The Alumni Association meant for Tourism Economics and Hospitality Administration and students of tourism research programs and PATA Student Section at the Department of Economics, Teachers of Arts, University of Colombo, in collaboration with the Journalists Diploma or degree Holders Association of University associated with Colombo conducted a full-day class for media personnel on accountable reporting. The program was held on Weekend, March 19, at the University associated with Colombo.
Many mass media personnel representing both print plus electronic media participated in order to collect information about the forthcoming United Nations Entire world Tourism Day celebrations and its opportune theme of “ Sustainable Travel and leisure for Development. ” The course featured many eminent personnel accountable for the implementation and monitoring associated with sustainable tourism policies and methods.
During the welcome deal with, the Project Coordinator of Travel and leisure Study Programs, Department of Economics, UOC said that media is no longer restricted to one way communication; rather they have evolved into a multi-faceted force that has been an integral part of our life, influencing almost anything we do.
Handling the objectives of the workshop, the particular Coordinator of Tourism Study Applications Dr . D. A. C. Suranga Silva said: “ Media paly a very influential role in our life, our own society, our country, in our country, and in the world. This influential part is becoming increasingly greater than ever before. ”
Speaking on the partnership between tourism and the media, he or she said it must be inclusive. “ Press communications technologies are imperative with regard to frontline investments for sustainable travel and leisure development.
“ Durability is about Ecology, Economy and Collateral. If this balance is to be maintained, generally there also needs to be awareness. Tourism is extremely dependent on media because most vacation decisions are made by people who have certainly not seen the destination first hand to get themselves. Herein lies the responsibility from the media; they as influencers should carry out their task of accountable and unbiased reporting to the enhancement and sustainability of the tourism business in Sri Lanka. “
Dr . Silva, speaking rhetorically wondered: “ If tourism is growing within Sri Lanka, why are our people concerned about tourism receipts? How does community respond to tourism? Are they euphoric or fierce? If sustainable tourism is about Ecology, Economy and Equity why are all of us so worried about our national recreational areas and their over exploitation? Really does Sri Lanka need a brand as seaside tourism resort or any other? What is going on to value added/remaining income? Essential are the political decisions for lasting tourism development? ”
Next, addressing the participants, Prof. Rev. W. Wimalaratana, the Head from the Department of Economics, UOC, stated: “ Though such elaborate conditions as ‘ sustainability’ was not being used in the past, the concept is not entirely a new comer to us. Our ancestors built constructions, irrigational tanks, and created areas for the use of future generations. It is their own noble work that we yet screen as heritage and culture within tourism. However , the question remains that when we are now leading sustainable life-style in our consumption and production. ”
The reverend stated, “ We can take a fitting session from Buddhism for this; the middle route, a better equilibrium; not to consume greater than you want. ” He said: “ We need media support to promote durability and awareness. We need to create recognition among the ordinary people. We cannot have got isolated tourism in the world. People’ h participation is essential. ”
Presenting on “ Present Advertising Strategies for Promoting Sri Lanka Tourism: Training from Competitors, ” Dr . Rohantha Athukorala, Chairman of Sathosa (Former Chairman of SLTPB), emphasized in the need to “ go back to the sketching board” to focus on the basics of marketing and advertising: Segmentation, Targeting and Positioning to become at the “ Top of the Mind. ”
Dr . Athukorala began by mentioning that Dr . Ricardo Hausmann of Harvard submitted the presentation a month ago where he demonstrated that Sri Lanka is losing out there in the innovation sector. “ At these times, a country’ s economy is usually challenged. And that is why we need macroeconomic thinking. ”
Based on him, the drive to increase understanding propensity of developing tourism depends upon two aspects: Macro problems plus problems in the industry.
He or she said: “ By linking advancement into this industry Sri Lanka has got the potential to do this. We did it within the tea industry and apparel business. In 1970s tea industry has been state run. In 1978, this moved to auction. 1992 tea market was privatized. Today we are the very first ethical tea producer in the world. Exact same is with the apparel industry. We have been now the first ethical apparel finding destination in the world.
“ We need this thinking in travel and leisure. Sri Lanka as a nation needs to be aggressive. ”
Speaking following, Ms. Bhagya Mahavithanage, Deputy Movie director SLTDA, reported on the statistics upon Sri Lanka tourism and said that travel and leisure is the third largest foreign exchange earner to the country, 2, 050, 832 arrivals had been recorded for 2016 with a revenue of US$2. nine billion. The target set for 2020 is 3. 5 million and 2040, 4. 5 million landings to reach the pinnacle of foreign currency earnings.
Ms. Mahavithanage furthermore mentioned that proper mechanism associated with granting construction approvals for travel and leisure projects are administered through “ One Stop Operation” of SLTDA. Matters pertaining to the following are facilitated simply by this service:
• Environment Clearance with IEE or even EIA through relevant line organizations
• Setting up Suggestions for 22 Tourism categories
• Informal sector incorporation programs
• SCP National Policy and National Plan of action
• National Plan on Cleaner Production
In addition , tourism zoning plans in-line towards the master plans are also underway. She said that a plan was being ready together with IUCN to identify and demarcate the environmentally-sensitive and developable places in islands with touristic worth around Jaffna.
The following segment was a panel discussion upon “ Community-Based Sustainable Tourism Growth in Sri Lanka. ” The dialogue drew the attention of the media towards the role of community-based organizations within informal tourism operations.
The final item on the agenda was obviously a panel discussion on: “ A means forward for Responsible Media Share for Sustainable Tourism Development within Sri Lanka. ”
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