Barking up the wrong tree when a solution is at hand

Tourism is clearly a panacea to fix this problem in a very short timeframe – Pic by Shehan Gunasekara 

Sri Lanka Tourism Chairperson Kimarli Fernando 

Friday, 25 March 2022

To mention Sri Lanka is embroiled in a very serious economic crisis which affects every citizen is an understatement. The main issue is an acute shortage of foreign exchange. Tourism is clearly a panacea to fix this problem in a very short timeframe. The private sector in the industry has the capacity and is capable of doing just that despite very trying circumstances. The approach of the Chairperson of the Sri Lanka Tourism Development Authority is holding back this imperative process and baffles everyone. At a time, the industry needs unity and inclusive leadership to respond to this unprecedented crisis, she is obsessed with a new tourism Act which nobody worth their salt wants.

It is clear the entire industry is up in arms with the intransigent regulator who has no clue whatsoever how to rally everyone together and move forward. When the industry in unison has indicated its agreement to make amendments to the current Act, there is clearly no justification to bring in a new one. It was a painful and lengthy process to legislate the last Act which entailed looking at best practices globally and uniting the entire industry. It is a very progressive piece of legislature very much relevant today to move the industry forward if properly implemented. Corruption, not appointing proven professionals to important bodies and self-interest have been the bane of Sri Lanka’s decline in many fields. With funds accumulating in the SLTDA coffers (which the private sector voluntarily agreed to contribute) one can guess the driving force to bring a new Act is to get their hands on the kitty and pilfer funds. What is equally disturbing is the disunity deliberately being created to achieve this ulterior motive. This divide and rule approach can have lasting negative repercussions for the industry.

We can also see a narrative to project Sri Lanka as an up-market destination to cater only to the luxury/wellness segments. While developing these segments is laudable and complimentary, to concentrate on luxury alone is very risky and absolute lunacy. In most successful tourism markets even in the developed world, they cater to all segments from backpackers to budget to luxury. Today’s backpacker can be a luxury client one day. Tourism being a volatile industry you need a varied offer to activate different levers together or individually in different circumstances. Sri Lanka has a considerable inventory of tourism suppliers outside the luxury segment who also need to benefit and has much to offer.

Tourism is entirely a private sector activity in Sri Lanka as in most countries. The need of the hour is to appoint a competent professional in haste who will unite the industry and initiate the action plan devised by industry professionals to generate much needed foreign exchange. It is also the solution to create a large number of jobs and take development into rural areas in a very short period.

We have seen from the fertiliser debacle how wrong decisions and delayed action brought about the destruction of the agricultural sector in a short time span. The Central Bank is another example of how a foreign exchange crisis was exasperated. Let’s fervently hope this will not be the case with tourism. Those in the industry have been through many calamities for no fault of theirs yet have soldiered on investing and having faith in the country – they deserve much better. More importantly the people of Sri Lanka deserve better to benefit from the fruits of tourism at this critical juncture.

Hope sanity prevails and the powers that be appoint someone with the right credentials who has the confidence of the industry to quickly address the task at hand as opposed to furthering personal agendas and stop barking up the wrong tree. We need quick action – to delay even by a day is to prolong the agony of the people of Sri Lanka for years to come.