Overview
Sri Lanka has a growing tourism industry. Since gaining
independence from the British in 1947, Sri Lanka has continued to attract
foreign investors and tourists to the island. The country's important
placement also enables it to attract transit visitors into the island.
Over the years, many beautiful resorts, hotels and spas have
opened. Incorporating the diverse culture of the country, the various Tourist
Establishments here offer visitors a unique, yet memorable experience to
remember with.
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The Ceylon Tourism Board was formed in 1966
and in 2005, under a new Act of Parliament, the Sri Lanka Tourism Development
Authority (SLTDA) was formed in that year.
The Challenges Faced Today!
Tourism is a fast growing industry, but with
the credit crunch in 2008, tourist figures have dropped as people have less
money to spend and companies are unable to expand as rapidly. There are a
number of issues that tourism businesses, need to overcome.
Fluctuating oil prices have resulted in the
airline industry imposing further fuel charges to cover high costs, which are
unfortunately passed on to the consumer, through increased air ticket prices.
Hence, consumers are forced into reconsider travelling during the peak seasons
and for leisure purposes, due to the high costs. The decrease in the strength
of the Sterling Pound against the Euro means for United Kingdom tourists the
notion of going for a cheap holiday in Europe is disappearing. People are also becoming
more aware of their carbon footprint and may want to decrease this by taking
fewer flights.
A Brief History
The Sri Lanka Government established the
Ceylon Tourist Board in 1966. The Board’s primary responsibility was to revitalize the tourism industry. Operating as an autonomous corporation, the
Board had promotional and organisational responsibilities. Provisions for the
tourists were largely based in the private sector, although the Board had
facilities in areas where the private sector one establishments were considered
inadequate.
Tourism expanded rapidly after 1966. The beach
resorts were the main attractions while the ancient cities such as Anuradhapura,
the historic city of Kandy,
and the mountainous region dominated by the tea plantations were the other
attractions to visit. Between 1976 and 1982, tourist arrivals increased 24% per
annum, rising to 407,230 before dropping to 337,342 in 1983. A large bulk of
the tourists was coming from Western Europe.
The civil conflict that started in July 1983
and had adversely affected tourism, with arrival figures reducing 43%, year on
year (1982-3). Total arrivals were 230,106 in 1986, down 43% from 1982. The
Ceylon Tourist Board provided a range of concessions to the industry in order
to help them survive the crisis. In 1987, tourist arrivals declined 23% year on
year (1986-7). In the mid-1980’s, the declining security situation began to
have an increasingly negative impact on the Sri Lankan economy, and in early
1988 economic prospects for the 1990’s appeared to be linked in part
to a resolution of the ethnic conflict.
Tourism – Early Years
From
early historical times, Sri Lanka has attracted foreign visitors. Many books,
particularly by British administrators, have been written based on the
different attractions of the Island. The first attempt to develop tourism in
Sri Lanka was made by the colonial government prior to the Second World War.
The Government Tourist Bureau was set up in 1937. Although international
tourism in the modern sense was unknown at the time, the objective in setting
up the Bureau was to provide facilities and services to the large volume of
passengers who sailed between the West and the East through the port of Colombo
on passenger ships.
Sri
Lanka’s primary location on the world sea lanes attracted many cruise ships,
freighters and other vessels. Passengers that entered the port of Colombo
disembarked and enjoyed sightseeing in Colombo, Kandy and their surroundings.
The Tourist Bureau’s primary responsibility was to service these passengers
when they came ashore by greeting them and providing sight seeing tours. Although
accurate records are unavailable, it is estimate that approximately one hundred
thousand to two hundred thousand passengers visited the country per annum. The
Tourist Bureau ceased its operations in 1940 due to the commencement of World
War II. Due to the War there was little tourist activity.
Sri
Lanka gained independence in 1948 and the new government decided to revive
tourist activities by setting up the second Tourist Bureau which came to be
known as the Government Tourist Bureau. The Government Tourist Bureau which was
set up in 1948 functioned under the Ministry of Commerce for some time and was
brought under the Ministry of Defence. The functions that were assigned to the
revived Tourist Bureau were much wider than its earlier responsibilities. In addition
to providing meeting and greeting facilities it was entrusted with the
functions of undertaking tourist promotional work overseas and to develop
tourist accommodation facilities. An officer designated as Director was placed
in-charge of the Bureau and separate divisions were entrusted with the tasks of
handling the new functions assigned to it.
During
the 1950s there was a rapid growth of international tourism and it extended to
all parts of the world. International tourist arrivals increased at an annual
average rate of 7.1% from 23.5 million in 1950 to 561.0 million in 1995 more
than a 22 fold increase over a period of four and a half decades. During this
period, the average yearly growth rate has been as high as 10.6% which however
has gradually slowed down to 4.1% in the 90s.
This
was largely due to the introduction of jet aircraft for civilian transport
after World War II. Consequently it became necessary for the countries to build
new airports with wider and longer runways and parking bays, larger spaces,
terminal buildings with modern facilities. However, when most countries in the
world were preparing themselves to accommodate the new jet aircraft by
investing on the expansion of their airports, Sri Lanka unfortunately did not
prepare itself and lost out on the opportunity to get itself established as the
main gateway between the West and the East. Singapore instead gained that
advantage. Improvements to country’s airport, Katunayake, were carried out only
in 1965 and the new terminal building was opened in March 1968.
As
the development of accommodation facilities is a primary requirement of the
promotion of tourism this task was also entrusted to the Government Tourist
Bureau. The Bureau took advantage of a network of accommodation establishments
constructed during the British rule not particularly for promotion of tourism
but for the use of planters, the business community and government officials
whilst on duty. These accommodation establishments included the residences of
some of the colonial governors, which were later converted into hotels. These
included the Galle Face Hotel in Kandy, Grand Oriental Hotel, the Mount Lavinia
Hotel, Queens Hotel and Suisse Hotel in Kandy, Grand Hotel and St. Andrews
Hotel in Nuwara Eliya, Bandarawela Hotel and New Oriental Hotel in Galle. These
hotels were renovated and were used as prime accommodation facilities for
foreign visitors. In addition facilities developed during the British rule,
were turned into Tourist Rest-houses. These accommodation establishments were
developed in places of scenic beauty such as Ella, Belihul Oya, Horton Plains,
Pussellawa, Polonnaruwa, Sigiriya, Dambulla, Tissa Wewa, Nuwara Wewa,
Kitulgala, Bentota, and Tissamaharama.
Apart
from the accommodation establishments referred to above, no efforts were made
to construct accommodation facilities for foreign for tourists. It should be
noted that the private sector was neither interested nor encouraged to build
modern hotels to attract foreign tourists. It should also be mentioned that no
new hotels were built for nearly a century up to 1969. During that year the
Blue Lagoon Hotel at Talahena, Negombo came into operation. Despite the fact
that during the 1950's hotels with international brand names were constructed
the world over, particularly in East Asian countries, neither the government
nor the private sector made any attempt to attract and construct, hotels of
international fame in Sri Lanka.
One
of the significant developments in the early 1960's was the realization of the
need to develop skilled manpower in the hotel and the catering sector. In 1964,
the Prime Minister Mrs. Sirimavo Bandaranaike set up Sri Lanka’s first Hotel
School, which was created to develop skilled manpower for existing
accommodation establishments. Set up at the Colombo Club at Galle Face Colombo,
the Principal and the Lecturing Staff were expatriates and the three year
Degree programme covered all aspects of the Hotel and Catering Services. The
curriculum was subsequently changed to a modular scheme, with basic level
course leading to Intermediate and Higher Levels of Management.
The
Private Sector played an important role from the very early days, by providing
services to passengers who arrived in ships and came ashore for day trips and
also for foreign visitors who stayed in the country for a minimum of one night.
They were providing a range of Travel Agency facilities such as meeting on
arrival, transfers to hotels, reservation of accommodation, arranging tours,
guiding etc. The four main companies which were providing these services at the
time were, Ceylon Carriers, Ceylon Tours, Quickshaws, Bobby Arnolda Tours.
There was also a limited fleet of Cars (Jetty Hiring Cars) at the Colombo
Harbour to provide transport facilities to foreign visitors. However, for the
first time an organized taxi service was provided to both foreign visitors and
local residents by Quickshaws.
It
was the function of the Government Tourist Bureau to handle promotion of
tourism overseas. However, local travel agents and some of the hotels also
undertook their own promotional activities to attract the tourists.
Consequently, tourists arrived in the form of individuals and small tour groups
on passenger liners as well as by air. The tourists who arrived by air used
either scheduled air services or arrived by special charters. The Tourist
Bureau did not have any tourist promotional offices overseas. Hence, they had
to carry out their promotional activities through Sri Lanka's Missions
overseas. The Bureau produced a variety of promotional material such as tourist
literature to highlight the multitude of tourist attractions and facilities
available in Sri Lanka. Travel brochures, travel guides, folders, posters and
films were used as promotional material. Distribution was done by overseas travel
trade and local travel trade through Sri Lanka's Missions overseas and the
Bureau's information offices and outlets. In addition, there was also limited
participation in overseas Travel Fairs.
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