HAVING successfully ended its civil war, Sri Lanka is now set on a growth path that could rival many of its Asian neighbours.
Hope and confidence is perceptible everywhere. From the taxi driver to the top diplomat all speak about the country’s growth potential and the determination of the leadership to make it the ‘Wonder of Asia’.
Tourism, which suffered a great deal during the almost 25 years of strife, is seen as a cornerstone of the country’s economic development.
President Mahinda Rajapaksa has announced 2011 as ‘Visit Sri Lanka Year’ and has set a target of 2.5 million tourists by the year 2016, a massive jump from last year’s 500,000. If this happens, tourism could generate close to $2.4 billion revenue per annum.
Though the target may seem challenging, the island nation of around 65,000 sq km land area has an abundance of natural beauty and attractions and diverse cultural heritage to support such an ambitious goal.
Known all over the world as an exotic destination, the country’s pristine beaches, verdant hills, virgin rain forests, wildlife reserves, tea plantations and its exquisite cuisine offer the tourist an unending variety.
Deeply ingrained in traditions, Sri Lanka spreads out a cultural feast for the tourist with a wide range of activities and attractions to choose from. The country, with more than 2,500 years of history, also boasts eight Unesco World Heritage sites.
Sri Lanka is heading for a record year, as tourist arrivals increased by 44 per cent up to September, compared to the same period last year.
Middle East tourist arrivals to Sri Lanka rose by an unprecedented 102 per cent in the first six months of 2010 compared to the same period last year, according to statistics compiled by the Sri Lanka Tourism Development Authority.
The country has seen strong growth from key markets including the UAE (209 per cent), Saudi Arabia (96 per cent) and Kuwait (50 per cent).
“Our outlook remains positive for the rest of the year as we have successfully built a relationship of trust with both regional consumers and the travel trade and will continue to reap benefits with the gradually improving economic situation,” says Heba Al Mansoori, Middle East director of Sri Lanka Tourism Promotion Bureau (SLTPB).
There was also a sharp increase in tourist arrivals from Europe, showing a rise of 46 per cent.
The growth has sparked a massive hotel expansion drive by several hotel giants, including refurbishment of existing hotels. The total hotel expansion and development spending is estimated at $5 billion.
The country also plans to develop some 14 islands in Kalpitiya and plans are underway to hand over these islands to the private sector for development.
Sri Lanka will host the Asian Tourism Conference in March/April 2011 with the participation of more than 4,000 delegates. It is expected to provide a good opportunity for the country to launch a massive campaign to promote itself among countries in the region.
Although Sri Lanka’s tourism industry has only around 60,000 people directly employed, there is a large indirect workforce engaged in the informal sector. It is estimated that this informal sector could be as much as three times the formal sector.
Sri Lanka is a very price-attractive and competitive tourist destination, Indian Hotels Company official Ajoy K Misra was quoted as saying in the Daily News Business. “The country maintained a good product and service in the tourism industry even during hardships. Sri Lanka is a holistic country, which is a good bargain for any traveller,” he said.