Victor Abeyesekera
The many facets of Sri Lanka tourism
Q: What inspired you to enter the tourism industry more than three decades ago?
A: It was a fun, young and vibrant industry to be part of. We were always ‘broke’ but happy! I was fortunate to join at a time when the country was opening its doors to tourism and it felt like an opportunity for me to contribute something meaningful at a national level.
Q: And how has the industry changed since you began your career?
A: Most if not all industries have become less service oriented and more ruthlessly profit driven. Profit isn’t a bad thing, of course; but not when it becomes the sole motive.
When people are treated as merely a number to meet a profit target, the resulting demotivation and instability erode both product value and profitability.
Q: In your view, what are Sri Lanka’s strengths as a travel destination compared to other countries in the region?
A: Sri Lanka’s greatest strength is its people. The real difference comes from the innovative and resilient individuals in an industry that has taken a battering over the decades. Few countries have gone through what Sri Lanka has.
And I have immense respect for those in the industry – especially my former colleagues – for their sheer courage, determined leadership and resilience in the face of ongoing setbacks.
In the context of diversity, very few countries can match Sri Lanka
Q: What should Sri Lanka be mindful of as it looks to strengthen its tourism industry?
A: The industry already knows what needs to be done; what it requires now is support, as many of the challenges lie beyond its direct control.
The country must focus on protecting and preserving what has been passed on, phasing out plastic and improving the tourist experience – including reviving the eco-friendly recycling practices we once had and encouraging organised volunteering, which countries such as Australia do exceptionally well.
Sri Lanka should also make it easier for visitors to lodge complaints online so that gaps in the service chain can be identified and promptly addressed.
And finally, we must remain mindful of the pockets of over-tourism developing in some areas and look beyond arrival numbers to the qualitative aspects of tourism, carefully assessing its broader socioeconomic impact.
Q: What unique cultural or natural experiences do you think Sri Lanka should highlight more strongly to international travellers?
A: Rather than focussing on a single attraction, Sri Lanka should showcase the many facets of the island, all of which are accessible within a short time.
With a minimal communication spend, a strong impact can be achieved as long as the message remains cohesive. In the context of diversity, very few countries can match Sri Lanka.
Q: How can the diaspora contribute to promoting tourism back home?
A: They can use their corporate and social networks, support the meetings, incentives, conferences and exhibitions (MICE) market through company events, and support promotional delegations through the embassy with an emphasis on quality driven messaging.
Q: Do you see opportunities for stronger tourism ties between Sri Lanka and Australia?
A: Most definitely. For this, the local embassy needs to play a pivotal role at the governmental level by addressing travel advisories, streamlining the visa application process, gaining media coverage and engaging the local community.
Q: If you could change one thing about how Sri Lanka promotes itself, what would it be?
A: I would avoid over-promising and under-delivering – nothing damages a destination faster in today’s digital age. The word ‘serendipity’ says it all.
The unwritten aspects of the travel experience are what matter most. The end-to end experience – from airport handling to attractions – must work seamlessly. This includes developing infrastructure with clean, well maintained facilities at major places of interest, offering accessible options for differently able visitors, and having strong service recovery measures in place.
It also means using and developing the skills in villages to create local jobs, producing more relevant and meaningful souvenirs, and showcasing artists and their stories.
Imported generic souvenirs add very little value, whereas meaningful souvenirs make great conversation pieces and the resulting word of mouth is priceless in today’s cluttered tourism space.