Sri Lanka Tourism and CNN storm cyber space  ( 4 Votes ) The launch of the website www.visitsrilanka-2011.com for the CNN global campaign was held recently. This website is part of the global communication campaign launched in November 2009. The website is interactive and is designed in such a manner that the users are invited to be a part of this campaign. 'This website is launched with the Visit Sri Lanka Year 2011 and will serve as an impetus to kickstart the campaign. It is a tremendous potential for Sri Lanka Tourism to be partnering with such an international media powerhouse such as CNN. We will ensure that we gain the maximum exposure and potential from the synergies that will be created from this association' said Tourism Minister, Achala Jagoda. This is the first time a 360 degree social networking campaign will be launched on CNN through Twitter, Facebook, Youtube and Flicker and a contest whereby the winners get their dream itinerary which includes 9 friends. This contest, carried out in collaboration with Sri Lankan airlines and the industry partners, will be launched on a CNN microsite.  Speaking on this special collaboration, Junji Sumitani, Sales Director, S.E. Asia, CNN International said, "CNN is proud to collaborate with Sri Lanka tourism on their unique travel campaign to showcase the best the country has to offer. CNN's multi-platform campaign brings together on-air and interactive online elements through a dedicated site and social networks to engage users to experience Sri Lanka like never before. This campaign leverages CNN's extensive reach amongst travellers around the world." Sri Lanka Tourism recognizes the role of social marketing in today's business climate, which will be an important tool in this marketing campaign. High profile Sri Lankans, including entrepreneurs, fashion icons and leading business people are coming onboard to blog for Sri Lanka on Twitter. Sri Lanka Tourism also encourages the general public to blog on Sri Lanka. Interested bloggers are invited to write in to Sri Lanka Tourism if they are keen to be a part of this venture where by they are able to interact via facebook and send e-cards. Post conflict all eyes are on Sri Lanka, and it's never been a better time to showcase the island's scenic imagery via e-cards available on http://local.visitsrilanka-2011.com. 'We would like to keep up with the times and move away from conventional methods of promoting Sri Lanka as a destination. It is an experiment for us in two-fold, we are using marketing tools that are new to us and marketing Sri Lanka for the first time in 30 years as a peaceful destination. It marks an exciting period in Sri Lanka's history and we are delighted to be a part of it,' added Minister of Tourism Promotion, Faiszer Musthapha. Sri Lanka Tourism Promotion Bureau has carefully chosen a panel of Sri Lankan personalities, who will serve as experts on the micro-site. These 'Sri Lankan Champions' are the essence of Sri Lanka, thus are responsible for addressing any questions and concerns raised by users on the interactive micro-site.  The website users will find company with Sri Lankan personalities handpicked by Sri Lanka Tourism Promotion Bureau including internationally recognized film maker - Vimukthi Jayasundara, Director Design at Buddhi Batiks - Darshi Keerthisena, CEO of Jetwing Eco Holidays - Gehan De S Wijeratne, Miss Sri Lanka 2009 - Gamya Wijayadasa, three times represented Sri Lanka in Olympic games - Julian Bolling, Otara Gunawardene - CEO of ODEL, Kumar Sangakkara - Sri Lanka Cricket Captain, to name a few.Commenting on this historic association Kumar Sangakkara, Sri Lanka Cricket Captain said, "This is a very exciting new era for Sri Lanka as a tourist destination and it is therefore fitting that Sri Lanka Tourism has embarked upon such an innovative and interactive social networking campaign to help spread the word around the globe about our beautiful tropical island home - a land of warm sunshine, wide smiles, rich heritage and astonishing diversity". Sri Lanka Tourism is hoping to build on the rapid growth in inbound American tourist market. This has been further enhanced by New York Times and Daily Candy Washington declaring Sri Lanka as the No: 1 idyllic getaway spot for tourists, Recent arrival figures from the US has shown an significant increase of 1.3% in arrivals from January to December 2009 when compared to the same period in 2008. This is especially encouraging because the United States of America is not a traditionally key market of Sri Lanka due to connectivity issues. |
Friday, 19 February 2010
Chaaya Reef Ellaidhoo wins ‘Traveller Choice Award’
( 2 Votes ) Chaaya Reef Ellaidhoo, a John Keells Hotels in the Maldives wins the coveted TripAdvisor® 2010 Travellers Choice award and is in the fifth position of the top ten resorts in Asia in the Romance Category. TripAdvisor®, the world's most trusted source of travel advice, announced the winners of its 2010 Travellers' Choice® awards. With 719 properties around the world winning awards this year, the eighth annual competition is the largest ever, including new categories such as trendiest hotels, best relaxation/spas and world's top hotels by region. Unlike any other hotel honors in the world, TripAdvisor® Travellers' Choice® winners are based on the millions of real and unbiased reviews and opinions from travellers on TripAdvisor.com™. "Inspired by millions of trusted traveller reviews and opinions on TripAdvisor.com, the Travellers' Choice awards once again highlight the finest hotels in the world," said Christine Petersen, Chief Marketing Officer for TripAdvisor®. 'Travellers worldwide are recognizing more than 700 hotels for their outstanding service, value and quality.'  Travellers reviewed Chaaya Reef Ellaidhoo as 'Paradise Found', 'Could this be heaven', 'Fantastic, would go back in a flash' and 'Paradise in a small package' Chaaya Reef Ellaidhoo situated in the North Ari Atoll of the Maldives is considered to be one of the best locations for Scuba divers and snorkelers in the world with its easily accessible house reef teeming with a myriad of marine life in every hue of the rainbow. The resort with its 112 bungalows which includes 24 over water bungalows is a perfect romantic getaway and a paradise for divers. The four John Keells Hotels in the Maldives are Chaaya Reef Ellaidhoo, Chaaya Island Dhonveli, Chaaya Lagoon Hakura Huraa and Cinnamon Island Alidhoo. |
Tourism strategy for poverty reduction
Vipula Wanigasekera
Caroline Ashley, Harold Goodwin and Dilys Roe through their work on Pro-Poor Tourism Strategies (PPT) shed some light on the need to ensure passing of tourism benefits to peripherals and to the masses which obviously is the political interest of any Government of the day.Although vertical integration that takes place in a natural business environment enables growth and sustainability of tourism in general, it could be perceived as cartels that control the market and prices in general. Unfortunately the statistics do not show the real indirect benefits to the nation that need to be projected to assist policy making.
The research carried out in South Africa, Namibia, Uganda, Nepal, St. Lucia and Ecuador deals with the subject of pro-poor tourism (PPT) that generates net benefits for the poor. PPT is an overall approach, rather than aiming to expand the size of the sector. This approach is to unlock opportunities hitherto not seen and exploited.
 Pro poor tourism goes beyond community tourism |
As Sri Lanka has entered a new era and tourism has already started taking off, the subject is relevant at a time the authorities contemplate on product development particularly areas that have opened up for tourism. A vital part of product development is for economic gains to enhance the livelihood of the poor in the areas earmarked for development.
Tourism that is on a development path is expected to increase employment and reduce poverty. To achieve this in a true sense, the guidelines would identify the characteristics, one of which is labour intensive scale inclusive of women and the involvement of informal sector tourism thus harnessing tourism for pro-poor growth.
The previous case studies show in some countries that pro poor tourism strategies have not helped generating new opportunities and benefits for the poor. When this happens tourism will not seem so valuable to the people and so to the politicians. The public support for the industry will gradually diminish.
Easier said than done, so one may ask how such strategies are implemented to please all stakeholders including the informal sectors. The first step is said to be that those involved in planning tourism - policy makers, planners, businesses, consultants incorporate pro-poor concerns at all levels.
Theoretically it is explained as ‘bottom-up social mobilization to top-down investment packaging.’ Pro poor tourism thus goes beyond community tourism. It calls for diversity of actions, from planning, policy making, product and development, marketing.
The driving force of this understanding of the need to serve the poor, begins from the planning stage with the involvement of stakeholders, particularly when developing new locations and products and integrating them into the mainstream of tourism activities.
The private sector naturally demands business viability of any tourism venture in terms of the demand, product quality, service standards and skills. The customer orientation is a pre-requisite for business sustainability that forces them to meet certain business standards.
Private sector will therefore expect State support to harness social needs through various encouragements and incentives. For instance external funding may be required to cover the costs of partnerships and developing skills in rural areas.
Unless the youth in the areas of development are skilled , it will not be possible for them to be engaged when the products are ready for operations. This is similar to Safaris that are organized with equity share with neighbouring experts thus bringing in high percentage of local staff and supports culturally-based local attractions.
ILO Director-General Juan Somavia - through his work Reducing poverty through tourism also raises some valuable points. It touches on ‘ Barriers to tourism benefiting poor people’ with examples. Apart from low literacy and poor job skills, the gender norms affect the women from working in the tourism sector. This must be overcome through education.
The lack of finance, micro credit, or loan facilities to set up enterprises as well as seasonal variations may affect smaller business. In addition many poor communities may live remote from places where tourism flourishes and they lose the access to the products to do any business.
Indirect employment can be made possible if the area is simultaneously developed as a tourism village not only with supply units, shops but also entertainment. They require technical advice, support and particularly understanding of the tourism industry and a marketing drive.
The quality of food produced in nearby areas may not be suitable for tourists. This is a concern of hoteliers. Another point is that communities may be unaware of tourist expectations which is partly caused by lack of language skills.
Somavia’s recommendations include a) Encouraging dispersion of tourism to poor areas, through infrastructural investment and marketing, b) Revising regulations that impede the poor in employment or small business, and support small business more generally and c) Consulting with residents when making decisions about tourism in their areas.
Some developing countries have the problem of admitting that the country is in the developing stage. In tourism activities for instance, the visitors would be more than happy to engage themselves in an activity that would help the poor as part of their holiday. They return with the pleasant feeling that they have done something worthwhile in the country while having a holiday.
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