Opinion
Quo Vadis Sri Lanka Tourism, Post Covid-19?
By Srilal Miththapala
There seems to be conflicting ideas as to how tourism should be promoted in the short term, in the post Covid -19 arena. A wide range of good initiatives have been proposed from various experts. We must not get carried away by emotion, and resort to ‘crystal ball gazing’, but make our plans, based on evidence and research.
What seems to be overlooked is the need to properly understand the post Covid-19 consumer behaviour, and only focus source markets. Finally, it is the consumer who will decide, whoever he may be.
The bottom line is that the ‘tourism world’ is not going to come back to normal for quite some time. Like everything else in our lives, consumers also will respond in a ‘new normal’ framework. Hence applying our traditional marketing strategies will not necessarily work in this uncertain environment. Many may accuse me of being a pessimist. But I would like to be understood as a pragmatist.
This essay will try to analyse the consumer mind set in the post CoVid-19 scenario, and then try to develop what marketing strategies would work to match these consumer needs.
1.0 Introduction
The coronavirus crisis is having massive impacts on the tourism industry—many of which will reshape the industry’s future landscape. What actions should the stakeholders of this industry be taking today from a marketing and communications perspective? The truth is no one knows for sure. We are all in the dark. However, a business-as-usual approach is almost certainly wrong because there is nothing “usual” about this new life we’re all living and what’s happening to the tourism industry right now.
Just when the crisis seemed to be abating, we are now hit by a new variant of the virus that could have more disastrous impact. However, initial reports indicate that although it could be more infections than the Delta strain, the severity of the illness is probably less severe. It is still uncertain how different countries will respond to this new challenge.
2.0 Tourism Recovery
A recent global survey of UNWTO tourism experts on the recovery of travel shows a slight increase in confidence with 60 percent of consumers saying they expect to see a rebound in international tourism by 2022, versus just 50 percent in an earlier January 2021 survey.
In spite of this slight boost in confidence, nearly half of the respondents said that they did not expect international tourism to return to 2019 levels until 2024 or later. Similarly, 37 percent fewer respondents now believe 2023 could be the full recovery year.
In another study by Deloitte’s for Australia Tourism, there were three different scenarios presented.
Mild (best case) – international arrivals return to 2019 level by 2022.
Harsh (probable) – International tourist arrivals return to 2019 level by 2023.
Severe (worst case) – International arrivals return to 2019 level by 2025.
Boston Consulting Group predicts that travel won’t rebound to 2019 levels until 2023 or 2024. “The tourism business is driven by the great intangible of consumer confidence. Regardless of therapeutics or vaccine availability, second or third waves, or the efficacy of safety protocols, the industry won’t fully recover until travellers and service providers do so psychologically.”
Hence most studies indicate that it will be 2023 by the time tourism recovers to pre Covid-19 levels.
(it must be noted that all such studies were done before the new Omicron outbreak and how that is going to impact consumer sentiment is still to be seen.)
To expect arrival numbers to reach the pre Covid-19 of about 100,000 – 150,000 per month in the next 12 months in Sri Lanka is a pipe dream. (We have just reached 100,000 arrivals for the year, only about 7% of pre Covid-19 days)
Hence, its high time that stakeholders accept that full recovery of tourism is going to be another 12-18 months away.
Tourism professionals should take cognisance of this, and plan for it. They should adjust their strategies, accordingly, to survive and make the best of the situation in the short term. This does not mean that there will be no tourism in 2021. Certainly, there will be, and what will follow in this essay, is to try and understand the consumer mind-set of these travellers, who would venture out in spite of certain uncertainties.
(TTRW: MADRID, 2 December 2021: One out of five destinations continue to have their borders completely closed as new surges of Covid-19 impact the restart of international tourism, while the WHO declaration identifying Omicron as a variant of concern will prompt additional restrictions.
The latest UNWTO research shows that still 98% of all destinations have some travel restrictions in place.)
3.0 Marketing in the short term after Covid-19
It is needless to say that under such circumstances where survival would be the focus, positioning and branding will have to take a back seat. But that does not mean to say that planning should stop. The time could be spent by all stakeholders to properly develop a positioning for the country and to ‘extract out’ what our real USP is. At a recent webinar I heard suggestions for a whole range of ‘unique propositions’ from cultural pageants, wildlife, nature, environment, food, wellness, ‘experience,’ etc. (there is a misnomer in considering ‘experience’ as a category. It is true that most tourists pay great emphasis on experience. But the ‘experience’ should cut across every category, be it wild life, wellness or food).
Obviously, Sri Lanka as a destination cannot be ‘everything for everyone’. Sometimes I think this blessing of a range of natural attractions, is Sri Lanka tourism’s problem. We have too much! Because we are blessed with a plethora of natural beauty and attractions, it’s easy to be carried away, and try to promote everything. It is my humble opinion that even launching the muchtalked- about Global Campaign is not advisable at this time. It is true that we have waited a long time for this. But is the market ready for it at this juncture?
The need of the hour is a short-term push marketing initiative, to ‘push’ the product and service attributes of Sri Lanka that will appeal to the prospective travellers in this uncertain market environment. The ‘pull’ marketing strategy, whereby we reach out to travellers with our brand attributes and unique propositions to create new customers, should follow thereafter, once some form of proper and consistent normalcy has arrived.
So the priority in the short term is the need for a strong communication programme to reach out to the smaller, specific segments of consumers who would consider traveling in next 12-18 months.
The ‘tourism cake’ has shrunk. And everyone (all tourism destinations) are trying to get a share.
So how does Sri Lanka reach out and get a bigger share of this cake?
4.0 The need for evidence-based decision-making.
SL tourism has never given too much prominence to research and evidence-based decision-making. I guess it is no surprise when the leadership of the whole country depends on soothsayers and astrologers and quack–brewed concoctions to rid the CoVid19 virus, while the sane voices of the professionals are given a deaf ear.
But then again tourism is such an interesting subject that everyone from streetside vendors to desk-based government bureaucrats and inexperienced and clueless ministers, are experts on the subject. Even tourism professionals tend to lean on their old experiences and emotions, rather than, on good research. The need for a private -public sector partnered tourism research unit has been talked about ad nauseam. (I myself have presented many proposals for such an initiative over the past years.)
The crying need of the hour (and of course in the long term as well) is to have good reliable feedback about the tourism market. Would it be difficult to interview the few tourists who are coming to Sri Lanka at the airport? Why did they decide to travel? Why did they choose Sri Lanka? Were they satisfied with their stay?, etc.
Such simple questions will give feedack which will be so useful to tweak our offering and to be more focused on our future promotional efforts. The importance should be on the return on every dollar spent on promotion in these difficult times, and not on the value of the promotion.
5.0 Short Term ‘Push’ Marketing –
Segmentation
In trying to develop such a communication plan, (I use the word plan and not strategy since it is short term oriented) the first focus should be on the tourism consumer. One way to segment the traveller would be based on mind-set.
5.1 The Potential
travellers.
The possible consumer segments in the immediate post-Covid-19 era and their general characteristics could be as follows-
‘Devil may care’ traveller
The impetuous, young, adventurous risk takers. Not concerned about pandemic. Possibly with limited financial resources. (The conventional backpackers would also fall into this category but their monetary standing, post- CoVid-19 may be wanting)
‘Tread carefully’‘ traveller
Earns to travel. Will check all pros and cons on social media and other media channels and make careful decisions about travelling. Possibly young/middle aged, well-educated with adequate disposable income.
‘Wait and See’ traveller
Ultra-safety conscious and anxious about travelling. Possibly middle aged or Senior citizens, families with young children. Adequate financial resources.
It is evident that the segment who would travel under current prevailing circumstances would be predominately the ‘Devil-may-care’ Traveller, and to a lesser degree the ‘Tread carefully’ traveller segment. It will be quite a while before the ‘Wait and see’ traveller ventures out, and therefore there is no point in spending resources in engaging that category.
Hence it is not rocket science to conclude that a short term push marketing initiative must be specifically targeted at these two segments.
5.2 The Generic Consumer segments (Generational profiling)
The usually accepted generic consumer demographic segments are-
Silent Generation -Born 1925-1945; Current Ave. age 80’s- Small size
= Hard working
=Conservative
= Healthy, and most educated
= Wealthiest generation
Baby Boomers – Born 1945-1960; Current Ave. age 70’s-Medium size
= Larger families
= Non traditional
= Physically fit
= Wealthy
= Leisure activities
Generation X –Born 1960-1980; Current Ave. age 50’s-Large size
= Enjoy creative input and resourceful
= Embrace technology and social media
= Strong emphasis on family time and work-life balance
= Hard working
= Financially well off
= Comfortable with technology
Generation Y (Millennials)-Born 1980-1990; Current Ave. age 30’s-Large size
= Diverse
= Impatient
= Creative
= Multi-taskers
= Internet and social media part of their lives
= Reasonably wealthy
Generation Z – Born 1990-present; Current Ave. age< 30’s- Medium size
= Self-reliant
= Risk takers
= Can be suspicious of larger corporations
= Not too brand loyal
= Short span of interest
=Fully ‘wired’ almost always
= Reliant on social media platforms
= Very concerned about environment, ethics and social wellbeing of people
Although this categorisation is predominantly relevant to developed countries, with globalisation and the spread of the internet, it is valid for most emerging countries as well.
The types of traveller identified earlier can now be matched with the generation profile characterises to help target the required segment, with an appropriate and relevant commination initiative.
This indicates that the market segments most likely to travel in the short term are
Gen Z (medium size)
Gen Y (large size)
Gen X –to a lesser extent (Large size)
6.0 Short Term ‘Push’ Marketing- The Communication
So how do you reach out to the Generation Z’s and Y’s ?
The answer is to study their inherent characteristics, and respond accordingly to what motivates them.
The platform must necessary be digital.
The medium must be internet based. Social media, blogs, etc. (Brochures, print media and trade fairs will not work. Even Facebook is outdated)
The message should be based around-
= Health and Safety. ( this will be of paramount importance to all segments)
= Short and sweet, to the point
= Authentic and reliable
= Personalised, small scale programs
= Meaningful stories
= More pictures & Videos
= Highlight social and community benefits
= Ethical travel themes
= Travel for a cause
= Environment, outdoor,
= Nature and wildlife
= Off the beaten track
= Wellness and meditation/yoga
Hence once an analytical approach is taken to identify key market segments based on demographics it will be easier to target the desired travellers with a cost effective communications programme.
6.0 Conclusion
In the foregoing I have attempted to show how an analytical approach based on good consumer data, could be, designed and implemented. This is by no means a perfect model, and is presented only as an example. Professional markers will be able to design more comprehensive initiatives. The important fact is that needs to be highlighted is that we must break out of our shackles of being the ‘know-it-all s’ and reach out to good research and information to base our plans on.
Otherwise, Sri Lanka Tourism will continue to blunder around with its’ sawn off double-barrelled shot gun, spraying bullets all over, hitting only a rare target or two’.
Opinion
Is AKD following LKY?
by Chula Goonasekera
Rev. Dato’ (Sir) Sumana Siri
We, the citizens of Sri Lanka, have already witnessed significant reforms in governance under AKD’s leadership. This personally led process must continue consistently, free of bias, and within the framework of the law to ensure sustainable governance by the State, not the individual. Such efforts will help minimise the waste of public funds and lay a strong foundation for the nation’s development in the long term. We often look to Lee Kuan Yew (LKY), Singapore’s founding father, as an example of transformative leadership. He united three diverse ethnic groups—Chinese, Malay, and Indian—under the principle of honesty. Today, Sri Lanka faces profound challenges from past political corruption, economic instability, and social divisions. LKY’s leadership serves as a reminder that integrity, accountability, and a commitment to the greater good can redefine a nation’s destiny, regardless of its size or resources, similar to Singapore.
When Singapore gained independence in 1965, it was a small, resource-scarce nation facing political unrest and ethnic divisions. Yet, within one generation, it became a global financial hub and a first-world country. LKY’s leadership was pivotal, centred on three core principles: meritocracy, integrity, and pragmatic governance. He prioritised national security, social cohesion, and economic growth. His efforts to foster ethnic harmony included implementing bilingual education policies and enforcing anti-discrimination laws. Similarly, AKD should consider enacting legislation to prevent racially motivated demands, i.e. anti-discrimination laws, to safeguard the government from evil, selfish minds trying to destabilise the government’s commitment to equality. Such legislation will stop this burden falling on the leadership case by case.
LKY’s policies, though sometimes harsh, were rooted in practicality and long-term thinking. The Internal Security Act ensured peace and stability during critical years. Likewise, his investments in education and infrastructure established a foundation for sustained growth. His focus on political stability, a robust legal system, and zero tolerance for corruption inspired investor confidence. Singapore’s Corrupt Practices Investigation Bureau (CPIB) was empowered to tackle corruption at all levels. Sri Lanka must adopt a similar mindset to revitalise the Bribery and Corruption Commission, moving away from populism and short-term fixes in favour of strategic, future-oriented policies.
AKD’s primary election theme was anti-corruption, reflecting a key aspect of LKY’s leadership. His unwavering stance against corruption defined LKY’s pragmatic governance. He held public officials to the highest accountability standards, ensuring that anyone guilty of corruption faced severe consequences, including dismissal, public exposure, and prosecution. By rooting out corruption, Singapore built domestic credibility and attracted global investment. We in Sri Lanka need such legislation at the earliest opportunity to deal with various kinds of corruption that are appearing again and involving many public officials.
In Sri Lanka, corruption has long undermined public trust in institutions and stifled economic growth. With overwhelming public support, AKD is well-positioned to deliver on his promise to combat corruption. However, this needs to be done early before the government gets entangled with controversy over its own ‘tiered’ standards. Through comprehensive legislative measures, Sri Lanka can rebuild its institutions, restore public confidence, and chart a course toward sustainable development.
LKY was considered “cruel” by some because he treated all races equally without favouring any. AKD shares a similar stance. One of the hallmarks of LKY’s leadership was his unwavering commitment to meritocracy. This created a culture of excellence where the best and brightest minds were responsible for leading the country. In Singapore, recruitment and promotions across all sectors were strictly based on merit—capabilities, skill sets, and abilities—not on connections, nepotism, racial considerations, or personal favouritism. Although challenging to implement, meritocracy can be implemented with the open advertisement of qualifications needed, a transparent appointment process, strict job plans with annual reviews linked to customer feedback, and personal development strategies that are considered a necessity to continue. This approach will foster a culture of excellence and innovation, like Singapore, ensuring that the most capable individuals propel the country forward.
Sri Lanka must break free from the grip of favouritism and focus on nurturing talent through equal opportunities for all citizens, regardless of ethnicity or social background. Early signs of this approach are visible under AKD’s leadership. LKY understood that for a nation to progress, its institutions must be led by those who are truly capable, irrespective of their background. By adopting meritocracy, Sri Lanka could break the cycle of favouritism, nepotism, and ethnic division that has often hindered its development. Establishing a system where opportunities are based on ability and performance could unlock the full potential of Sri Lanka’s people, fostering a culture of innovation, growth, and national unity.
After gaining independence in 1965, during Singapore’s formative years, LKY focused on eliminating corruption, gang activities, and communist threats to create a peaceful and secure nation. The Internal Security Act (ISA) granted his administration discretionary powers to arrest and detain individuals without trial, when necessary, to prevent actions deemed harmful to Singapore’s security, public order, or essential services.
The ISA allowed preventive detention, suppression of subversion, and countering of organised violence against persons and property. Sri Lanka urgently needs a similar act to ensure that politicians and public officials comply with legally binding measures. With its Parliament still in its formative stages, we hope Sri Lanka will soon establish a comparable Internal Security Act. By eliminating corruption at all levels, as LKY did, Sri Lanka can inspire public trust and attract international investors who view stability and a corruption-free environment as prerequisites for investment. This approach could transform Sri Lanka into a manufacturing, business, and financial hub for the Indian Ocean region.
Under LKY’s leadership—often described as strict—Singapore transformed from a third-world nation into a first-world country. Sri Lanka has the potential to achieve even more, given its abundant natural resources, strategic location, and educated population that can be developed into a skilled workforce. With its prime position in the Indian Ocean, Sri Lanka could become a regional economic powerhouse—provided it fosters a stable and investor-friendly environment. Like Singapore, Sri Lanka should adhere to a non-aligned foreign policy to emerge as a crucial node in global trade and finance, maintaining friendly ties with Eastern, Western, and Asian powers while leveraging its strategic location.
While some label LKY’s methods as “cruel,” his leadership was not about oppression but discipline and fairness. Whether these policies were “cruel” or benevolent is debatable, but their results speak for themselves. He treated all races equally, fostering harmony in a diverse society by ensuring everyone felt they had a stake in Singapore’s future. Moreover, LKY’s economic policies were marked by simplicity and foresight. Low personal income taxes, the absence of capital gains and inheritance taxes, and a business-friendly environment encouraged reinvestment and entrepreneurship. By positioning Singapore as a global trade and financial hub, LKY ensured its economic resilience. Sri Lanka, too, must prioritise national unity. Divisive politics and ethnic biases must be curtailed to build a shared vision of prosperity and peace, as AKD is striving to do.
LKY’s leadership was built on three core tenets relevant to Sri Lanka today: meritocracy, integrity, and pragmatism. Encouragingly, AKD appears to be moving in a similar direction. One of LKY’s greatest strengths was his pragmatic, long-term approach to governance. He maintained tight control over domestic finances, preventing the internationalisation of the Singapore dollar and limiting the operations of foreign banks. This created an environment that attracted international firms eager to establish themselves in Singapore. Sound financial policies, a corruption-free environment, and a focus on technological advancement helped Singapore become a hub for multinational companies like General Electric. State-owned enterprises like Temasek Holdings and Singapore Airlines were run with business efficiency, often outperforming private sector competitors. Sri Lanka could adopt a similar model to enhance the performance of its state-owned enterprises and boost economic growth.
Singapore adopted a two-pronged financial strategy: becoming an international financial hub while ensuring its financial sector supported key domestic industries like manufacturing and shipping. Additionally, integrating foreign and local talent fuelled decades of sustained economic growth. LKY’s focus on economic development, making Singapore an attractive investment destination, and drawing world-class manpower offer valuable lessons for Sri Lanka.
To replicate such success, Sri Lanka must invest in state-of-the-art infrastructure, establish excellent air and sea linkages, and maintain a low and transparent tax regime.
Clean and efficient bureaucracy, a strong regulatory and legal framework, and a neutral diplomatic policy—balancing relations with global powers like the US and China—are critical. Developing clean, green cities powered by sustainable energy will also be key to achieving remarkable economic success akin to Singapore’s.
Opinion
‘A degree is not a title’ – a response
Reference the above-captioned letter in The Island of 16 Decembe, its writer, Philosophiae Doctor (PD), he is incorrect in his analysis of a Ph. D degree as a title. As Dr. Upul Wijewardena has said, only a Ph. D holder who can use the title ‘Dr’. However, the tradition is for those who have a medical degree to be called Dr. PD has written about the history of universities and quoted chapter and verse about the origin of degrees. We are now in the twenty first century and most universities have their own system of awarding Ph. Ds. For instance, British universities award Ph. Ds based on 100 per cent research whereas in American universities Ph. D degrees are awarded on the basis of 50 per cent research and 50 per cent course work. The research degree is given more weight at interviews.
PD has also said that a Masters’ Degree (MA) is essential to teach in a university. Many universities including universities in Sri Lanka offer Assistant Lecturer positions to those who have first degrees with classes. Some time ago, the Dean of the faculty of Arts at Otago university, New Zealand had only a B.A. He was appointed Professor because of his publications. In American universities lecturers with a Ph. D are addressed as Assistant Professor. Then a Professor after retirement has to get permission from his university to use the title as Professor (Emeritus). There is no such requirement for a person with a Ph. D to use the title Dr. Modern universities do not follow procedures that were adopted in old Europe mentioned by PD.
Dr. P. A. Samaraweera
Opinion
Electricity tariffs cannot be reduced due to CEB Mafia
Ceylon Electricity Board (CEB) has apparently become a law unto itself; it is increasing the salaries and other perks for senior staff at their will. There are 26,131 employees of CEB and its monthly salary bill is around Rs. 3,000 million, out of which 600 million goes for the salaries of engineers. A special grade engineer’s monthly take-home salary is reportedly about Rs. 919, 432 while an E1 grade engineer draws around Rs. 694,240 a month. These include a vehicle allowance of Rs. 250,000 and other benefits. The CEB has thought it is fit to regularly increase the salaries at the insistence of the powerful engineers’ union every three years without getting the approval of the cabinet or the public accounts committee of the finance ministry.
Out of the total number of employees at least 50% are political appointees recrutied by successive ministers of the power and energy ministry. Even the salary of a meter reader is Rs. 54,420 and it comes to around Rs. 125,000 a month. This is far higher and about 100% more than a graduate teacher. With such an excessive workforce earning exorbitant salaries no wonder that the CEB cannot reduce the electricity bills of consumers. There are 6.29 employees for every megawatt (MW) of power generated by CEB while the Malaysian Electricity Board generates six times more power and has only 1.15 employees for one MW of power generated!
PAYE tax should be borne by the employee and it is against the Inland Revenue Act for an institution to pay the PAYE tax due from its employees. It has been revealed before the COPE (the Committee on Public Enterprises) that Rs. 5 billion has been paid by the CEB as PAYE tax to its employees during the period 2010-2019 in contravention of a Cabinet decision on 13 December 2007. This, the CEB has been doing at the expense of consumers, who have to pay higher tariffs.
Verite Research has revealed that Sri Lankan households pay 2.5 to 3 times more for electricity than the average cost to their counterparts in South Asian countries. Our rates are much higher than in Bangladesh and Afghanistan. For instance, a consumer using 300 units of electricity has to pay an electricity bill of Rs. 21,860 while the average equivalent rate in South Asia is only Rs. 7,340. This shows how our professional engineers have managed the CEB power generation so inefficiently over the years.
The reason for this inefficiency is due to the neglect of renewable energies in Sri Lanka. The CEB engineers have always advocated for more and more coal-powered plants. They have deliberately blocked renewable energy projects for obvious reasons. The Supreme Court has found the CEB guilty of blocking a proposal by Vavuniya Solar Power Private limited for a solar energy plant and ordered it to pay Rs 01 million rupees as damages. This, too, would have been paid from CEB funds and those who took such corrupt decisions have got off scot-free. The technical officers of CEB allege that CEB management has purchased power from private power plants despite an increase in hydro power generation. In case hydropower is insufficient to meet the demand another idling turbine at Norochcholai could have been put into operation. There are serious allegations that CEB engineers are intimately connected to such private power plants and even own all or part of them. The new government should appoint an independent commission to investigate allegations against the CEB.
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