Could you briefly give our readers some background information on your Ministry, in terms of its main activities and responsibilities?
Tourism and Sports are combined in one ministry which come under the Ministry of Tourism. Sri Lanka has projects scattered all over the island, and these projects are funded by the United Nations Development Programme and the World Tourism Organization which are mainly aimed for the development of infrastructure and other facilities.
Can elaborate more on the development of tourism in the last couple of years in Sri Lanka?
We are presently concentrating on niche markets such as adventure travel, eco tourism, and promoting Sri Lanka as a destination sight for conventions, seminars, business meetings, and sporting events. During the last English cricket tour which was held in the past, 10,000 Englishman came to Sri Lanka along with the cricket team to watch cricket for a duration of 1 ˝ months. Next August, we hope to stage the Asian and Athletic Championships and expect 43 countries to participate. Throughout this year, the South Asian Chess Championship and the Asia Net Ball Championships will also be held. Thus, we intend making use of sports to improve our tourism.
In terms of tourist attractions, can you enumerate them, and also are there any new attractions that you are planning to introduce in the near future?
We have different segments for tourism. The cultural segment, expanding over 2000 years that include cultural monuments, and we have another segment for natural beauty that offers beaches and mountains. Another segment is the one that comes under wild life, since we have five natural reserves all over the island. The most important aspect of Sri Lanka is that it is small and within a short span of time you are able to travel to various destinations. Unlike in larger countries where you are compelled to travel for several hours to reach your destination. In Sri Lanka you can lay down by the beach in the morning and in the afternoon you can visit the mountains and moreover, by the following day you could visit wild life sanctuaries.
Generally, the development of tourism goes hand-in-hand with the development of infrastructure in any country. To what extent are you actively trying to attract foreign investments in Sri Lanka in order to develop the infrastructure?
We have highways marked out. The Colombo- Katunayake express highway has just begun along with another express highway leading to Kandy. A Swiss company has carried out the feasibility of the project and also the Asian Development Bank sponsors an express highway leading to the south of the country. These are the 3 massive projects, which are in the pipeline, and we hope to complete them during the next 5 to 6 years.
Any other specific upcoming projects for the near future in the tourism sector?
Tourism is a private sector industry and the government carries out the monitoring, taxation and various others aspects. The government does not build hotels. They are owned and built by the private sector. There are a few old hotels and guesthouses, which have remained from the past ,but these and are owned by the government whereas approximately 98% is owned by the private sector.
Regarding the image of tourism abroad, are there any specific objectives you are working on at the moment, and moreover has the Tourist Board been playing a large part in promoting tourism overseas?
We had some adverse publicity because of the North- East conflict. Nevertheless, although we have been receiving negative publicity in the Western media, it is remarkable to note that approximately 400,000 tourists have continued to visit us even during the previous years.
Are you actively taking measures to counter such negative publicity?
Yes. Very recently I had a promotion in India, Mumbai and Delhi. The Sri Lankan Embassies are very active in countering propaganda and to clearly show that the conflict is restricted to the north and east of Sri Lanka. Of course there might be occasional incursions into the south but by enlarge it is confined to the North and East.
| Due to the Free Trade Agreement that has been signed with India, would you say that India is now a new focus for your promotional activities?
India has a large middle class, nearing 250 million people who are educated, high spenders and we feel that they are a good target.
The other aspect, which is important and enables tourist to visit Sri Lanka, is the aspect of "safety" where roads are concerned. What measures are you taken to improve the safety in the country, and how do you intend to promote this aspect abroad?
For Hikkaduwa, we plan to have in the very near future a bypass road in order to avoid the town. Therefore the main highway going to Galle will not go through the tourist resorts and a diversion will be created. We have also marked out tourist zones and have a system of planned infrastructure development for identified zones.
Are there any new upcoming promotional activities to other countries?
We are having a seminar shortly with the travel trade and hotel owners and the government will jointly take decisions on how best to promote Sri Lanka overseas. A comprehensive report will be handed over to the Government to obtain the necessary funds for a comprehensive marketing programme.
Tourism in Sri Lanka had definitely a huge potential, and I can assure that I have traveled all around the world, but Sri Lanka is one of the most beautiful countries I have ever seen. What are your expectations for the future and how would you like to increase tourist arrivals into the country?
In the coming year if we are able to increase tourist arrivals by 10 to 15% we will be satisfied.
How do you see the role of tourism affecting the Sri Lankan economy?
At the moment, tourism is the fourth largest income earner. If we have a solution to the conflict in the north and east I am optimistic that within a decade Sri Lanka tourism will become the highest foreign exchange earner, as we have the potential to make it happen.
How confident are you that the war is going to end soon?
Negotiations have been going on with the help of the Norwegian government and I am confident that in the end a peaceful solution will come about.
On a more personal level, top leaders in other countries are always interested in learning about profiles about other top leaders, could you give us some information about your self, your personal background and what would you say has been your personal biggest achievement since you were appointed as Minister of Tourism?
A-15: My biggest achievement was to get 10,000 Englishmen to watch cricket! When I assumed office, within the first week, I summoned all the travel agents and asked them to promote the English tour. I felt that we could market the English tour in England, as it was winter. I also told the travel agents to offer very reasonable travel packages. Despite the adverse publicity in the western media, 10,000 Englishman came to Sri Lanka and the entire tour went off without a single incident. This is the largest number of recorded fans ever to accompany an English tour. Therefore this is my biggest achievement that has boosted our confidence and has had a very good impact.
NOTE: World Investment News Ltd cannot be made responsible for the content of unedited transcriptions.
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