but also in november, february and march. spinner dolphins and
certain small shark species are common in the kalpitiya area.
reading Tripadvisor reviews reveals a major problem in the management of whale watching, particularly
in the mirissa area: small, slow, overloaded, smoky boats; signiicant proportions of guests becoming sea
sick; chasing and harassing whales; operating tours out of season when the chances of seeing whales is
slight and the sea conditions are rough. This type of feedback is building a negative reputation for sri Lanka
in this upscale niche market segment.
one of the major limitations of the whale watching industry is the use of small boats. a high-quality whale
watching experience is more likely with the use of high-speed, 15- to 30-metre-long vessels. purpose-
built whale watching vessels have optimal viewing decks, interpretive facilities, on-board bathrooms, and
capacity to serve hot meals.
Like land-based wildlife tourism, marine tourism management requires government intervention with the
support of local marine experts, resident communities, the private sector, and non-government tourism bodies
to move this important sector to a sustainable footing and one that offers a high-value tourism experience.
Whale watching commenced globally as a tourism activity in the early 1990s. There are standard, well-
regarded protocols for sustainable vessel-based whale watching (e.g., minimum distance that must be
maintained from whales, engine-off requirements when whales near a vessel, no ‘leap frogging’ of whales,
additional minimum distances for mother and calves). similarly, there are well-tested commercial permitting
systems around the globe that regulate operating procedures, animal protection, vessel quality, and
safety. There should be a declared whale watching season to prevent off-season voyages in unfavourable
conditions. incentives for operators to achieve ecotourism certiication should also be introduced.

CHALLENGES
• Nature-based, religious and cultural experiences are conined to a few high-proile sites that
are congested and poorly managed (see case study 2: Wildlife safari). Visitor management plans
for sites are deicient, not visitor centric, or not comprehensive. for national parks, visitor use is
controlled using only a permit system and available on a park-by-park basis. There is no system for
managing commercial operators.
• There is little information or feedback collected at the site level on visitor numbers, proiles
and preferences. collecting such information would provide insights into visitor needs and levels
of satisfaction; is fundamental for planning and monitoring the effectiveness of infrastructure,
interpretation, soft adventure activities, accommodation options, and merchandising; and would
provide better understanding of visitors (see chapter 2).
• There is no effective national standard or certiication system covering tourism operations

for accommodations, tours, events, attractions and speciality services, and retail businesses
(e.g., arts, crafts, ayurveda, gemstones). This limits sri Lanka tourism’s capacity to:
- provide consistent guidance to operators on how to improve their business, environmental
and social performance
- provide visitors with the ability to identify and indicate a preference for best-practice operators
- assist in promoting sri Lanka as a sustainable tourism destination (by highlighting best-
practice operators) to the market segments identiied in chapter 2
• Standards for accommodation, tour and retail providers vary greatly. There is little
management, monitoring, or enforcement of best practices, professionalism, or quality (see
case study 3: Whale & dolphin Watching). This is particularly prevalent in protected areas, land-
based and marine life tours with respect to health and safety, and in certain specialist services and
retail such as ayurveda and gemstones. There are inconsistent industry standards regarding best
practices in waste management, water and energy conservation, habitat preservation, and marine
and wildlife interactions, which are all serious reputational risks for a destination.
• There is generally a poor standard of information, narrative, interpretation, and presentation

of values at most sites. Visitor services, signage and infrastructure are absent or substandard, and
packaging, presentation and connectivity between sites is poor (see case study 4: sigiriya value
addition). Visitor information and information centres are hard to ind and inconsistently presented
and offer limited services. Visitor information regarding health, safety, and appropriate conduct
with respect to wildlife, religion, culture and communities is minimal.
• Most sites offer one-dimensional experiences and limited opportunities for community
interaction. There are signiicant opportunities to broaden the range of culturally-based activities
to celebrate the country and sri Lankan life. This would involve the local community in activities
(e.g., local crafts, music, traditional livelihoods, authentic sri Lankan foods) while alleviating
negative aspects such as touting. This could encourage voluntourism and local events.
• The range of touring routes offered is limited and standardised, with tour operators largely
using the same overfrequented natural and cultural sites. in their defence, these have
established infrastructure connectivity and visitor facilities. however, tour operators and guides
recommend establishments that give them a commission, which disadvantages smaller rural
entrepreneurs. many sri Lankan operators offer a little of everything in their tourism promotion
literature, without perhaps an appreciation that potential niche markets (e.g., bird watching)
require more-focused and higher standards of guiding and service delivery. all this limits the
diversity of tourism experiences and hinders the regional spread of beneits to communities
outside the popular attractions.
84 TSP 2017-2020
CASE STUDY 4: SIGIRIYA VALUE ADDITION
The high-proile World heritage site sigiriya is facing visitation pressure and is not delivering the quality of
tourism experience that it could. it should be given early attention to enable the site to be preserved, and the
visitor experience to be broadened and enhanced. There are many opportunities to add value to the current
experience through improved interpretation, including personal guiding based on the market segment and
length of time: from general information to academics to specialist knowledge. non-personal interpretation
includes accurate signage, apps, displays and 3d technology that are eco-friendly and itting for the historic
setting (e.g., no neon signs). important attributes of the site are not currently featured, such as cobra
hood cave, which is below the main sigiriya rock and has motif paintings; the surrounding gardens and the
walled city and moat; and local community involvement on the site. The placement in key areas at sigiriya of
temporary cafés, food stalls, and souvenir stalls is a distraction from the grandeur of the site. There is potential
to provide high-quality visitor services — good-quality food outlets, local souvenirs, crafts and other value-add
options — in speciic locations. an interpretive centre, comfort facilities and improvements to the existing
museum are on the cards.

Core Strategies consistency of delivery for the visitor experience.
These include basic infrastructure (e.g., parking, retail,
To deliver the best-in-class niche market experiences toilets, rest facilities), interpretation and signage (e.g.
outlined in chapters 2 and 4, and position sri Lanka directional, behavioural). although the protected areas
as a competitive sustainable tourism destination, may not be under the purview of sLTda, it can be an
a concerted effort must be made to lift industry essential partner in developing site-speciic management
standards across the board, including tours, plans. sLTda can develop a template for the tourism
accommodations, attractions, events, speciality retail component to deliver a holistic visitor experience.
and information services. it is important to continuously review current site
management plans where available and to integrate
after consultation with government, the private sector recommended actions.
and tourism stakeholders, the following three core
strategies and actions have been identiied as the sri Lanka cannot become a genuine ecotourism
priorities for the next four years. These have been destination while it has widespread littering, pollution
selected because they address the highest-risk areas and waste mismanagement throughout the island.
in terms of potential loss of signiicant environmental a national housekeeping programme should be
and cultural values, sri Lanka’s potential competitive introduced in a concerted effort to address continuous
edge in ecotourism, the signiicant reputation risks from clean-up, safety and sustainable waste disposal
bad visitor experiences and reviews, and achievability throughout the island. a major initiative related to sri
within the timeframe. not all of the actions are under Lanka’s most popular mainstream market segment
the jurisdiction of the Tourism ministry and the — the coastal experience — should be undertaken.
tourism institutions, but they are included here as This would encompass beach safety and cleanliness in
key focal points for stakeholder partnership projects collaboration with Tourist police and the coast guard,
to be discussed and implemented using the kinds of and an improved marine life experience by regulating
mechanisms discussed in chapter 1. vessel and aerial whale watching. pilot projects in the
south in collaboration with a range of stakeholders in
5.1 Enhance conservation, the most-vulnerable locations will need to be started
presentation and management of quickly.
natural and cultural assets

a reliable, secure online booking and payment
guidelines, codes of conduct and management plans system to purchase tickets to visit natural and cultural
must be implemented to conserve natural and cultural assets will greatly beneit visitors. because sri Lanka has
assets while providing a high-value tourism experience. myriad cultural, nature-based and religious sites, each
for instance, guidelines and audit procedures to assess with its own ticketing system and pricing structure,
the infrastructure in protected areas can help ensure the potential for travellers to become confused and
LIFTING INDUSTRY STANDARDS:

CORE STRATEGIES 2017–2020
1. ENHANCE CONSERVATION, PRESENTATION

AND MANAGEMENT OF NATURAL AND
CULTURAL ASSETS
2. FACILITATE UPTAKE OF BEST PRACTICES

AT KEY TOUCH-POINTS
3. IMPROVE VISITOR INFORMATION

AND INTERPRETATION
86 TSP 2017-2020
disenchanted is great. many social media reviews investment in key visitor infrastructure could result
complain about the total costs involved in multiple in signiicant improvement in carrying capacity and
visits and the expectation of drivers and guides to resource protection. sLTda should advocate for
receive substantial tips. a common ticketing approach, potential enhancement initiatives that would transform
advance purchase, seasonal passes, low-season passes, the country’s high-value tourism offerings, such as:
student deals and other packages could be developed
to streamline the system and offer savings to visitors. > development of management systems based on
This system would result in a one-time payment so that managing access times, price and exclusivity at
visitors do not have to complete multiple forms and nature-based and cultural sites such as stratiied
pay multiple times. The ticket ‘bundles’ can combine access times for large groups, daily limits (short-
different choices and feature lesser-known attractions term solution), and higher prices for peak times. a
to promote alternative sites and disperse tourism premium time of day might attract premium entry
throughout the island. fee charges. it is also possible to improve yield
by retaining a reserve of tickets (e.g., 5-10%) that
it is critical for the Tourism ministry and sLTda to visitors can bid for to enter at premium times or to
work closely with the relevant government bodies enter premium locations. such an online auction
and development partners to improve management bidding process could enable independent or small-
of protected areas for conservation and high-value group travellers to make unplanned visits at the last
ecotourism. Changes to operational procedures and minute and pay a premium for the privilege.
CORE STRATEGY 5.1: Actions to Improve Conservation, Preservation, and Management of Natural
and Cultural Assets
Lead agency
88 develop protected area infrastructure SLTDA 2017 Tourism
guidelines, templates and checklist to allow Wildlife department businesses
site audits for each area, with the aim of ccf contribute to
providing the best visitor experience. forestry department protection,
consultant conservation and
89 sLTda to advocate for integration of DWC 2017 enhancement of
conservation and tourism objectives and Forestry Department sri Lanka’s natural
actions in site-specific management plans for CCF and cultural
protected areas. sLTda assets.
90 develop a national housekeeping SLTDA Priority in
Visitors have easy
programme to ensure a clean, safe, provincial & local 2017, ongoing
access to reliable
sustainable environment. begin with an governments
information and
initiative to upgrade the coastal experience
services, feel
with pilot projects in the south.
safe, and are
91 enforce national vessel-based and aerial SLTDA Priority in impressed by
whale watching regulations. DWC 2017 environmental
92 Improve beaches: sLTda to advocate for SLTDA 2018 performance,
the construction of compact two-storey eco- coast guard social
friendly units along popular beach locations Local government responsibility,
to house one lifeguard and a Tourist police and service
officer to monitor the beach on a 24-hour standards in the
shift basis and to address maintenance, illegal country.
activities, and visitor safety.
93 develop online booking and ticketing SLTDA Priority in
mechanisms allowing access to multiple areas dWc 2017
and different package options. forestry department
ccf
note: sLTda, sri Lanka Tourism development authority; ccf, central cultural fund; dWc, department of Wildlife conservation.

> providing additional staff at each key attraction and 5.2 Facilitate the Uptake of Best
providing training to increase onsite monitoring
and enforcement of regulations and codes for
Practices at Key Touch Points
tourism operations. To be a high-value destination and provide an authentic
experience aligned with the roots philosophy, sri Lanka
> best practices in wildlife interaction, for captive needs to elevate visitor services at key touch points in
wildlife in rehabilitation centres and zoos as well as the public and private sectors, including ports of entry
wider animal welfare. in line with ecotourism best and exit, accommodations, and speciality retail.
practices, sLTda should advocate open-enclosure
green sanctuaries rather than caged zoos by 2025. a mystery shopper programme run by the sLTda
The ridiyagama safari park is an example that the with a team of retired tourism professionals would
department of Wildlife conservation has developed. be useful to randomly monitor quality standards and
better, more-spacious conditions and compassion customer service. This could address speciic problems
should be introduced at the dehiwala Zoological at a particular attraction or service. in addition, periodic
gardens and pinnawela elephant orphanage. data gathering can take place at these touch points
using short visitor satisfaction surveys to understand
> introduction of a new system of commercial tour customer preferences and proiles, which will also feed
operation management in protected nature into the Vsm (see chapter 2).
areas, possibly in existing low-use national parks
and sanctuaries adjoining popular national parks. PRIVATE SECTOR
it would involve the establishment of minimum The eu sWiTch-asia project Greening Sri Lanka Hotels
standards whereby only operators with some laid a solid foundation for the improvement of best
level of certiication would be eligible to apply for practices by helping start more than 350 hotels on the path
commercial operating licences in these protected to pursuing good water, waste and energy practices. a
areas. certiied eco-guides would provide possible expansion or follow-up to this project should be
interpretation under the employment of the tour considered in the development of national certiication or
operator or would be under independent contract standards programmes. sWiTch-asia has laid signiicant
with the tour operator. by testing a new scheme groundwork in the development of a voluntary ‘green
in lower-use national parks (e.g., Wasgamuwa) tourism’ certiication scheme for the tourism industry. This
and adjoining sanctuaries, it would be possible scheme was primarily aimed at accommodation providers
to monitor comparative visitor satisfaction levels, and focused on sustainability practices such as energy
average tour price and environmental impacts. and water conservation, waste management and safety.
To avoid duplication of regulation and unnecessary red
> a joint agency project focused on piloting an tape and cost, it is recommended that certiication under
integrated management model at a national this scheme (if pursued) be integrated into the licensing
park, including adjoining forested areas in a holistic processes of the sLTda. in the next phase, it can be
tourism management plan; piloting a commercial extended by promoting green principles and codes of
operator model with an ecotourism certiication conduct to other service providers such as tour operators
programme (only certiied operators provided with and attractions.
permits); establishing permit allocation process;
providing a transition training and mentoring The private sector can be further encouraged to
programme. raise standards, particularly in relation to quality
and sustainability, with an annual tourism awards
> exploration of private tours and small-scale low- programme developed in collaboration with an industry
impact accommodations in protected nature chamber, with a signiicant marketing prize for each
areas, ppps, and private sector management of category winner and culminating in an awards event.
tourist bungalows and campsites. This requires a
signiicant review of current policies to ensure that it is important to foster traditional arts and crafts,
the primary role of conservation and protection of cottage industries, food products, ayurveda products,
natural values is maintained. There are examples in and the sale of gemstones and jewellery as speciality
other countries of high-quality accommodations and souvenir items through a SME support programme.
attractions that the private sector has built using a This adds value to the visitor experience and offers
range of investment approaches, including ppps and something authentic to take home. programmes
joint ventures. should be established to support smes and msmes
88 TSP 2017-2020
in speciality retail related to traditional handiwork, through audit and mentoring workshops in partnership
ayurveda products, and cottage industry ventures. with larger private sector companies.
These include access to training, inancing and
marketing, such as organised business and speciic PUBLIC SECTOR
sector training; rating and grading systems; negotiated The online visa system (e-visa) for entry to sri Lanka
loans and grants; an innovation venture fund; registered is an overseas visitor’s irst tangible encounter with
operators and outlets showcased on sLTda website; travel to sri Lanka. although it is eficient, further value
marketing incentives for best practice operators; addition can take place, namely branding of the e-visa,
and access to marketing promotions and cooperative a better look and feel for the e-visa website, using the
marketing initiatives. There also needs to be quality e-visa system as a marketing tool to share information
control, particularly with respect to food and ayurveda in advance of the visitor arriving in the country, and for
products as well as gemstones. This can be encouraged online surveying after the trip.
CORE STRATEGY 5.2: Actions to Facilitate the Uptake of Best Practices at Key Touch Points
Lead agency
94 develop and implement a mystery shopper sLTda 2019 ongoing strong
programme and quick visitor satisfaction interpretation
surveys at different touch points. engages, informs
95 develop, or adopt under licence, a national sLTda 2018 ongoing and impresses
sustainable tourism certification scheme visitors; provides
for tours, attractions and accommodations. access to history,
specifically for accommodations, implement stories, culture and
the Green Hotels Programme to promote people that make sri
hotels to set and achieve renewable energy, Lanka unique.
water conservation, recycling and waste
reduction targets. Visitor information
and interpretation
96 review license conditions and add best SLTDA 2018
encourages
practice requirements. if a business has
responsible,
approved sLTda certification, licensing
appropriate
should be integrated into a one-step process.
environmental and
consider extending this to the speciality retail
social interactions.
space or implementing a code of conduct and
recognised suppliers programme.
97 introduce an annual tourism awards sLTda 2019 ongoing
programme with strong quality and chamber of
sustainability criteria in association with commerce
industry bodies. Tourism associations
98 develop national and enforceable operator sLTda 2019
codes of conduct, minimum vehicle Tourism associations
standards, and driver and guide standards
integrated into licensing and certification
programmes (including tuk-tuk drivers).
99 initiate small and medium enterprise support sLTda 2019–2020
programme for traditional arts, ayurveda
products, and handicraft cottage industry
ventures.
100 Work with department of immigration & SLTDA 2017
emigration and airport and port authorities Other government
to enhance online visa service and improve departments
airport and cruise visitor experience.
101 strengthen and provide resources for Tourist Tourist Police 2017 ongoing
Police with dedicated teams island-wide. SLTDA

bia in katunayake is the irst and last touch point for 99% commission payment to the driver and guides.
of international visitors29. because of capacity limitations
at bia, there can be bottlenecks during peak times. Up-to-date educational and attractive collateral should
notwithstanding major renovation plans, it would be be produced to create a high-value learning experience at
worthwhile expediting certain quick ixes and soft touches attractions. for example, this could include general print
to prioritise the visitor experience. examples include and electronic material on biodiversity and wildlife and
adequate stafing and traditional greetings, contemporary specialist material on botanical gardens. private sector
visuals of sri Lanka, free welcome tea service, small sponsorship is possible.
cultural performances during festival times, and welcome
and departure gifts. The private sector could sponsor some guides and tour operators must participate in continuous
of these services. sLTda-led awareness programmes so that they can
educate visitors about lesser-known sites that are of
With the growth of the cruise sector and because sri interest from a biodiversity or historical perspective. in
Lankan ports do not have dedicated cruise terminals, the urban context, better management and training of
similar interim convenience measures should be taken to tuk-tuk drivers is also required to improve visitor safety
improve the visitor experience at points of debarkation and the quality of information provided.
and embarkation for cruises.
sLTpb has tourism information centres in prime
safety and security are important for visitors and the host locations in colombo, bia and kandy that provide
community. as sri Lanka welcomes tourism, operators information to visitors, but can also be used for data
and communities must not ignore rule breakers. The gathering and targeted marketing. examples include
Tourist Police predominantly handle conlict resolution private sector collaboration to offer welcome drinks
and visitor support. They need to be strengthened in and gifts, and public sector collaboration to showcase
numbers, capacity, resources and authority. a dedicated lesser-known attractions and raise awareness of safety
tourist police unit that is well resourced and trained in soft and industry hr challenges.
skills and located at all tourism hubs could be an important
tourism touch point. The sLTda should work closely with the relevant
government agencies to ensure clarity and consistency
in signage on key routes and support services. some
5.3 Improve Visitor Information
potential tourism-related enhancement initiatives that
and Interpretation sLTda can advocate include:
Visitor information and interpretation, including accurate
signage, explanatory collateral, visitor centres and online > a joint project to develop a national tourism
information need to be emphasised. digital media, road sign system and staged signage plan and
innovations and technology must be harnessed to improve install directional signage at priority sites. This
the overall travel experience in the country. information can be followed by interpretive signage, which
and communications technology (icT) can be used to facilitates independent travel. it is recommended
provide more information, for instance working with that corporate sponsorship be sought to reduce
google to improve location information on their online government costs and to test the system under a
maps and providing more travel information online. all pilot project, such as for the ecotourism discovery
this elevates the quality of the visitor experience and circuit (see chapter 4, section 4.3.4).
encourages independent travel.
> a joint project for a national tourism signage
Well-signed touring routes, view points and manual for protected nature areas and cultural
interpretation centres along with comfort centres, rest sites covering standard design, durable materials,
stops and wayside lookout points (see chapter 4) will and consistent way-inding and behavioural signage
encourage travellers, especially returning visitors, to using internationally recognised symbols. existing
explore the country more comprehensively and enjoy a site signage and management plans may need to be
multidimensional visitor experience. it will also be possible upgraded accordingly.
for independent travellers to undertake more-independent
holidays in much greater numbers than at present. > a joint project to develop national design standards
independent travellers developing their own travel and for comfort centres, wayside stops, viewpoints,
accommodation itineraries will be much less susceptible lookouts, shelter pavilions and picnic facilities in
to the manipulation of unscrupulous operators who take identiied locations. simple, practical, traditional
guests to a limited range of service providers based on designs appropriate for the local area should be used.
90 TSP 2017-2020
CORE STRATEGY 5.3: Actions to Improve Visitor Information and Interpretation
Lead agency
102 undertake protected area interpretation SLTDA 2017 sri Lanka adopts
audits of key visitor sites to evaluate current dWc a “best in class”
status and necessary improvements. ccf approach to
forestry department delivery of tourism
consultant experiences and is
103 develop national standard for visitor SLTDA 2017 seen as a globally
information centres and interpretive dWc leading ecotourism
centres, including overarching quality and ccf nation by 2025.
aesthetic standards (not prescriptive) and forestry department
management models (e.g., community
participation, corporate sponsorship).
104 develop a visitor information guide for SLTDA Priority in
use at visitor information points and online 2017
(e.g., website, travel apps, email). This
should include do’s and don’ts with respect
to environment, community, wildlife; illegal
trafficking; safety information; and advice on
avoiding scams.
105 Work with other government departments to SLTDA Q3 2017,
produce informative collateral on general other government ongoing
themes and for specific attractions and departments
subjects.
106 develop industry awareness programmes on SLTDA 2018, ongoing
lesser-known attractions in collaboration with
specialist organisations.
107 creatively use tourist information counters Sri Lanka Tourism 2018–2019
as points for data collation, customer service Promotion Bureau
and targeted marketing. private sector
note: sLTda: sri Lanka Tourism development authority; dWc, department of Wildlife conservation; ccf, central cultural fund.
Endnotes
23. http://cf.cdn.unwto.org/sites/all/files/pdf/global_report_transformative_power_tourism_v5.compressed_2.pdf
24. http://www.natgeotraveller.co.uk/smart-travel/features/is-sustainable-travel-going-mainstrea/
25. http://wwwresponsibletravel.org/resources/documents/2015%20Trends%20&%20statistics_final.pdf
26. source: department of Wildlife conservation.
27. biodiversity sri Lanka, 2016.
28. The legal authority is the department of archaeology.
29. sLTda annual statistical report 2015.

92
Engaging the Workforce
and Communities
CHAPTER 6
93
a tourism sector with a highly skilled workforce that uses strategic hr management30 is a prerequisite to attracting
the right people for the right job. This is crucial to sri Lanka becoming a high-value destination. strong growth in the
tourism and hospitality sector creates employment and career opportunities and can harness the intrinsic hospitality
of sri Lankans.
When considering hr in the tourism industry, there are three broad groupings of actors: public sector, private sector
and communities. each requires speciic strategic approaches of engagement that are proposed below.
Current Context
Tourism in sri Lanka employed 319,43631 people in 2015. direct employment in hotels, restaurants, travel agencies,
tour operators, airlines, recreational facilities, tourist shops, guides, national tourist institutions, and the state sector
accounted for 135,930 of these32. indirect employment from tourism (including suppliers to the sector such as
information technology (iT), fuel and energy, catering services, clothing, housing and household goods and services)
accounted for the balance.
public and private sector stakeholders recognise the potential growth trajectory of the tourism industry as a major
opportunity and a challenge to capturing the beneits of tourism development and meeting strategic objectives.
STRENGTHS
• a public sector willing to review existing structures that understands the need for change
to ensure that goals and objectives are achieved. There is a desire for a strong learning,
development and training framework in the tourism ministry and institutions.
• a resilient private sector, including an upsurge in smes, that has withstood trying times during
the civil war and is attracting experienced sri Lankans who have been working overseas.
international hospitality brands entering the country are raising the benchmark for industry hr
standards.
• standardised and subsidised training offered at the government-run sLiThm and a national
qualiications framework — the national Vocational Qualiication (nVQ) system — including
national competency standards and competency-based training.
• friendly, hospitable people and widespread conversational english, which offers an advantage
for developing high standards of community engagement and interaction.
94 TSP 2017-2020
CHALLENGES
• a limited understanding among decision-makers and inluencers in the public sector of the
importance of HR strategy in achieving a sustainable workforce.
• a prescriptive, obsolete scheme of recruitment in the tourism institutions that does not relect
current best practices for effective service delivery. There is no accountability for achieving
outcomes within designated timeframes. appropriate technology and a work environment
conducive to productive work outputs are lacking in the public sector.
• a lack of formal data and comprehensive research to capture information on:

- employment proiles and practices in the private sector
- Learning and development programmes in the private sector
- number of women employed in the sector and in what capacities
- factors attracting or discouraging potential employees to or from the tourism and hospitality
sector, especially women
- available skill sets of the workforce and trainers
- attraction, recruitment and retention strategies for the public and private sectors
• Limited diversity and inclusiveness in the private and public sectors, including low female
participation in the hospitality workforce33.
• A dearth of qualiied trainers, with little emphasis on soft skills training. The components
required to deliver quality training are inadequate, which includes instructors with industry
experience, well-equipped facilities for practical demonstration, and signiicant exposure to
on-the-job training. resource people for training in the north and east are particularly lacking
because of language challenges.
• strong growth in the tourism and hospitality sector places additional demand on the labour
market, with corresponding shortfalls in supply.
• Migration of trained, experienced sri Lankans to overseas tourism and hospitality jobs that may
offer better remuneration and career development prospects.
• employment in the tourism and hospitality sector is not a preferred career option for a variety
of reasons, including economic reasons, lack of general awareness of the sector, work hours and
environment, and sociocultural pressures (more information in Table 7).
a number of factors affect decisions on entering the hospitality and tourism industry, seeking education and training,
and during employment, which are outlined below.
ENGAGING THE WORKFORCE AND COMMUNITIES 95

TABLE 7: Factors affecting entry, training and retention of staff in the tourism sector
Entry Education and Training Employment

Economic • perception of low- • high-quality courses with • salaries are not paid on time or as
paying sector international afiliation can agreed
• alternative jobs be expensive • alternative jobs with better salaries
with better starting • uncertainty about the • perception of signiicantly higher
salaries quality of certain courses earning potential overseas (valid in
• starting positions can despite investment, some geographical locations and for
be as casual labour especially due to poor speciic skills and professions)
so no social security quality of trainers and • Low base salaries (service charge
(epf or eTf) and no resource people not always paid during initial months
job security • sector-speciic of employment or if employed as
• aspiration to travel education or training is casual labour)
overseas for work not a prerequisite for • inability to source a loan on the low
employment base salary
Awareness of • Limited presence of • Lack of information • employer branding lacking

sector industry in popular through existing primary • Job expectations not met nor
media and secondary education expectations promised by employer
• unsure of: providers always delivered
- skills required to • unaware of availability of
join sector courses
- security of • Vocational training not
employment highly regarded
- career path • on-the-job training deters
people from attending
formal courses
Work hours • perception of long • advice to new entrants • Long (sometimes) antisocial hours
and late hours deter on work hours together not discussed at time of recruitment,
women especially with beneits associated especially for women
• Viewed as antisocial with career in tourism not • Limited lexible working options,
because work during explained especially for women
weekends and • poor work ethic and youth attitudes
holidays so tendency to leave hastily if
expectations are not met
Work • Travel distances • poor human resources management

environment to places of work (e.g., no contracts, trainees for
(e.g., hotels) can be years, no progression, middle
deterrent, especially management issues)
for women • Work load (perceived and real)
• inconsistent • occupational health and safety
employment concerns
standards across • Lack of development opportunities
industry • Lack of empowerment, stiles
• substandard work initiative and creativity
environment and • Little emphasis on dealing with
facilities work place issues (e.g., harassment,
bullying)
96 TSP 2017-2020
Entry Education and Training Employment
Career • Limited entry-level permanent positions so entrants usually hired as casual low-level labour
Prospects • career prospects (what you can do), pathways (how you can move up and around), and
progression (how to succeed) not clearly identiied or explained during school before
recruitment or at job entry level
• biases of the roles for people in the work place, especially women
• inadequate counselling to support new recruits and trainees; buddy and role model initiatives
not commonplace
• inaccurate job matching and placement of recruits and trainees
Pressures • Lack of language skills so not conident to start courses or enter the sector
• desire to be self-employed, especially young men as tuk-tuk drivers, for earning potential and
community status
• social, cultural, religious, family pressures and biases, especially for women, because of
perspective that tourism sector is not safe, digniied, or desirable (e.g., ofice jobs more
desirable)
• gender biases for women in employment in general
• few women in sector further deterrent to diversity in tourism workforce
sources: stakeholder consultation, survey of training providers34, international Labor organisation skills gap study 2015
Core Strategies
An empowered tourism workforce and an engaged community will contribute considerably to a high-value
visitor experience. high-value tourism tends to be more labour intensive because group sizes are generally smaller,
and these guests prefer more-personalised accommodations and tours. it provides signiicant jobs and skilled
opportunities for men and women, although it demands a high level of intuitive service and specialist, enhanced
skills to provide premium and niche experiences.
four core strategies have been identiied as priorities for the next four years to facilitate achieving Tourism Vision
2025. These have been selected because they address the fundamentals of engaging the current and potential
tourism workforce. They also link the behaviour and satisfaction of employees to the quality of service, visitor and
customer experience, and return on investment. To achieve the actions listed below, core strategy 6.1 should be
implemented as a priority.
ENGAGING THE WORKFORCE & COMMUNITIES:

1. DEVELOP AN ACTIVELY ENGAGED WORKFORCE
2. PROMOTE EMPLOYMENT AND

CAREER OPPORTUNITIES IN TOURISM
3. PRIORITISE LIFELONG TRAINING

AND DEVELOPMENT
4. ENGAGE LOCAL COMMUNITIES IN TOURISM

6.1 Develop an Actively include hr management, employee engagement, quality
standards, customer service, and business sustainability.
Engaged Workforce
it is essential to have a systematic approach and solid Formal annual surveys and research on the private sector
foundation to develop a sustainable workforce for workforce should be conducted to evaluate and forecast
the tourism sector. This includes fair and robust hr industry trends and gaps in hr. These can be included in
policies, planning and best practices for employment the local research surveys discussed in chapter 2.
throughout the public and private sector.
PUBLIC SECTOR
PRIVATE SECTOR current concerns that the four tourism institutions have
as an industry, there need to be concerted efforts to raised indicate frustration within the workforce stemming
establish best practices in HR, including workforce from a lack of consistently applied hr policies and an
planning, performance management, talent management, obsolete scheme of recruitment. other broad concerns
employee engagement, and succession planning. broadly include:
categorised as hospitality service standards, they must > The current institutional structure and dearth of
align with international hospitality service standards. strong hr policies, which contributes to demotivated
staff, lack of competency, dysfunctional departments,
Industry leaders should be committed to equality, inadequate workforce diversity, loss of high
diversity and inclusion. This comprises best practices for performing staff, and no succession plans
employment standards, career path development and fair > inconsistent decision-making and follow-up
remuneration. This can go a long way toward addressing combined with a pervasive lack of urgency, which
important hr challenges related to skill shortages, poor leads to non-resolution of issues
retention rates, and high staff turnover. examples of > a lack of accountability and a politicised work culture
commitments and pledges that the industry can make > Little emphasis on training and development
include: opportunities
> mandatory hours of annual training while employed
> flexible work schedules a cascading chain has emerged whereby poor evaluations
> speciied percentage of women employed in the and negotiations followed by protracted procurement
workforce processes and delayed decision-making gravely affects
> speciied percentage of women in managerial positions output. until such time that the institutional framework
> system for handling employee grievances recommendations in chapter 1 are implemented,
the following interim measures should be explored
research on the effect of talent retention on performance for optimum functionality and effective outputs.
in private sector companies in sri Lanka35 concluded that implementing best practices and processes will also help
there are no effective hr strategies for talent retention transition to a better working culture.
— a key component of any hr management plan that
underpins an organisation’s employment standards (I) REVISE HR FUNCTIONS IN THE FOUR TOURISM
and career path development. an employer branding INSTITUTIONS
strategy is important in this regard. There are four individual human resource functions for
a total of approximately 490 people. at least two options
Whereas the global and local chains of hotels and other should be considered as part of the investigation into the
major tourism-related businesses have supportive hr future of hr in the tourism institutions:
policies and practices that are part of their employer > continuing to allow the hr functions to remain in
branding, there is no clear picture of what hr policies and each tourism institution but have a collaborative
practices are in place in smes or msmes (which account arrangement in place.
for a large proportion of sri Lanka’s tourism sector). > implement a hr shared service (hrss)36 to manage
They may need more support, so the recommendation human resources across the four tourism institutions.
is to develop a foundation management master class (further information on hrss provided in box 3)
programme for msmes and smes registered with
sLTda to improve hr practices and business resilience. once a comprehensive hr audit has taken place, a strategic
access to these courses can be a beneit of being an hr plan will need to be developed and implemented, with
sLTda-registered business, supporting the effort to standardised hr processes across all hr functions. Gradual
mainstream the “informal sector” (see chapter 1). Topics transition to a results-oriented, performance-based,
to be covered in the modular and practical programme incentivised work culture in the public sector is essential.
98 TSP 2017-2020
BOX 3: BUSINESS CASE FOR HUMAN RESOURCES SHARED SERVICES (HRSS)
research shows that, regardless of size or industry, any organisation with multiple locations should consider
moving to a shared services model. When implemented effectively, hrss can be a tremendous boon to eficiency,
employee engagement and service excellence. analysis of organisations with an hrss model reveals that:
They are twice as likely to achieve best in class as their counterparts.
They have up to 30% fewer manual transactions handled by the human resources department.
85% of their employees are satisied, compared with 70% when there are no hrss.
76% of their employees rate themselves as engaged, compared with 70% when there is no hrss.
(II) REORGANISE AND STRENGTHEN EXISTING success, including up-to-date and cloud-based email,
CORE TEAMS WITHIN THE INSTITUTIONS network systems, online documentation, automatic
a priority in 2017 is updating the schemes of progress reporting, and online content banks. among
recruitment for the tourism institutions so the skill sets other advantages, it ensures business continuity and
match the current and ongoing requirements of the transfer of corporate knowledge, which has been a serious
industry. a pragmatic approach should be taken to skill problem for sri Lanka Tourism. regular iT training for
identiication, with emphasis on work experience, business teams must be provided to support this.
acumen, experiential tourism and content creation.
in the case of the sLTda one stop unit for project
cooperation and eficiency could be achieved by approvals, an online worklow process system should be
establishing, so far as practically and legally possible, introduced between all relevant departments. This could
a common, shared secretariat; overhead; and shared improve investor relations, approval times and overall
service functions such as hr, research, iT and digital, eficiency. using such a system, investors would be able to
and travel logistics. The sLTpb front-end marketing track their applications as they moved to each government
function should be reorganised into teams to relect the department, and systemic bottlenecks could be assessed,
streamlined priority markets. Working in teams can build for instance if there are long delays at certain agencies.
resilience and capability. eficiency has a direct positive effect on individual project
costs, fdi, and the country’s reputation for doing business.
With the move away from traditional marketing to the
new paradigm of digital marketing (see chapter 3), there in Q4 2016, the sLTda launched an online business
is a need for new areas of responsibility to be created registration system for enterprises that wish to register
in sri Lanka tourism and for ongoing capacity-building formally and for renewals, which provides customer
to take place, especially in digital marketing and market convenience and record keeping and helps with efforts to
research. in addition, core teams such as planning, mainstream the “informal sector”.
investment, legal, hr, procurement, and digital marketing
in sLTda and sLTpb should be strengthened by hiring (IV) STREAMLINE PROCUREMENT PROCESSES
specialist expertise or outsourced contractors for set an accounts support team should be set up to streamline
periods of time. This will help clear any outstanding work and fast-track purchasing procedures. it is recommended
and expedite planning. Training and mentoring must be that a prequaliication procedure be implemented for
mandated to ensure transfer of skills from outsourced suppliers and contractors of routine work or when
project consultants to staff. outsourcing is needed (e.g., a bank of preferred
consultants for specialist marketing ields such as
best-in-class processes, monitoring and evaluation must photography, content writing, digital and other marketing
be implemented. codes of conduct and etiquette for services). This would enable rapid response to needs
all communications by sri Lanka Tourism employees, rather than the long time it currently takes to procure,
encompassing online and ofline correspondence, media evaluate and execute. in general, there should be advance
releases and interviews, and social media, should be planning and procurement, with preparation for pivotal
introduced. This is in the interest of consistent messaging projects such as major advertising campaigns beginning
as well as brand and government reputation management. six months ahead. once a project concept is inalised, a
dedicated procurement meeting of all decision-makers
(III) HARNESS ICT TO IMPROVE WORK PROCESSES should be held to agree on the set approach and the
investment in icT hardware and software is critical to approvals and documents required.

CORE STRATEGY 6.1: Develop an Actively Engaged Workforce
Lead agency
Private sector
108 develop, implement and evaluate hospitality SLITHM 2017 a tourism industry
HR service standards appropriate for the sri sLTpb, sLcb, with employment
Lanka tourism industry. sLiThm, TVeT opportunities in the
private sector public and private
109 develop pledges and targets for the Tourism completed by sector that provide
private sector to make in which all parties Ministry 2020 security of tenure,
commit to workforce equality, diversity sLTda, sLTpb, career pathways
and inclusion, particularly with respect to sLcb, sLiThm and wages that
women in employment. evaluate pledges and consultant reflect diversity of
commitments annually. private sector the sector, skills of
employees and the
110 develop and implement an employer Tourism ministry planning in Q3
talent marketplace.
branding strategy for the tourism industry sLTda, sLTpb, 2017
underpinned by an employee value sLcb implementation
The private sector
proposition that can be adapted to suit specific marketing in 2018
would become
tourism and hospitality sectors. distribution follow up in
more engaged in
after two years, evaluate the employer specialist 2020
being part of the
branding strategy annually to: private sector
solution to ensuring
• assess whether intended objectives have
a sustainable
been met
workforce for the
• identify continuous improvement
whole tourism
opportunities
sector.
• assess resource allocation and
communication channels
use of employer and
• assess return on investment
company branding
111 develop and deliver a foundation SLITHM planning in through effective
management master class programme for TVeT 2017 communication
SMEs and start-ups in tourism to improve hr private sector roll out in 2018 strategies that will
practices and business resilience. development assist the tourism
partner and hospitality
industry in sri Lanka
to find, hire, and
retain the right
people, keeping sri
Lanka competitive,
innovative, and filled
with great talent.
Public sector
112 assess the most appropriate HR shared Tourism Q1 2017 an hr management
services model across the four tourism Ministry system delivering
institutions that includes: sLTda, sLTpb, cost efficiencies,
• a workforce plan with an accurate sLcb, sLiThm enhanced service
assessment of the current hr capacity quality, greater
• forecast of future hr requirements staff capability
• an equitable remuneration strategy and capacity, and
• a gap analysis greater collaboration
between sLTda,
sLiThm, sLTpb and
sLcb.
100 TSP 2017-2020

Lead agency
113 develop a strategic HR plan for the four Consultant planning in Q2 an hr management
tourism institutions that includes: Tourism ministry 2017 system delivering
• findings of hr shared service audit sLTda, sLTpb, implementation cost efficiencies,
• restructuring strategies as required sLcb, sLiThm in Q3 2017 enhanced service
• Learning and development framework annual quality, greater
• recruitment and retention strategies assessments staff capability
(based on public sector employee value and capacity, and
proposition) greater collaboration
• outsourcing strategies between sLTda,
• collaboration opportunities sLiThm, sLTpb and
• review against legislative requirements sLcb.
• evaluation criteria
• agreement with key stakeholders
implement the strategic HR plan, including a
communication plan and organisational needs
(e.g., space, equipment, payroll). evaluate the
plan annually.
114 Draft and update scheme of recruitment sLTda, sLTpb, Priority in
for all tourism organisations with professional sLcb, sLiThm Q1 2017
external expertise. hr consultant
management
services
department
115 Reorganise existing institutional teams to sLTpb, sLTda Priority in
operate most effectively. Q1 2017
116 Strengthen core teams and recruit or Tourism ministry Priority in
outsource specialist expertise for specific sLTda, sLTpb, Q1 2017,
periods of time. emphasise best-in-class sLcb, sLiThm ongoing
processes, planning, and communications.
117 assess technology improvement needs Tourism ministry Q2 2017
in tourism institutions; plan and invest sLTda, sLTpb, ongoing
accordingly. online workflow system for one sLcb, sLiThm
stop unit to be prioritised.
118 introduce measures to streamline Tourism ministry Priority in
procurement processes within tourism sLTda, sLTpb, Q1 2017
institutions. sLcb, sLiThm
note: hr, human resources; sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau; sLcb, sri Lanka
convention bureau; sLiThm, sri Lanka institute for Tourism and hotel management.

6.2 Promote Employment and Improving the perception of the tourism sector should
begin in households and schools. Therefore tourism
Career Opportunities in Tourism sector career prospects should be highlighted in the
There is a potential need to increase the workforce to mainstream school curricula, such as:
serve the tourism industry based on average duration
of a tourist’s stay from 319,436 in 2015 to a forecasted > introducing a hospitality and customer service
481,025 in 202037, an increase of 33.6% over ive years. course in the local school curriculum
sLTda data show 197 accommodation facilities under
development (and ready for operations by 2018), which > encouraging more schools that follow the english
will add 11,645 rooms38 to sri Lanka’s inventory. it has advanced Level syllabus to introduce the Travel &
been calculated that 23,360 employees will need to be Tourism advanced Level (cambridge) course
trained before the end of 2017 for these hotels to be
operational by 2018. > establishing travel clubs in local schools (especially
girls’ schools) starting around the age of 14. a club
To ensure that development of a high-calibre workforce would have to deliver 12 projects for the year, which
accompanies industry growth, recruitment must be could include a school trip, photo competition,
scaled up by improving perceptions of the tourism poetry or writing competition, environment clean-
industry and career prospects in the sector. The current up, culinary experience, career workshop, etc.
career options are heavily focused on jobs in hotels. a relevant collateral would need to be produced.
major portion of employment is in the food, beverage
and cookery section. Career pathways should be better Various annual domestic awareness campaigns should
communicated so that newcomers understand the be implemented targeting different segments — opinion
choices available and progression in employment. inluencers, community members, families, women,
workforce, youth. Topics to be covered include tourism
information to quantify each of the positions within career choices, salary and working misconceptions,
the tourism sector and the associated entry-level career progression, hotel and services workplaces, and
qualiications, skills and experience is lacking, but access family support. There must be a dedicated awareness
to employee training reveals the highest estimated programme to encourage women to enter the hospitality
potential gain in productivity. estimates indicate that sector. With the use of mainstream and social media and
output per worker would be almost three times as high quality collateral, these awareness campaigns must be
(275% of current levels) in companies that train workers as prioritised and creative. This can be further strengthened
in otherwise similar units where workers are not trained39. using a grassroots mobilisation programme (e.g., street
theatre workshops and open house initiatives at hotels)
in line with international best practices, sri Lanka should to help demystify employment in the tourism industry
not only prioritise the large number of new employees and attract potential employees. community-related
required, but also focus on how best to use employees actions, which also have an important role, are discussed
who multitask to deliver the highest levels of hospitality in chapter 6, section 6.2.4.
and customer service. The workforce must also move
beyond standardised service delivery to true customer sri Lankans have a strong sense of hospitality, and the
service and cater to visitor expectations if sri Lanka is to country has an array of natural and cultural heritage
become a high-value destination. that is the repository of tradition, history, and the sri
Lankan story. These assets could be better harnessed
it is necessary to foster a supportive culture in the through locally delivered, nationally accredited training
hospitality workplace, especially for youth and women. programmes so that every person becomes a tourism
This begins with career counselling at the training ambassador, providing the foundation for a career in
institutions (e.g., career counselling unit at sLiThm), tourism and hospitality. existing sLTda initiatives40
followed by buddy and mentorship programmes in the can be used to develop a formalised Sri Lanka Host
work place, role model programmes, continuous team programme (case studies include australia’s aussie host
building exercises, and middle management training. and new Zealand’s kiwi host) that provides customer
These elements can help attract people to the sector and service training to ensure a welcoming host community.
increase staff retention rates because high staff turnover general customer service courses can also be offered to
is costly for any business. The private sector should sLTda-registered businesses — another value addition
commit to introducing such practices (see chapter 6, of becoming formally registered.
section 6.2.1).
102 TSP 2017-2020

CORE STRATEGY 6.2: Actions to Promote Employment and Career Opportunities in Tourism
Lead agency
119 develop and promote career planner for SLITHM, sLTda Q1 2017 Locally delivered,
tourism sector to raise awareness of employment sri Lanka nationally accredited
opportunities, entry levels and qualifications, Tourism training programmes
skills, required knowledge and attributes. promotion delivered by
bureau, sri Lanka credentialed trainers
convention available to public
bureau and private sector
TVeT employers and to
private sector potential tourism
provincial sector employees.
councils better access to
120 Career counselling unit set up at sLiThm to sLiThm Priority in accredited training
help with career guidance and work placement Q1 2017 on an equitable
support for students as well as keeping in touch basis to ensure
after graduation. strong technical and
customer service
121 promote tourism sector career interest and Tourism ministry 2017 and
skills.
prospects within the school curriculum. with education ongoing
ministry
122 planning and implementation of annual island- Tourism ministry Priority
wide domestic awareness campaigns SLTDA planning in
ongoing evaluations of campaign outcomes and private sector 2017
quarterly amends as required. Commence
123 planning and implementation of grassroots in Q3 2017
initiatives that complement the domestic onwards
awareness campaigns. annual
assessments
124 introduce a formalised Sri Lanka Host customer SLTDA 2017 planning
service training programme to ensure a TVeT 2018
welcoming host community. Training can be provincial implementation
delivered in workshops and an online app. councils
associated communication strategy required to
promote this training to a range of people.
note: sLTda, sri Lanka Tourism development authority; sLiThm, sri Lanka institute for Tourism and hotel management.

6.3 Prioritise Lifelong The VeT plan for the tourism sector does not provide
detailed information according to type of training
Training and Development providers, coverage of programmes, professional
initial training is only the irst step in a longer-term qualiications, syllabi, targeted occupational groups, and
process of employee development. regular training is mapping them with the relevant nVQ levels. The icT
well worth the investment to improve the bottom line. VeT plan is a good model to adopt because it provides a
companies should work toward creating a culture of comprehensive assessment of skill gaps.
learning and professional development. Lifelong staff
training should be prioritised to: data from labour force surveys indicate that half of
employees are employed in smes, with approximately
> keep up to date with industry changes and the latest one-third in msmes. These establishments may ind it
technology developments dificult to fund their own training, which underlines the
> stay ahead of competitors need for appropriate training to be publicly funded if
> identify weaknesses and skill gaps in the workforce Tourism Vision 2025 is to be realised. There should be
> maintain knowledge and skills and advance a special focus on guide training, especially as sri Lanka
employee skills becomes a high-value destination and requires quality
> provide an incentive to learn and internal promotion interpretation.
opportunities
> increase job satisfaction and staff retention sLiThm is consistent in its delivery methodology
> attract new talent for tourism industry training42. it delivers training
in facilities at colombo, kandy, anuradhapura,
Training improves skills, knowledge and a sense of passikudah, kurunegala, negombo, ratnapura,
responsibility. The outcomes of training depend on bandarawela, hambantota, and koggala (with proposed
many factors, such as quality of the training package, facilities planned for polonnaruwa and Jaffna). sLiThm
proportion of technical skills and soft skills, industry is making good progress under current leadership
experience and level of skill of the instructor or trainer, and doubled its intake of students in 2016, who are
training centre facilities for practical demonstration, categorised as craft, certiicate, intermediate, and
and exposure to the industry of trainers and trainees. if advanced level (four-year management diploma). it also
any of the above factors are not in place, it is dificult to provides foundation, apprenticeship, national tourist
achieve the expected outcomes of the training. soft skills guide and chauffeur guide courses. as the principal
training is critical for service excellence and ensuring institution producing the largest number of graduates
improvements in attitude and a sense of responsibility. and apprenticeships and catering to 60% to 70% of
the forecasted workforce demand, it is essential that
in sri Lanka, skills certiication is organised in a national sLiThm function to its best and fullest capacity.
qualiications framework, the nVQ system. as at october
2014, there were 144 national competency standards and Training programmes for the tourism sector are
curricula (nVQ Level 1-4) and 11 programmes relating designed in consultation with the tourism industry only
to tourism. The evidence indicates high use of the nVQ to some extent. at the national level, the government
system in terms of number of nVQ certiicates issued.41 has established a sector skill council for hospitality and
tourism that aims to make training more responsive
skills training for tourism is conducted internally though to industry needs. some training institutions such as
induction and in-house structured programmes and sLiThm also have former and current members of
externally through public, private and non-government industry involved at the board level.
organisations. The low incidence of external training in
the industry suggests that pre-employment training is
important in sri Lanka.
104 TSP 2017-2020

CORE STRATEGY 6.3: Actions to Prioritise Lifelong Training and Development
Lead agency
125 develop a tourism and hospitality competency Tourism 2017 better
framework: Ministry understanding
i. identify all tourism roles and associated competen- Development of the tourism
cies in the public and private sectors partner and hospitality
ii. use the findings from the sri Lanka skills for sLTda, industry to
inclusive economic growth programme 201643 as sLiThm remove many
a pilot for skills gaps in the workforce and how to sLTpb, sLcb, preconceptions
address them TVeT so tourism is
iii. determine skills and training levels that tourism private sector viewed in a
sector requires better light as
iv. conduct skills gap analysis in public and private a safe, viable
sectors career choice
126 develop and implement national learning and Tourism 2017 in a sector that
development framework to enhance or build Ministry is growing
capability in tourism and hospitality sector. elements to Development exponentially.
be incorporated into framework include: partner
i. multifaceted marketing plan as an essential com- sLTda, develop pride
ponent to maximise participation of participants sLiThm in workplace
and build awareness of benefits of training with sLTpb, sLcb, and dignity
employers and current and potential tourism and TVeT in a variety of
hospitality sector employees private sector tourism- and
ii. methodology to evaluate implementation. hospitality-
after two years, evaluate framework annually to related
determine whether intended objectives have been met occupations
and then act accordingly on evaluation findings. with flexibility
to meet
127 identify best practices and advancement for tour SLITHM Priority in Q1
personal
guide training programmes to increase numbers and sLTda 2017 planning
circumstances.
improve standards, such as: TVeT Q4 2017
This is
i. range of short and long courses in specialist fields private sector Implementation
particularly
ii. Tailored training and certification programmes for provincial
important for
naturalists (possibly working with universities) councils
women in the
iii. Tailored training and certification programmes
sector.
for local guides (possibly led and administered by
provincial councils)
iv. prospects for a private–public partnership arrange-
ment for guides’ academy in tourist location
v. introduction of short course during annual renewal
of guide licenses to ensure knowledge is current
and to maintain standards
128 identify and promote training institutions in public SLITHM Priority in 2017
and private sectors to deliver accredited training TVeT
programmes to fill workforce skills gap. (sLiThm is sLTda
considering a franchise model.) sLTpb, sLcb
129 support training opportunities for SLITHM faculty, SLITHM Priority in 2017
especially in specialist fields.
130 introduce four-year honours travel & tourism degree sLiThm with 2018
programme that meets international standards. university
grants
commission
note: sLTda, sri Lanka Tourism development authority; sLTpb, sri Lanka Tourism promotion bureau; sLcb, sri Lanka convention bureau; sLiThm, sri Lanka
institute for Tourism and hotel management; TVeT, Technical and Vocational education and Training.

6.4 Engage Local Communities To realise these beneits, it is critical that:
> communities are aware of the potential beneits of
in Tourism tourism and that tourism is perceived as a viable
people are a core element of sustainable tourism, and employment opportunity and career option
part of Tourism Vision 2025 is to ensure that tourism > people are aware of and can access meaningful
creates beneits for urban and rural communities across training and employment at a local level through the
sri Lanka. sri Lanka host programme
> Tourism roles and working conditions meet best-
Tourism can be an excellent source of revenue, practice standards for each sector of the tourism
particularly in local areas with limited livelihood industry, including equity in wages, diversity, and
prospects, where it also provides opportunities for inclusion
education, training, and meaningful employment in a > communities have support in learning how best to
range of hospitality services such as accommodations, host visitors to capture these beneits
tours, events, attractions and performances. > support is available to help small businesses and
cottage industries preserve traditional arts, crafts,
development of small businesses and cottage industries music, language, dance, dress, history, locations,
can strengthen local economies and investment in artefacts, traditional medicine and healing, styles of
infrastructure and services that are shared with the growing, and preparation of food
community (e.g., roads, transport, recreation facilities).
on a deeper level and in line with the roots philosophy, Without a dedicated focus on this element, there is
engagement of local communities in tourism can a risk that Sri Lanka will lose much of the unique
foster conservation of history, culture and traditions character and culture that is a key attraction for visitors.
that might otherwise be lost. it can also renew a shared The country would miss out on potential employment,
sense of local pride, ownership, and care to protect opportunities for poverty alleviation, small business
the authentic elements of sri Lanka with a bias toward development, and revenue that could all be funnelled
minority groups and women. positive engagement directly into community development.
between visitors and local communities can be an
excellent vehicle for fostering cross-cultural awareness, actions related to speciic initiatives and projects are
understanding and peaceful relations. discussed below.
CORE STRATEGY 6.4: Actions to Engage Communities in Tourism

Lead agency
Policy greater
131 investigate mandating an upfront or ongoing local SLTDA 2018 community
community contribution from large-scale hotel Tourism ministry engagement
developments that can help with community tourism and inclusivity
and so is mutually beneficial (e.g., renovate public park, by ensuring
develop craft centre, create culinary centre, host regular communities
local festival). benefit from
tourism,
Projects
fostering sense
132 create community spaces at tourist attraction sites for CCF 2017–2020 of pride and
information, interpretation, traditional craft markets, sLTda recognition of
music, local arts, crafts, and food. guidelines to be provincial the significance
provided and can be set up as local cooperative. councils of sri Lanka’s
133 develop artisan & crafts incubator project to promote SLTDA completed natural and
local creativity and new market prospects. offer subsidies craft council by 2019 cultural assets
or business training for new business ideas for traditional as a repository
handicrafts and cottage industries. focus on opportunities of tradition,
for women. history and
values.
106 TSP 2017-2020

Lead agency
Projects greater
134 use regional tourism expos to increase awareness of benefits Tourism Ministry 2018–2020 community
of tourism to regions and how to be good hosts; identify sLTda engagement
successful, celebrity local personalities as ambassadors; use sLiThm and inclusivity
tourism graduate alumni networks of sLiThm. can be annual provincial councils by ensuring
event held in different province each year. communities
benefit from
Programmes
tourism,
135 Skills retraining programme to equip people with tourism Tourism 2017 fostering sense
sector–related skills so they can earn additional income or associations ongoing of pride and
combat seasonality (e.g., fisherman or farmer who can be private sector recognition of
retrained for community tourism to work seasonally). the significance
136 nominate community stewards for specific duties related to sLTda 2018 of sri Lanka’s
tourism (e.g., beach agents involved in lifeguarding, guiding provincial councils ongoing natural and
activities, experience creation). Where community members cultural assets
speak and understand foreign languages, encourage them as a repository
to participate in community steward programme. Local of tradition,
government can run in accordance with sLTda standards, history and
which can address local harassment problems. values.
137 consider adult apprenticeship programme for older Tourism ministry 2018
people who want to change careers or take up an interest, Vocational training ongoing
especially in less-popular sri Lankan handicrafts. possible institutes
incentives can be subsidised training and provision of
tools for the craft.
138 initiate programme to recruit retired educated Tourism ministry 2018
professionals and civil servants to become experiential with sLiThm ongoing
guides—could be source of part-time work and income
for an ageing yet active population.
139 initiate creative tuk-tuk programme to train drivers as local sLTda with 2018
guides and elevate visitor experience through competitions private sector ongoing
and events. address local harassment problems.
140 create education activities programme in cooperation Education 2019
with local schools aimed at involving local youth in nature- Ministry
based conservation activities, environmental education Tourism ministry
and cross-cultural awareness programmes, young ranger
programmes, and competitions.
Communications
141 develop a communications strategy on the role of being SLTDA 2017
a welcoming host community, including using mainstream development ongoing
and social media on responsible island-wide travel (e.g., partners
featuring less-well-known attractions, cautioning against
harmful behaviours).
142 Role model communications with celebrity endorsement SLTDA 2018
to encourage positive behaviours and conservation ongoing
principles in host community.
143 develop oral histories by interviewing community elders SLTDA 2017
to create collection of stories about local history, lifestyle, Local government ongoing
events, and culture of different localities. potential for
collaboration with schools and universities.
144 roll out general communications campaign targeting Tourism Ministry 2018
vulnerable groups to create awareness of social ills and working with ongoing
harmful behaviours (e.g., related to crime, narcotics, abuse). relevant agencies
note: sLTda, sri Lanka Tourism development authority; sLiThm, sri Lanka institute for Tourism and hotel management.

Endnotes
30. strategic hr management is defined as integrating hr management strategies and systems to achieve the overall mission, strat-
egies and success of the firm while meeting the needs of employees and other stakeholders (source: herman schwind, hari das
and Terry Wagar, human resource management: a strategic approach).
31. report on forecast of Tourist arrivals, Tourism receipts, average duration, and Total employment in sri Lanka for 2016–2020,
research and international affairs division, sLTda, august 2016.
32. sLTda annual statistical report 2015.
33. in sri Lanka, overall unemployment rates of women have been consistently double those of men for four decades. source: sri
Lanka gender profile final report, Japan international cooperation agency, public policy department march 2010.
34. The World university service of canada distributed the survey questionnaire to the Technical and Vocational education and
Training group.
35. The human resources strategies impact of talent retention on performance of private sector organizations in sri Lanka; k.
karunathilaka phd, prof. dr. m. yajid, professor dr. a. khatibi. european Journal of research in social sciences; Vol. 4, no. 6,
2016 issn 2056-5429.
36. Transformation to a hrss is a long-term prospect and is successful with inclusive change management through communication
and stakeholder involvement (building the case for hr shared services, aberdeen group 2011).
37. report on forecast of Tourist arrivals, Tourism receipts, average duration, and Total employment in sri Lanka for 2016–2020.
research and international affairs division. sLTda. august 2016.
38. 39. Tourism industry forecasts for infrastructure and Training 2016–2020, chandra embuildeniya together with dinesh Weerak-
kody and the subcommittees of training and infrastructure headed by sunil dissanayake and srilal miththapala.
39. productivity, innovation & growth in sri Lanka, an empirical investigation. mark a. dutz & stephen d. o’connell; World bank,
poverty reduction & economic management network, economic policy & debt department, february 2013.
40. programme currently conducted by sLTda’s domestic Tourism & community relations department.
41. skills gap in 4 industrial sectors in sri Lanka, international Labour organisation office for sri Lanka and the maldives, 2015.
42. survey of TVeT providers, 2016.
43. sri Lanka skills for inclusive economic growth program 2016 established by the australian department of foreign affairs and
Trade (dfaT) in sri Lanka as a comprehensive integrated program focused on ‘economic opportunities for the poor’ (eop).
108 TSP 2017-2020

Main Annexes
109
Central government stakeholders
with tourism commonalities
MINISTRY OF FINANCE MINISTRY OF DEVELOPMENT MINISTRY OF MEGAPOLIS &
department of excise STRATEGIES & INTERNATIONAL WESTERN DEVELOPMENT
department of customs TRADE urban development authority
department of inland revenue board of investment (boi)
export development board (edb)
MINISTRY OF DEFENCE MINISTRY OF NATIONAL MINISTRY OF FISHERIES

sri Lanka coast guard POLICIES & ECONOMIC AFFAIRS & AQUATIC RESOURCES
sri Lanka army, navy, air force department of external resources DEVELOPMENT
department of fisheries & aquatic
resources
ceylon fisheries harbour corporation
MINISTRY OF EDUCATION MINISTRY OF MINISTRY OF MINISTRY OF SKILLS

central cultural fund FOREIGN AFFAIRS SPORTS DEVELOPMENT
department of archaeology overseas missions & VOCATIONAL
TRAINING
MINISTRY OF WILDLIFE & MINISTRY OF MAHAWELI MINISTRY OF INTERNAL AFFAIRS,

SUSTAINABLE DEVELOPMENT DEVELOPMENT & ENVIRONMENT WAYAMBA DEVELOPMENT &
department of Wildlife conservation forests department CULTURAL AFFAIRS
department of national botanical coast conservation department department of immigration &
gardens marine environment protection emigration
department of national Zoological authority department of national museum
gardens central environmental authority
MINISTRY OF POWER & MINISTRY OF LAW & ORDER AND MINISTRY OF HEALTH,
RENEWABLE ENERGY SOUTHERN DEVELOPMENT NUTRITION & INDIGENOUS
ceylon electricity board sri Lanka police MEDICINE
sri Lanka sustainable energy department of ayurveda
authority
MINISTRY OF TRANSPORT & MINISTRY OF PORTS & SHIPPING MINISTRY OF INDUSTRY &
CIVIL AVIATION sri Lanka ports authority COMMERCE
civil aviation authority merchant shipping secretariat national crafts council
railways department Laksala
department of motor Trafic
110
Sample Events Calendar
Month Category Event Location Comments
January ‘arts month’ Galle Literary Festival galle
arts Kala Pola Art Fair colombo potential for kala pola in kandy
religion (buddhism) Duruthu Perahera kelaniya
culture Jaffna Kite Festival Jaffna schools to be encouraged to
participate
february national Independence Day Parade multiple

religion (buddhism) Navam Perahera colombo
music Colombo Jazz & Blues Festival colombo
adventure galle Tuk Tuk gala (Tuk Tuk galle new event to actively engage
polo, art, parade) tuk tuk drivers
march heritage roots sri Lanka festival multiple new festival to celebrate local
fashion Colombo Fashion Week colombo heritage at different locations
religion (hindu) Navarathri Festival puttalam
religion (christian) St. Anne’s Festival Talawila
sport international kite suring kalpitiya
championship
sport school cricket season colombo attracts sri Lankan diaspora
april culture Sinhala & Tamil New Year island-wide

‘hill country month’ Nuwara Eliya Season (flower nuwara eliya
show, perahera, carnival, sports)
culture hill country Tea festival new event dedicated to tea,
Trincomalee potentially held in bandarawela
religion (hindu) Koneswaram Chariot Festival colombo
Tourism industry Sancharaka Udawa
may religion (buddhism) Muthiyangana Perahera badulla

religion (buddhism) Vesak celebration island-wide
music Jaffna music festival Jaffna has taken place previously, to
become annual
June music & culture colombo carnival colombo new event in heart of colombo
sport sri Lanka Triathlon challenge south coast new event to promote soft
adventure and showcase the
country
July ‘culinary month’ gourmet galle galle annual food festival in galle
sport international suring arugam bay has taken place previously, to
championship become annual
culinary Kandy Spice Festival kandy
religion (buddhism) Kandy Esala Perahera kandy
religion (buddhism) Anuradhapura Esala Perahera anuradhapura
religion (muslim) Eid-al-Fitr / Ramazan island-wide
culinary street feast multiple new event to celebrate street food
august fashion CFW Fashion Resort galle

nature World elephant day celebrations pinnawela
religion (hindu) Nallur Festival Jaffna
111
Month Category Event Location Comments
september Tourism industry World Tourism Day tbc
culture film festival colombo / has taken place previously, to
Jaffna become annual
culture ColomboScope colombo
Trade Facets Sri Lanka colombo annual international gem &
adventure Sri Lanka Tuk Tuk Challenge multiple jewellery show
october fashion CFW Fashion Swimwear colombo

sport Colombo Marathon colombo
religion (hindu) Deepavali multiple
adventure extreme sports event tbc
november design Sri Lanka Design Festival colombo

music & culture galle military Tattoo galle
‘performance sri Lanka drum & dance festival colombo
month’ Natanda Dance Festival colombo
december Tourism industry Tourism awards colombo new event to recognise and
religion (buddhism) Sri Pada Perahera hatton uplift standards
religion (christian) Christmas celebration colombo
new year’s eve iconic ireworks galle face
green
* notes:
• events in bold lettering are already operational. event months are indicative and can change.
• major peraheras are referenced but several others are held and supported by sri Lanka Tourism at present.
• monthly poya perahera to be held in different parts of the country and promoted.
• Quarterly performance in colombo by international artists / entertainers. sri Lanka Tourism will specifically support those that are in line with
furthering the tourism vision.
• There are smaller scale local events with the potential to gain international status such as religious celebrations, niche festivals, artisan fairs, beach
festivals, design markets, Theatre evenings, etc.
112
Potential Investment Projects List
The government cannot and should not undertake all projects and programmes alone. all stakeholders have a role to
play. inventive partnerships between public and private sectors need to be considered.
The ideas and activities mentioned here are not all encompassing but aim to enhance and diversify sri Lanka’s tourism
experience, stimulate employment creation and encourage inclusive economic participation. all projects require
comprehensive environmental feasibility studies and community consultations in their localities before going ahead.
They would also need to be incorporated into wider destination development plans.
> colonial fort restoration and/or adaptive reuse for multi-purpose, specialist and public purposes
> conceptualisation and development of unique rooted experiences
> design, construction and management of an exhibition and conventions centre in colombo
> design, construction and management of international grade museums and cultural centres
> design, construction and operation of marinas
> design, construction and operation of integrated golf course resorts
> development of eco-tourism and villa accommodation
> introduction and management of spa, retail and food & beverage establishments, including global brands
> introduction and management of unique and luxury journey experiences
> management of world-class hospitality training institutes and courses
> operation of cooperative-based night markets or beach bazaars
> operation of cooperative-based royal craft centres
> production and management of home-grown events and festivals
> set up and operation of adventure sports centres to international safety standards
> set up and operation of guiding schools for natural and cultural assets
> set up and operation of professional and recreational culinary arts schools
> set up and operation of water sports and diving schools and centres
> strategic brands resort development
> Technology-based solutions including promotional platforms, booking systems, management software and apps
> Tourism-related agri-busines and manufacturing
> Tourism-related real estate and ancillary services
> urban planning and heritage property development
> set up and operation of wildlife, marine life and ecosystem-based research hubs
113
Resource Organisations and Individuals
The Tourism strategic plan was prepared thanks to the involvement of multiple stakeholder organisations and
individuals via meetings, interviews, consultations, research papers and media articles. The work was led by the prime
minister’s Team on Tourism and ministry of Tourism development & christian affairs and with support from the World
bank group and australian high commission.
hon. prime minister ranil Wickremesinghe

hon. minister of Tourism development, Lands & christian affairs John amaratunga
hon. minister of development strategies & international Trade malik samarawickrema
hon. minister of Law & order and southern development sagala ratnayake
hon. minister of sustainable development & Wildlife gamini Jayawickrema perera
hon. minister of special assignments sarath amunugama (dr.)
agency for development – general affairs council (afd-gac)

australian high commission and australian department of foreign affairs and Trade
board of investment sri Lanka (boi)
ceylon chamber of commerce
department for immigration and emigration
department for Wildlife conservation (dWc)
harvard university centre for international development
international finance corporation (ifc)
institute of policy studies of sri Lanka (ips)
ministry of development strategies & international Trade
ministry of sustainable development & Wildlife
minister of Tourism development & christian affairs – minister’s advisory council
ministry of Tourism development & christian affairs
sri Lanka Tourism development authority (sLTda) & sLTda board
sri Lanka Tourism promotions bureau (sLTpb) & sLTpb board
sri Lanka conventions bureau (sLcb)
sri Lanka institute for Tourism & hospitality management (sLiThm)
Tony charters & associates, australia (Tca)
urban development authority (uda)
Western region megapolis planning project (Wrmpp)
World bank group (Wbg)
Local media organisations
several micro enterprise owners including restaurants, b&bs, local tours and tuk tuk drivers
aarthi dharmadasa, prime minister’s Team on Tourism

abbas esufally, group director, hemas holdings
afghar mohideen, chairman, abercrombie & kent - sri Lanka
ajit Jayamanne, director, browns hotels & resorts
ajita de costa, chairman, Wrmpp
ajith dias, chairman, sriLankan airlines
ajit gunewardene, deputy chairman / managing director, John keells holdings
amal cabraal, non-executive director, John keells holdings (afd-gac)
amal goonetilleke, consultant – sales & marketing, Taj hotels
amali rajapaksa, senior infrastructure specialist, Wbg
andrew e.J. fairley, chairman, parks Victoria / deputy chair, Tourism australia
angeline ondaatjie, managing director, Tangerine Tours
anura sathurusinghe, conservator general of forests, forest department
anushka Wijesinha, chief economist, ceylon chamber of commerce
asoka alwis, general manager, The rainforest ecolodge
114
asoka hettigoda, managing director, hettigoda group
athula amarasekera, director, kiyara capital advisors, singapore
bharat nagpal, destination marketing, Tripadvisor – south asia
borja santos, intern, centre for international development, harvard university
chamila Weerathunghe, chief operations oficer, environmental foundation Limited
chanaka Wickramasuriya, managing partner, ironwood capital partners
chandana de silva, emirates – sri Lanka & maldives
chandana Wijeratne, director – standards & Quality assurance, sLTda
chandima gunawardena, director, carson cumberbatch & co
chandra mohotti, senior Vice president, galle face hotel management company
chandra Wickramasinghe, chairman, Theme resorts & spas
channa daswatte, designer, architect and author / chairman, galle heritage foundation
charitha ratwatte, senior advisor to the prime minister
charlotte blundell, counsellor, australian high commission
chitral Jayatilake, Vice president / head of nature Trails, John keells group
clarence Tan, project director, shangri-La sri Lanka
dallas martenstyn, owner, d.V. martenstyn Limited
daniel stock, research fellow, centre for international development, harvard university
darshani de silva, senior environmental specialist, Wbg
david Jamieson, managing partner, saruketha
deshal de mel, senior economist, hayleys group
devendra senaratne, president, sri Lanka association of inbound Tour operators
dhammika perera, chairman/ managing director, Vallibel one group
dhammika k. Wijayasinghe, secretary general, sri Lankan national commission for unesco
dhara Wijayatilake, ceo, ceylon chamber of commerce
dilip de s. Wijeyeratne, Joint managing director / ceo, Third Wave international bahrain
dileep mudadeniya, Vice president-brand marketing, John keells hotels
dilhan fernando, marketing director, dilmah Tea (afd-gac)
dilrukshi hewage, assistant director – research, sLTda
dinesh de Zoysa, director, uga escapes
dinesh Weerakkody, chairman, national human resource development council of sri Lanka
dominique nordmann, chief executive oficer, resplendent ceylon
dulani sirisena, programme manager, australian high commission
duminda ariyasinghe, director general, boi
dushan Wickramasuriya, director – public relations, sLTpb
elizabeth saxon (dr.), principal Tourism analyst, Tca
emanuel salinas, program Leader – growth & competitiveness, Wbg
eric Wikramanayake (dr.), chairperson, environmental foundation Limited
esther m. mcintosh, country director, World university service of canada
gayangi Wirasinha, managing director, abercrombie & kent sri Lanka
graeme harris, senior operations oficer, ifc
haiz Zainudeen, operations analyst, Wbg
hari selvanathan, deputy chairman, carson cumberbatch & co (pm’s team & afd-gac)
himali Jinadasa, unesco country focal point for sri Lanka
hiran cooray, chairman, Jetwing hotels
hiran de silva, director, hVs
hirante Welandawe, architect & urban conservationist
husein esufally, chairman, hemas holdings
indrajit coomaraswamy (dr.), governor, central bank of sri Lanka
indrajith de silva, director – destination & social responsibility, sLTpb
inoka punchihewa, Legal oficer / secretary to the board, sLTda
James corven, destination marketing guru, Tca
Janaka sugathadasa, secretary, ministry of Tourism development & christian affairs
Javana fernando, managing director, haritha collection
115
Jeggan rajendram, country consultant, google
Johanne Jayaratne, executive director, airport & aviation services
kamal dorabawila, principal investment oficer asia paciic – infrastructure & natural resources, ifc
kanchana abeywickrama, associate operations oficer, ifc
kanchana Wickramasinghe, research economist, ips
krishni goonesena, first secretary (development cooperation), australian high commission
kumar nadesan, managing director, express newspapers
Lahari de alwis, head of business services, chrysalis
Laleenie p. hulangamuwa, ceo, The hotels association of sri Lanka
Larimon sawyan balmond, director, palagama beach resort
m.h.a. raheem, chairman, eastern Tourism development forum
madhubani perera, director – marketing, sLTpb
mahen kariyawasam, managing director, andrew Travel company
malik fernando, managing director, resplendent ceylon
malraj kiriella, director general, sLTda
mahesh amalean, chairman, mas holdings (afd-gac)
mangala yapa, managing director-designate, agency for development
margaret goody, director, akyra consulting australia
matt andrews (prof.), associate professor of public policy, harvard kennedy school
miguel cunat, chief executive oficer, sri Lanka in style / red dot Tours
mike orgill, public policy – asia paciic, airbnb
mihira Liyanaarachchi, director – domestic Tourism & community relations, sLTda
murtaza Jafferjee, ceo, Jb securities (afd-gac)
nalin Jayasundera, managing director, aitken spence Travels
nandana dissanayake, director – financial management, sLTda
nayana mawilmada, head of investments, Wrmpp
neelakanth Wanninayake, executive director / ceo, industrial services bureau – north Western province
niloo Jayatilleke, head of investments, softlogic
nimalka morahela, proprietor, hna consulting & events
oshani perera, director – public procurement & infrastructure finance, international institute for sustainable development
otara gunawardene, founder, embark and The otara foundation
p.m. Withana, chairman, sLTda
p.u. ratnayake, director – Tourism planning, development & investment, sLTda
paddy paul, managing director, golden isle Travels
palitha gurusinghe, president, sri Lankan ecotourism foundation
patrick Vandenbruaene, senior coordination oficer, the development partners secretariat
pierre pringiers, founder / chairman, sail Lanka charter & building a future foundation
prabath Vidanagama, chief inspector of police / oficer in charge – police Tourist division, sri Lanka police
prasanna hettiarachchi, chairman, saaraketha holdings
praveen abeyratne (prof.), professor at henley-putnam university
presantha Jayamaha, executive chairman, best Western
prishanta gunawardhana (prof.), director general, central cultural fund
priyan fernando, chairman, brandix Lanka
priyanka coorey, senior investment oficer, ifc
prema cooray, chairman, sLcb
radheesh sellamuttu, founder, Leopard Trails
rajini de silva mendis, chairperson, ebert silva holidays
rashmini mather, prime minister’s Team on Tourism
refhan n. razeen, executive general manager, heritance kandalama
robert govers (dr.), associate professor and founder, placebrandz
rohan abeywickrema, president, association of small & medium enterprises in Tourism sri Lanka
rohan karr, general manager, cinnamon hotels colombo
rohantha athukorale (dr.), former chairman, sLTpb and Lanka sathosa
rohini nordmann, director, ophir
116
ruvini fernando, director, guardian fund management
ruchi gunewardene, managing director, brand finance Lanka
rukshan Jayawardene, ecologist, wildlife photographer and director, environmental foundation Limited
samanthi gunawardana (dr.), Lecturer, gender & development
sandya salgado, director, seylan bank & business strategist, film island
sanjeeva sellahewa, economic & commercial policy advisor, embassy of the kingdom of the netherlands
seenithamby manoharan, senior rural development specialist, Wbg
shanaka maliyadda, director, shalya Total solutions
shanthi kumar, director operations, ramada hotel
shaun mann, Tourism development specialist, Wbg
shehan ramanayake, consultant – Tourism, southern development board
shirani Weerakoon, additional secretary, ministry of Tourism development & christian affairs
shirantha herath, chairman, southern development board
shiranee yasaratne, managing director, sustainability agenda
shirani Weerakoon, additional secretary, ministry of Tourism development & christian affairs
simon milne (prof.), director, new Zealand Tourism research institute
srilal miththapala, former president, The hotels association of sri Lanka
sunela Jayawardene, environmental designer & architect
sudath karunanayake, attorney-at-Law and Legal consultant specialising in commercial & hospitality Law in sri Lanka
sujeewa mudalige, managing partner / ceo, pricewaterhousecoopers – sri Lanka & maldives
sutheash balasubramaniam, managing director, sLTpb
saminda perera, general manager – marketing, sriLankan airlines
sumith pilapitiya (dr.), former director general, dWc
sunil dissanayake, chairman, sLiThm
Tissa sooriyagoda, director, Thannewatha mini hydro power holdings
Thao nguyen, public policy partnerships – apac, airbnb
Tharanga rupasinghe, director – hr & premises management, sLTda
Tharuka dissanaike policy specialist, united nations development programme
Thilan Wijesinghe, chairman, TW corp
Thilak T. Thilagaraj, managing director, Tilko Jaffna city hotel / president, northern province Tourism association
Thilak Weerasinghe, founder / chairman, Lanka sportreizen (Lsr)
Tony charters, principal & conference convenor, Tca
Tony mantara, chairmain / managing director, gemini Tours & Travels
Trevor c. atherton, managing director, atherton advisory australia
udan fernando (dr.), executive director, centre for poverty analysis
udana Wickramasinghe, director – icT, sLTda
Vasantha Leelananda, executive Vice president, John keells holdings
Vidya abhayagunawardena, Wildlife conservationist
Vimukthi Weeratunga, manager – field operations / biologist, cinnamon hotels
Wouter schalken, senior private sector development specialist – Tourism, Wbg
Wyomi abhayaratne, managing director, Zenith expeditions
117
graphic design: neesha fernando
photo credit: istock
maps were produced by the cartography unit of the World bank group.
The boundaries, colours, denominations and any other information shown
on this map do not imply, on the part of the Wbg, any judgment on the legal
status of any territory, or any endorsement or acceptance of such boundaries.
support from:
118

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Sri Lanka Tourism

Ministry of Tourism Development

inTroducTion: expanding The VaLue proposiTion sTraTegic direcTion & sdgs 4

chapTer 1: improVing goVernance & reguLaTion 21

chapTer 2: undersTanding VisiTors 31

chapTer 3: markeTing and communicaTing effecTiVeLy 45

chapTer 4: deVeLoping susTainabLe desTinaTions 57

chapTer 5: LifTing indusTry sTandards 77

chapTer 6: engaging The Workforce and communiTies 93

main annexes 109

ROOTED IN THE PEOPLE,

The exploration stage is the beginning of

Decline increasing number of visits that attracts local

The development stage is a period characterised

ait Point Pedro

Hikkaduwa Bundala NP INDIAN

note: np national park, fr forest reserve, s sanctuary

ait Point Pedro MAIN TOURING CIRCUIT

ait Point Pedro ACCOMMODATION

Average (2009–14) Average (2015–26)

source: sLTda, sri Lanka Tourism development authority

STRATEGIC SYSTEMIC TRANSFORMATION CORE

 Celebrate Sri Lanka

To be recognised as the world’s inest island

[MADE in Sri Lanka]

To be a high-value destination offering extraordinary experiences

HIGH LEVEL OBJECTIVES FOR 2020

 TOURISM TO BE SRI LANKA’S #3 NET FOREIGN EXCHANGE EARNER,

 TOURISM AND ITS SUPPORTING INDUSTRIES TO EMPLOY 600,000 SRI LANKANS,

 TO INCREASE DAILY SPENDING PER VISITOR TO US$210.

UN SUSTAINABILITY DEVELOPMENT GOALS & TARGETS

 SDG12: Sustainable consumption and production patterns

1. CAPTURING THE BENEFITS OF TOURISM FOR SRI LANKA

2. DEMOCRATISATION OF ECONOMIC PARTICIPATION

3. CONSERVATION AND WORLD-CLASS MANAGEMENT OF ASSETS

4. LOCAL COMMUNITY INVOLVEMENT

5. MEMORABLE EXPERIENCES ROOTED IN HERITAGE

6. RESPONSIBLE DESTINATION MARKETING

7. SAFETY AND SECURITY FOR ALL

KEY TRANSFORMATIONAL THEMES

1. IMPROVING GOVERNANCE AND REGULATION

3. MARKETING AND COMMUNICATING EFFECTIVELY

4. DEVELOPING SUSTAINABLE DESTINATIONS

5. LIFTING INDUSTRY STANDARDS

6. ENGAGING THE WORKFORCE AND COMMUNITIES

High-level objectives aligned with national strategies were deined.

Higher-skill & More opportunities for

A clear strategic direction underpinned these: TOURISM VISION 2025

Philosophy, vision, mission, objectives,

analysis leading to 4-year

Market Institutional Resource Coordination

Improve Improve Improve

Develop & plan destinations;

Understanding improve data collection & analysis • regular reporting

3. World Travel & Tourism council.

12. baseline statistics and forecasts from sLTda.

FIGURE 3: Current public sector institutional framework for tourism

Sri Lanka Institute

Extensive regulatory and structural reforms are needed to:

Celebrate Sri Lanka

TOURISM TO BE SRI LANKA’S #3 NET FOREIGN EXCHANGE EARNER,

TOURISM AND ITS SUPPORTING INDUSTRIES TO EMPLOY 600,000 SRI LANKANS,

TO INCREASE DAILY SPENDING PER VISITOR TO US$210.

SDG12: Sustainable consumption and production patterns

The hotels association of sri Lanka (ThasL)